Abstract:

Earlier research on Bonjela suggested possibilities of brand expansion following increased awareness of the product from public advertising. It was considered important to establish the probable extent of any problems which might occur if the product was advertised both to adults for mouth problems and to mothers of young bies as a teething remedy. Masius, Wynne-Williams has formulated a number of conceptual treatments for the brand; the research reported here is intended to provide guidance for future advertising development.