Qualitative research on Smarties advertising

Date of publication: January 1, 1979

Abstract:

The objectives of the research reported here were:

1. To examine how the commercial works in relation to mothers and children with reference to what amendments, if any should be made to future commercials;

2. To assess whether the message is reinforcing to mothers;

3. To determine whether the advertising is at a balanced level or playing too much on the emotions;

4. To assess whether the age group used in the commercial is too narrow, or general enough to be non-specific. 

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