Qualitative Methods for Developing Advertising That Makes Consumers Feel, “Hey, That’s Right For Me”

Identifies eight sources of brand imagery. Describes new qualitative methods for measuring brand images and general consumer“life images”. Surmises that effective advertising today reflects a deep sensitivity towards consumer feelings about the product usage ritual, the reason for using the product, the usage occasion, the results of using the product, idiosyncratic experiences with the product, the manufacturer, and daily lives in general.