Subject Index
 

Campaign in 2001 for the Halifax Bank. Since becoming a bank in 1997, Halifax had failed to establish itself in consumer banking, leading to loss of share price and talk of merger. Objective: to avoid ...

Many organisations claimed to use the `balanced scorecard business model' to manage their business, but few in the UK have yet introduced the necessary integrated measurement systems. This paper shows ...

The campaign was designed to encourage teenagers to open their first bank account with the Halifax and to encourage switchers. Methods of communication included consumer press, radio and direct mail. ...

Summarises the Halifax Building Society campaign during 1991–1994. Research had shown that customers needed their final brand choice to be as simple and painless as possible. Role of advertising was t ...

The UK’s biggest building society, the Halifax, had to change the emphasis of its advertising, from products to provider. This paper demonstrates how planning turned the potential negative of size for ...

The 1991–1992 campaign for the Halifax Building Society (the 'X' campaign). By early 1991, continuous tracking was recording a fall in advertising awareness and image clarity for the Halifax brand, fo ...

1982 campaign to repackage the Halifax Money Plan. Marketing objective was to increase market share of stable net inflow to enable the company to meet increased mortgage demand. The two Halifax premiu ...

Campaign for a new Halifax savings product, Convertible Term Shares, 1979. Heavyweight TV campaign to create awareness quickly; selling via press, but with a new idea: press advertisements would not o ...