Abstract:

This paper presents an interim case history of the development of one such campaign for the Midland Bank targeted at the market for new personal accounts in England and Wales. It concentrates on similarities to rather than differences from other mass marketing problems and the use of research which is conventionally associated with their creative solution. The paper outlines the marketing context of our original brief and shows how our original strategy and creative thinking reflected this in a fairly straightforward way. The qualitative research feedback on this is described and the issues raised are discussed with particular reference to our specific interpretation of the findings and the basis on which this began to modify our understanding of the appropriate strategy i.e. our model of how advertising in this particular market might be expected to work.