Lloyds Bank: How TV Advertising Helped Increase Customer Commitment

Mary Stewart-Hunter

Describes the long-term television campaign by Lloyds Bank directed at generating and increasing commitment among customers.
Agency: Lowe Howard-SpinkAuthor: Mary Stewart-Hunter

Lloyds Bank: How TV Advertising Helped Increase Customer Commitment

INTRODUCTION

Over the last ten years, the twelve or so High Street banks have spent over £1,000 million on advertising, most of it aimed at the personal customer. Why do the banks need to spend so much on advertising to people with whom they already have a financial relationship? Do not the sophisticated techniques of database management and direct marketing provide sufficient means to market to customers? What do the banks achieve in return for their investment in advertising?...

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