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'.
Research Reports
Qualitative research for BP with oil fired central heating consumers
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
February 1, 1976
Research Reports
Qualitative research into OFCH customer's attitudes
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
March 1, 1978
Research Reports
B.P. Pink Paraffin advertising pre-test research
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
November 1, 1976
