Alliance & Leicester: Advertising for success in the financial market - IPA Effectiveness Awards Case Study 1988

Brief Description: First Fry & Laurie campaign in 1988. Paper looks at why a new campaign was necessary, with the need to improve branding and awareness of the Society. Econometric analysis showed the effectiveness of the campaign. Advertising shown to create brand awareness. ;---(TAGS)--- Full Title: Alliance and Leicester : advertising for success in the financial market ; Number: 1988/65 ; Brand Name: Alliance & Leicester Building Society ; Client: Alliance And Leicester ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: BMP Davidson Pearce ; Author: Yvonne MacLean ;