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,” 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.