Abstract:

A series of advertisements for the press side of the 1979-80 NatWest personal sector campaign has been developed, with the theme: "You 'll find we're only human". This campaign aims to take account of the worries young unbanked people tend to have about banks and, through a touch of humor, turn them to NatWest's advantage. Responses to this new press campaign were tested through research. Respondents' comprehension of the advertisement was checked, and the relevance of communication with their feelings about banks.