Pre-testing of the BP Heat advertising campaign for winter 76/77
Abstract:
The BP heat advertising campaign for the winter 1976/77 broke in mid-September in daily newspapers; color supplements and home interest magazines. The strategy behind the campaign has been developed from previous research and aims to acknowledge and exploit the fact that OFCH users relate primarily to their AD rather than the company supplying the oil. The theme of the campaign is 'we deliver summer all winter through'.
This could also be of interest:
Research Papers
TV advertising pre-testing
Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems
Author: Roger S. Parkyn
September 1, 1976
Research Papers
Pre-testing advertisements at early stages of campaign development
Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: P. A. Hoyes
Company: Ogilvy
June 1, 1966
Research Papers
TV advertising pre-testing
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Roger S. Parkyn
June 15, 1980
