Brief Description: Membership recruitment campaign explaining the benefits of the new National Film Theatre. First campaign in spring 1979 in press generated a number of new members as well as showing the most cost effective media. Second campaign was revised after a postal survey amongst current members. Ad which ran in February 1980 was very successful with revenue from new members more than double the ad costs, with 3913 new memberships could be directly attributed to that campaign ;---(TAGS)--- Full Title: The British Film Institute and advertising effectiveness ; Number: 1980/31 ; Brand Name: British Film Institute ; BFI ; Client: British Film Institute ; IPA_ProductCoding: Media (Cinema industry - e.g. film releases) ; Government Departments (Government institutions) ; Agency: Ogilvy & Mather ; Author: Alec Worster, Richard Block ;