Abstract:

LWT's interest has been to encourage greater use of television advertising by financial institutions. To provide a link between ourselves and potential advertisers, we launched a Financial Marketing Review in December 1985 to bring to wider attention the potential of television advertising for promoting awareness and understanding of financial products and services that have traditionally been the preserve of the press. As an input to the Review, we commissioned NOP Market Research Ltd to conduct a series of surveys. The first concentrated on Stocks and Shares and related issues such as privatisations and takeovers, and the second concentrated on unit trusts and personal equity plans. A third study is now in the offing to assess the impact of Black Monday when the bottom fell out of the equity market last October. Many new investors saw their holdings plummet in value even faster than they had soared in previous months. For most, the loss of assets was on paper and did not materially affect their income or lifestyle, but the psychological impact may well have been far reaching.