Agency: Euro RSCG | Authors: Judith Wilson |
BT, the dual task: generating response and changing attitudes
INTRODUCTION
This is the case history of how a clearly defined TV and press advertising campaign achieved what is arguably one of those most debated tasks in advertising, whether it is possible to achieve an effective direct response campaign and also one which changes attitudes. The campaign produced for BT generated response in the business market and income of 1.8 times the advertising budget, but also had a positive effect in shifting attitudes to the company amongst a crucial target.
BACKGROUND
BT was...