Abstract:

This is the first stage of research on Setlers with a view to helping in the creative development of a convincing new TV commercial for the brand which should be in line with the strategy and positioning. The objectives therefore were:

1. To explore the images of Setlers and Rennies both for the similarities and differences between them, and ways in which each of the brands is perceived by its users as being superior to the other;

2. To evaluate the types and means of communication of several TV ads for indigestion remedies with a view to assessing their correlation with the brand image;

3. To look at the kind of consumer language used to express attitudes towards, end experience of the ailment.