Abstract:

J. Walter Thompson believes that the new campaign has been produced will be really noticeable, yet still, say something meaningful and relevant about the Colmans brand helping to enhance consumer perceptions of Colmans versus Knorr. It was proposed to research animatic versions of two commercials using this theme. The specific objectives of the research, therefore, were:

1. To check the relevance of the basic campaign idea and the extent to which it is liked and understood;

2. To examine what is communicated in the advertising both in terms of general impressions and specific details;

3. To discover whether it established a competitive advantage for Colmans either in terms of consistency or general product quality.