Subject Index
 

Jane Kesley, board dirctor at Emap Advertising, explains the nature and role of cross-media deals in an age when clients want full-service advice from an industry that has become very fragmented. Man ...

Campaign for Allliance & Leicester bank.. Objective to build the brand and predispose customers towards it – in a market suffering much from cynicism. Method was to present tha bank as seeking to unde ...

This 1997 DMA ECHO entry was created by Judith Donovan Associates for Alliance & Leicester (United Kingdom). The objective of this direct marketing campaign was to generate credit card applications fo ...

This DMA ECHO entry was created by Aspen Direct for Alliance and Leicester Giro. Alliance & Leicester Giro, a financial institution in the United Kingdom, was expanding its ATM services to 20,000 Post ...

This 1996 DMA ECHO entry was created by Barraclough Hall Woolston Gray for Alliance & Leicester Isle of Man, both located in the UK. Newspaper advertisements were used to promote a limited edition inv ...

Describes the long-running Fry & Laurie campaign by the Alliance & Leicester Building Society for its core established products (mortgages and savings). Analysis of the market showed that awareness an ...

This case history describes Alliance & Leicester Building Society's 1988 Fry & Laurie campaign for mortgages for first-time buyers, at a time of intense competition (including the entry of the banks i ...

Describes the first Fry & Laurie campaign for the Alliance & Leicester Building Society in 1988. Why a new campaign was needed. Objectives: improve awareness and branding for the Society, so as to mai ...

Describes a campaign over two and a half years, showing how it has proved effective against the total marketing objectives of the Alliance Building Society, and has been adaptable to the changing requ ...