Abstract:

In recalling commercials in the reel shown; the Grovewood advertisement was always spontaneously recalled and in most cases was either noted as Grovewood Impact or Kitchens. Errors tended to relate to mishearing the name, which was unknown to almost all respondents at the outset (Groves, Compact, Crawfords, Creda, Crownood, Two Tramps). By comparison, the Pears advertisement was next most likely to be recalled. Errors here related to the brand name, e.g. Badedas, Johnsons or to believe it was an advertisement for soap. For the other brands advertised the advertisements were frequently forgotten or attributed to other brands or as happened with Oulux a much earlier commercial was recalled for the advertisement seen. 

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.