BT Broadband - How advertising persuaded people to join the broadband party in Northern Ireland
Carmel Coyle, Sam McIleven and Mike Fleming
This paper describes how advertising boosted inbound telephone calls and subsequent sales of broadband for BT in Northern Ireland, and delivered a phenomenal return on investment, within a very competitive marketplace.
| Agency: A V Browne Advertising | Authors: Carmel Coyle, Sam McIleven and Mike Fleming |
BT Broadband - How Advertising Persuaded People to Join the Broadband Party in Northern Ireland
INTRODUCTION
No advantage in price. No distinctive features. No real USP whatsoever....
