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.