Abstract:

Haddons W.P.T. has produced a new commercial for the advertising of Elizabeth Arden Velva Moisture film. The objectives of the research reported here were:

1. To ascertain whether or not the end frame of the commercial should feature a reference to retail price in order to attract a higher sales volume;

2. If the inclusion of price in the end frame seems likely to yield better results then how the price should be featured;

3. To check the overall comprehension and acceptability of the commercial.