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Research reports

Advertising testing for Vedra

Ciba-Geigy has developed a new skincare product calledVedra. It is a moisturizing lotion based on ingredientsfrom the aloe vera plant. Preliminary research has been undertaken to examine attitude to skincare and to aid in the development ofpotential...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
January 22, 1973

Research reports

Research report on Lyofil advertising concepts

FCB has been asked to develop the advertising, packagingand brand name for a new sanitary towel for Elida Gibbs. The new regular Lyotowel is to be town tested in May 1977and launched nationally at the beginning of 1978. Three conceptual...

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

Research reports

Qualitative research on new Silvikrin commercial

The purpose of this research was to examine the commercial prior to the national launch and to ascertain :a) whether the advertising objectives have been successfully presented;b) whether the commercial makes any impact and creates interest in...

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

Research reports

Research report on Bristows' "shampoo and conditioner in one" presse advertisements

McCann-Erickson has produced five potential press advertisements for the new Eristows shampoo and conditioner in one product. The major objective of the research reported here was to ascertain which of the four main advertisements best communicates...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1971

Research reports

Qualitative research into attitudes to in-home dry-cleaning

Johnson's market an in-home, aerosol, dry-cleaning/spotremoving product under the name 'Goddard's Dry Clean'.However, there appears to be minimal promotion of thisproduct at present and so this research was undertakento provide some initial market...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
September 1, 1975

Research papers

Advertising and promotional policy and research on its effectiveness

The subject here is a newspaper, treated not as an advertising medium but as a product to be promoted. The approach is simple and down to earth. The whole cycle is described, from a description of the product and its users to the determination of...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Basilio Riesco
June 15, 1980

Research papers

Validation of copy: Testing measures based on in-market performance

This paper will describe a project recently undertaken in the United States to attempt to validate some commonly used copy testing measures. New Product commercials were chosen for study for two reasons: 1. in their own right, they represent a...

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice
Author: David W. Olson
June 15, 1984