Qualitative research on Park Drive Plain advertising

Date of publication: October 3, 1970


Past advertising for Park Drive Plain has used the term 'flavor' to communicate smoking satisfaction. Certain doubts have now been raised about the term, and in particular whether the word 'taste' may be more useful. On the basis of this, some alternative advertising propositions have been developed along with visual treatments. The objectives of the research conducted were:

1. To examine whether the term 'flavor' does communicate the special features of Park Drive Plain, and whether "taste" is viable;

2. To explore reactions to the advertising propositions;

3. To examine the treatment of these propositions in terms of their verbal and visual expression. 

About this collection:
Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French. Cooper studied Clinical Psychology at the University of Manchester where he became a Lecturer in the early 1960s. He became involved in conducting commercial Motivational Research and by 1968 opened Cooper Research & Marketing in Manchester. Cooper was one of the key pioneers of what we now know as Qualitative Research. CRAM opened its London office in Wimpole Street in 1970 and moved to 53 St Martins Lane, WC2N 4EA, in 1972 where it remained until Peter's passing in 2010. The company changed its name to CRAM International in around 1985/86, reflecting the increasingly international nature of its work. The CRAM/Peter Cooper Archive Collection, which includes commercial research reports and early academic papers, has been preserved by Peter's children, Diana, Helen and Jonathan, and his colleague Simon Patterson. The scanning of the Archive has been supported by ESOMAR, AMSR, Peter's colleague Dr Alan Branthwaite & family, the Cooper family, and QRi Consulting. The CRAM/Peter Cooper Archive Collection is managed by QRi Consulting. The CRAM logo and CRAM International name are Registered Trademarks and the property of QRi Consulting.

CRAM/Peter Cooper Archive


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Research Reports

Research Reports

Research Reports

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