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During ASSESSOR's Advertising Recall, total unaided recall for Enhance was 76%; among those who recalled the Enhance ad, almost 50% recalled that Enhance was "for dry hair". The perceptual maps in Exhibit 3 showed that Enhance was positioned 1) med/high conditioning; med/low clean, and 2) med/high conditioning; medium effects on hair.
This positioning doesn't make sense. During ASSESSOR's Product Acceptance phase, the callback interviews asked respondents what they liked best about Enhance ? and "surprisingly", manageability was mentioned most frequently (instead of conditioning) even though it was not a main copy point...
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