TSB Trust: Advertising to buyers and sellers of investments and insurance - IPA Effectiveness Awards Case Study 1988

Brief Description: In 1987 TSB wanted to test the value of advertising to buyers and sellers of insurance and investment products. Two test areas, Manchester with TV advertising for both product types + additional staff training and Peterborough which had staff training but no advertising. Manchester sales increased to over eight times the 1986 average while Peterborough showed an increase of only 3x. The rest of the country with no changes displayed an increase of only twice the average. Concluded that the campaign not only influenced the customer but also motivated the staff. From 1988 advertising was extended across the country. ;---(TAGS)--- Full Title: TSB Trust Company : advertising to buyers and sellers of investments and insurance ; Number: 1988/61 ; Brand Name: TSB Trust ; Client: Tsb Group ; IPA_ProductCoding: Financial Services (Savings/investment products inc. ISAs, bonds, PEPs, savings schemes, TESSAs, unit trusts, trackers) ; Agency: J Walter Thompson ; Author: Terry Prue ;