Abstract:

Ladbrokes Ltd., in conjunction with SJIP Ltd., are currently progressing the development of a TV commercial designed to expand Ladbrokes share of the holiday camp market. Consumer research was therefore required in order to:

1. Identify the general and specific communication of the approach;

2. Probe the significance and comprehension of the cartoon-to-live-action technique;

3. Explore specific positives and neg.atives, and examine ways in which the approach can be adjusted to be more consistent with people's needs/desires in terms of holiday camps.