Abstract:

The Prudential is planning to run a commercial featuring the new 'Multiflex' policy in a two week burst at the end of September. The objective of the commercial is to create a degree of interest in the policy among the target group which can then be taken sales advantage of by a direct approach from a member of the Prudential field staff during the course of the two weeks. At the stage of this research, the commercial was in a script form together with a rough soundtrack and visual of the characters. The objectives of this research were to check whether the script is likely to achieve its objectives, and to indicate if there are any areas of the script which are not fully understood or which might be improved prior to production.