NatWest Loans: Business development loan advertising - IPA Effectiveness Awards Case Study 1986

Brief Description: Four press bursts in 1984-85 aimed at small to medium sized businesses. Success assessed by coupon response measurement, the Small Businessman Tracking Survey and an analysis on a monthly basis of the loan data. A clear picture of the campaign's success emerged showing its effectiveness and high sensitivity in the market to advertising activity. ;---(TAGS)--- Full Title: Natwest PLC : business development loan advertising ; Number: 1986/48 ; Brand Name: NatWest Business Development Loans ; Client: National Westminster Bank ; IPA_ProductCoding: Business & Industrial (B2B) ; Financial Services (Business finance products/services) ; Agency: J Walter Thompson ; Author: S.J.R. Cole ;