Qualitative research on Aero advertising 'Bubble word play'

Date of publication: June 1, 1979

Abstract:

Two new commercials have been produced in script form for advertising Aero, both using the word 'Bubble' in a wordplay, 'Courtroom' and 'Train'. The research was required to investigate consumer reactions to the wordplay approach and to individual elements of the two commercials. 

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