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| Author: | Ryssel, C. Rudolf, H. |
| Title: | Heroes : the selling of John Player Special. |
| Journal: | European Research
1987 : NOV, VOL. 15:4, p. 248-255 |
| Index terms: | MARKET RESEARCH ADVERTISING EFFECTIVENESS CIGARETTE INDUSTRY |
| Language: | eng |
| Abstract: | A review of how the use of sophisticated psychological methods helped the success of a cigarette relaunch, the importance of market research in confirming that a creative and original approach can totally neglect the psychological function and the benefit of the cigarette as a means of enjoyment. Eleven Frames reflect the JPS sales development and consumer behaviour. |
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