Abstract:

In March 1977 a test campaign was launched in the Granada TV area using the local press, local radio, regional editions of national dailies and television. The objectives of the campaign were:

1. To establish the identity of 'National Giro Bank' with an explanation of its banking services and to stress the benefit of having wages paid into a National Giro account;

2. To stimulate the opening of accounts with the prime emphasis on the use of these accounts for credit of wages.

The campaign, however, failed to stimulate much response from the public and the rate of new accounts opened was disappointing. Hence research was required to provide insights into the reasons for low response to the campaign and to try to identify any basic underlying resistances to National Giro.