Abstract:
It is intended that Sparkle will receive a fresh, new advertising approach in 1979. A broad strategy for this has been developed and majors on the need to:
1. More closely define the emotional pay-off for using a cleaner-shiner/Sparkle;
2. Reinforce and amend the Sparkle brand personality.
Foote, Cone & Belding have developed 5 advertising ideas that attempt to explore routes towards these two goals. The research was required to evaluate the routes and the ideas themselves.
This could also be of interest:
Research Reports
Qualitative research into 'Knuckles' advertising development
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
February 1, 1979
Research Reports
Dulux qualitative 1979 advertising study
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
July 1, 1979
Research Reports
Qualitative research into Soya Choice advertising development
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
September 1, 1977
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