Rolo advertising research

Date of publication: June 1, 1979

Abstract:

A new commercial 'Cinema' has been produced for Rolo. This research was designed to assess the reactions of the target audience to the advertising 'Cinema' covering specifically:

1. Does the film communicate that Rolo is fun and affectionate, for sharing yet so delicious that people are reluctant to share it - especially the last Rolo in the pack;

2. Whether the action and logic of the story are understood;

3. What are the reactions to the characters?;

4. Whether the concept of "love"  is invested with such emotional significance as to make the central proposition of the commercial preposterous. 

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