Abstract:

Rodney Bewes has been used for the launch of Handifish, and the company is considering using him for further advertising of fish products (breaded fish, seafood products, battered fish). This research was conducted to explore how appropriate Rodney Bewes could be for future advertising. The specific objectives were:

1. To examine reactions to the current Rodney Bewes commercials;

2. To look specifically at consumer feelings about Rodney Bewes, his personality, his style and presence, and his communication;

3. To assess his suitability for future advertising of Birds Eye Fish products.