Qualitative research report on three new 'top deck' test commercials

Date of publication: February 11, 1974


Doyle Dane & Bernbach Ltd., have produced three animatic versions of television commercials for Top Deck to follow the 'Diver' campaign. The objectives of the new campaign are to create a clear identity for Top Deck. The target market for Top Deck is all soft drink consumers with particular emphasis on heavier multi-brand consumers in the key sectors of young housewives and teenagers. The commercials differ slightly in their approach, 'Sea Cruise' and 'Window Cleaner' using an old movie style, and 'Jailbreak ' a more realistic approach with more mental tension. The major objective of the research was to identify how far each of the commercials communicated the creative strategy for Top Deck. 

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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