Lloyds Bank: How TV Advertising Helped Increase Customer Commitment
Paper looks at long term TV campaign aimed at increasing customer commitment. Began in 1985 and ran through 1988. After image monitoring campaign modified, introducing new character (Nigel Havers) to suggest youth and modernity as well as established values being suggested by Leo McKern. Post evaluation showed higher level of commitment that that achieved by either NatWest or Barclays.