Abstract:
To illustrate what I mean here, let us take as an example the advertising campaign, entitled "The Bank of the Future, Your Future Bank,â conducted by Credit Lyonnais over the last six months. An advertising campaign was thus the first step, not simply to transmit information between transmitters (Credit Lyonnais) and receivers (the public at large), but rather to construct a communications system which would put several integrated media to work in a specific environment.
Research Papers
The evaluation of the psycho-sociological and socio-cultural approach in the elaboration of the marketing policy followed by the Credit Lyonnais in the 70s (French)
Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: Bernard Sue
 
June 15, 1982
Research Papers
Banking communication (French)
Catalogue: EFMA/ESOMAR Seminar 1982: How Research Can Help Financial Organisations Communicate Internally And Externally
Author: Paul Danloy
 
June 15, 1982
