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Research reports

Qualitative research on Kleenex Flair advertising

The main objective of the research was to establishwhether and to what extent the new Kleenex Flaircampaign was meeting the creative and advertisingobjectives. About this collection:Peter Cooper (1936-2010) was co-founder of Cooper Research...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 15, 1974

Research reports

Qualitative research on new campaign for Quality Street

The objective of the newcampaign was to communicate that Quality Street canbe used by a variety of people in a variety of situationswhere the product can be shared. Previously, advertisinghas tended to concentrate on sharing within the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 3, 1973

Research reports

Qualitative research on Toffo commercials

The research was conducted to examine three commercialsdesigned as part of a series for TV advertising of Toffo. Each commercial uses the campaign phrase "Chew things overwith Toffo", and features different individuals presented witha problem in...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
May 1, 1970

Research reports

Qualitative research on Parker pens

It is planned to use the pre-Christmas 1972 commercialfor the Parker Flighter De Luxe ball pen for pre-Christmasadvertising in 1973. The communication objectives ofthe commercial were to elicit the response.About this collection:Peter Cooper...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 3, 1973

Research reports

Qualitative hall test on a new commercial for the Parker Lady Ball pen

C.D.P. produced a commercial for Christmas 1975 whichfeatures the Parker Lady ball pen. The objectives ofthe advertisement were: 1. To reinforce Parker as a maker offine writing instruments;2. To state that Parker makes highpriced (around £10)...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 2, 1975

Research reports

Dulux 1978: Television advertising development

The proposed television advertising for Dulux for 1978 isbased on the transformation theme; FCB has developed twoexecutions, (called "Sun" and "Nature People"), which takedifferent routes to the communication of the brand andproduct propositions. The...

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

Research reports

Research summary of results on 'Sea Cruise' and 'Party' television commercials

Collet, Dickinson, and Pearce has produced two commercialsfor Harveys Bristol Cream which we retransmitted duringthe 1972 Christmas period.The objectives of the research reported here were to examine'Sea Cruise' and 'Party' in order to determine how...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
January 3, 1973

Research reports

Report on qualitative research on a Top Deck commercial

Following qualitative research (CRAM 973), examiningthree different approaches for the advertising ofTop Deck, Doyle Dane Bernback have produced a30-second and 15-second cartoon commercial 'Diver'.The objectives of the research reported here wereto...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 21, 1973

Research reports

Report on qualitative research on advertising for Schwepper Russchian

Schweppes has developed a new mixer for vodka called Russchian. Saatchi and Saatchi Garland Compton Ltdhave produced a rough commercial 'the restaurant' and an alternative script of 'the apartment' basedon the theme of Russian lessons for the...

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