Abstract:

Wells O'Brien Ltd has developed an animated TV commercial which informs individuals of more palatable ways of paying for the gas they consume. Consumer research into this commercial was required in order to:

1. Determine the primary communication of the approach;

2. Determine whether or not the approach successfully communicates the nature of the three payment methods.

3. Identify specific positives and negatives associated with the approach;

4. Establish to some degree the image of British Gas projected by the commercial.