Abstract:

The Agency has prepared a number of advertising executions for the National Westminster Bank, and wish to test responses. to some press material specifically comprehension of 'Bankophobia' as ' the theme of the campaign. The research objectives accordingly were:

1. To evaluate responses to 'Bankophobia' in the context of the advertising in terms of comprehension, relevance, etc., of its communication;

2. To isolate, if necessary, any serious negatives that emerge from 'Bankophobia'.