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Research reports

Qualitative research on Dairylea

For ten years now Dairylea sales have shown a fairlyconsistent decline. J. Walter Thompson feel that consumers need to bereminded about the natural goodness of Dairylea, toencourage them to value it more highly.To this end, the Agency has devised a...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
March 1, 1979

Research reports

Qualitative research into 30% Bran Flakes press advertising

JWT Ltd. in conjunction with Kelloggs Ltd. has developeda new creative strategy for 30% Bran Flakes based on thepreviously demonstrated intrigue for the '30%' componentof the product name. An initial qualitative screeningprocedure was therefore...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 1, 1976

Research reports

Qualitative research on Smarties advertising

The objectives of the research reported here were:1. To examine how the commercial works in relation tomothers and children with reference to what amendments,if any should be made to future commercials;2. To assess whether the message is reinforcing...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
January 1, 1979

Research reports

Qualitative research into Project Omega

Elida Gibbs is interested in developing a possible newbrand of perfume and have available four possible 'concepts'. These take the form of animatic commercialswith voice-over, packs, and names.The specific objectives of the research were:1. To assess...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1977

Research reports

Qualitative research on Nulon advertising

In the face of increasing competitive pressureReckitt Products Ltd., have decided on anadvertising strategy aimed, primarily at loyal Nulon users with a view to supporting and encouraging that loyalty.To this end, three advertising positioning...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1979

Research reports

Qualitative research into Lucozade advertising

The research was conducted in March 1978 to establishcurrent attitudes towards Lucozade and to assessthe potential of an 'in-health' advertising strategyto promote usage. The findings were favorableto this strategy and two new advertisements,...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1978

Research reports

Strategy development for British Caledonian Airways 1977/78 advertising campaign

The research was required to assist in the strategydevelopment for a new advertising campaign forBritish Caledonian for 1977/78. Broadly, the research was designed to provide travellers inputto help answer the question 'What should we sayabout...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1977

Research reports

Qualitative research on Frequence shampoo

L'Oreal has a third shampoo to add to the Elseverange, Frequence; a mild shampoo to cope with hairthat is frequently washed. The objectives of the research reported here were: 1. To establish to what degree the points of theadvertising strategy were...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1979

Research reports

Qualitative research on the development of Nescafe advertising

Nescafe has been running 'The Lovely Cup of Coffee' campaignfor the past six months. This campaign focusses on oneaspect of coffee drinking, namely relaxation. It is proposedto develop the campaign by extending or elaborating theadvertisement...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 3, 1972