Abstract:

Cogent Elliott has devised two television commercials on the theme 'Tramps' for a national campaign for Grovewood Impact - a self-assembly range of kitchen units. The objectives of the campaign are to communicate Grovewood Impact as a range of attractive, well-made, self assembly kitchen units not expensive; in fact, it is very affordable further information is available in the TV Times. The objectives of the research reported here were primarily to establish whether or not the campaign objectives are being clearly communicated. In addition overall reactions to the commercials were investigated and particular strengths and weaknesses were noted.