Abstract:

Doyle Dane Bernbach Limited is in the process of developing a television commercial for Wrangler casual clothes. Three primary creative approaches were developed, and accordingly, an initial exploratory phase of consumer research was required in order to:

1. Establish the primary and subsidiary communications of each approach;

2. Determine the relative appeal of each approach;

3. Identify specific positives and negatives associated with each approach;

4. Obtain an initial steer on possible executional developments.