Abstract:

Conversations with Gestetner salesmen have revealed that Gestetner at present has the corporate image of an old fashioned company. SJIP has decided to capitalize on the obvious strengths of Gestetner, and begin to remove any negative elements within the corporate image. They have devised a white rabbit symbol, which is to be used as an umbrella beneath which all subsequent Gestetner brand advertising will take place. This research program was designed both to pretest and evaluate the advertising produced and run. The research was required to provide a far more accurate and solid picture than exists at present of the awareness and knowledge of Gestetner as well as the attitudes towards the same and its competitors.