Abstract:
Midland Bank Limited is considering two alternative approaches for a press campaign aimed at young people. Recent advertising using other media has included a television and poster campaign using the theme of Midland Bank and the individual together making a great team. The proposed press campaign is principally aimed at the young unbanked, but with the possibility of some 'conversions'. The objectives of the research were to test the viability of the alternative approaches, their respective strengths and weaknesses and how they fit in with young people's needs/requirements.
This could also be of interest:
Research Papers
Young peoples' attitudes
Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: J. Martyn, Peter Cooper
Company: QRi Consulting Ltd.
September 1, 1972
Research Papers
Adding value to a British bank
Catalogue: Seminar 1978: The Business Of Advertising
Author: Charles Channon
 
June 14, 1978
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