Abstract:

United Biscuits Limited intends to launch in the UK a savoury cracker currently marketed in the United States under the name of Town House Crackers. Three advertising approaches have been developed for this product. Consumer research was required in order to identify which appeared to be the most viable of these propositions in terms of the nature of the communication, the relative appeal of the communication, the general impact and memorability of the approach, and specific positives and negatives associated with each approach.