Abstract:

J. Walter Thomson Limited on behalf of National Westminster Bank Group Limited has developed a press campaign which is designed to encourage business customers of National Westminster to become more aware of, and use more of the Bank's corporate services. Further, it is anticipated that the campaign should establish National Westminster as the leading business bank helping the aims of British Industry. Accordingly, qualitative research was required in order to:

1. Identify the main and subsidiary communications of the approaches, both on an individual basis and in terms of the campaign as a whole.

2. To examine the emotive appeal of the approaches, both in general terms, and in terms of impact and memorability;

3. To identify specific likes and dislikes concerning the campaign.