Abstract:
A completely new advertising campaign has been developed featuring smiles as a means of conveying the benefits of clean, strong, healthy teeth from using Mac leans toothpaste. The present research was designed to investigate the impact, memorability, and effectiveness of this new campaign in communicating the brand benefits and personality.
Research Reports
Qualitative research on Macleans toothpaste commercial 'waking up'
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
April 1, 1976
Research Reports
Evaluation of MacLeans and Crest commercials
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
December 3, 1975
Research Reports
Qualitative research on signals and other fluoride brands for Elida-Gibbs
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
April 3, 1975
