The British Telecom share campaign: Tracking awareness, attitudes and interest

Maureen Guirdham and Siew Choo Tan

Throughout the marketing campaign which preceded the launch of British Telecom shares, the factors affecting people's decisions on share purchasing were monitored for the Government.

The British Telecom Share Campaign: Tracking Awareness, Attitudes and Interest

Maureen Guirdham andSiew Choo Tan City University Business School

At the end of November 1984 British Telecom, the UK telecommunications giant, was transferred from state to private ownership through the issue and sale of its shares on the Stock Exchange. The marketing campaign to sell BT shares to the general public has been generally applauded for 'achieving a full subscription to the largest flotation in history and attracting substantial numbers of first-time buyers into the share market, thereby doubling the private shareholder base of the...

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