Abstract:

Leo Burnetts Ltd. in conjunction with R.H.M. Ltd., are currently developing a new series of Mothers Pride advertisements. the first and one subsequent advertisement from the series, consumer research was required in order to:

1. Test the communication of the advertisements;

2. Test as far as is possible the memorability of the advertisements;

3. Screen the advertisements for possible negatives, Taking such as inconsistencies, irrelevancies, and distracting elements;

4. Determine whether the advertisements overcome the external barriers to the purchase of white sliced bread;

5. Determine whether they effectively counter the basic anxiety shown to exist in the sliced white bread choice situation;

6. Establish whether the advertisements were felt to be interesting and whether they generated interest in purchasing/eating the product. 

About this collection: 
Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French. Cooper studied Clinical Psychology at the University of Manchester where he became a Lecturer in the early 1960s. He became involved in conducting commercial Motivational Research and by 1968 opened Cooper Research & Marketing in Manchester. Cooper was one of the key pioneers of what we now know as Qualitative Research. CRAM opened its London office in Wimpole Street in 1970 and moved to 53 St Martins Lane, WC2N 4EA, in 1972 where it remained until Peter's passing in 2010. The company changed its name to CRAM International in around 1985/86, reflecting the increasingly international nature of its work. The CRAM/Peter Cooper Archive Collection, which includes commercial research reports and early academic papers, has been preserved by Peter's children, Diana, Helen and Jonathan, and his colleague Simon Patterson. The scanning of the Archive has been supported by ESOMAR, AMSR, Peter's colleague Dr Alan Branthwaite & family, the Cooper family, and QRi Consulting. The CRAM/Peter Cooper Archive Collection is managed by QRi Consulting. The CRAM logo and CRAM International name are Registered Trademarks and the property of QRi Consulting.