Lloyds Bank: How TV Advertising Helped Increase Customer Commitment

Mary Stewart-Hunter

Describes the long-term television campaign by Lloyds Bank directed at generating and increasing commitment among customers.
Agency: Lowe Howard-SpinkAuthor: Mary Stewart-Hunter

Lloyds Bank: How TV Advertising Helped Increase Customer Commitment

INTRODUCTION

Over the last ten years, the twelve or so High Street banks have spent over £1,000 million on advertising, most of it...
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