Abstract:

For some time Thames had been trying to establish the value of Corporate Advertising, and the way in which television might be used to successfully promote a specific Corporate identity/ image. It was decided that, in conjunction with Thames Television, and with the 'creative' help of the Television Department Limited, Trust Houses Forte would mount a Corporate Advertising Campaign aimed at increasing the awareness (and indeed in certain areas establishing positive awareness) of the Trust Houses Forte Group, as opposed to just Fortes, or Trust Houses. The Campaign was both a considerable creative and commercial success. Pre and Post in-depth campaign research was conducted by Market & Opinion Research International to evaluate the effect of the campaign. Trust Houses Forte, as innovators in this type of advertising have scored a tremendous success, and the paper illustrates the cost efficiency of this type of campaign.