Qualitative research on Elizabeth Arden Velva moisture film

Date of publication: March 1, 1976


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. 

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