Qualitative research into signal advertising development

Date of publication: February 1, 1976

Abstract:

It is intended to relaunch Signal toothpaste continuing the current anti-decay strategy but using a stronger effectiveness claim. This claim may be variously expressed but essentially depends for supporting evidence on a high fluoride formulation. For research purposes, three alternative expressions have been developed. These claims differ in the degree to which the formulation evidence is explicitly utilized. 

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