Abstract:
As a result of a complete change in approach in Oil of Ulay print advertising, research was required to evaluate attitudes towards the new advertisements, in relation to:
1. The old-style advertising including the interim campaign and;
2. Competitive advertising.
An
evaluation of several headlines was also required as
an aid to future development.
The specific objectives of the research were to explore
the print advertising amongst users and non-users to
establish perceived positives and negatives in the
context of background attitudes and experiences.
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.
This could also be of interest:
Research Reports
Qualitative research on new 'women' tv testimonials for oil of Ulay
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
May 1, 1975
Research Reports
Report on qualitative research on night cream attitudes and advertising
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
November 30, 1975
Research Reports
Report on qualitative research on Hiltone press advertising
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
February 23, 1974
