Abstract:

Following Stage I of the advertising research, the Agency produced four new advertising concepts in the form of press advertisements for Project Hyacinth. Tne specific objectives of the research were:

1. To determine which of the concepts would make the best initial launch advertisements and also investigate the campaign potential of the others shown;

2. To determine which concept communicates this main product benefit most easily and effectively;

3. To determine which product is perceived to express the most meaningful and relevant benefit;

4. To ascertain which approach motivates the greatest propensity to try the product;

5. To provide guidelines for any amendments/improvements in order to produce the most meaningful press campaign.