Abstract:

The objectives of the research were to:

1. Assess whether 'Poster Sticker' communicated the creative strategy;

2. Assess whether the proposed poster campaign communicated the creative strategy;

3. Understand the positives and negatives of both the 'Poster Sticker' commercial and the poster campaign;

4. Help clarify the reasons for the variable recall levels of the current four Kronenbourg commercials in the BJM Lager U&A study.

The results of the research are to be used to aid in the development of creative ideas, both T V and poster, to finished advertisements, so that the positives are strengthened and the weaknesses minimized.