Adervertising

1. Introduction

This report will look at the recent advertising campaign released from BT (British telecom’s) and will address the issues around which methods of advertising research will be most successful in tracking the effectiveness of the chosen campaign.

This campaign started in 2005 with a man called Adam and a woman called Jane. It has since become one of TVs most loved advertising campaigns capturing the British hearts, with Facebook groups and online forums, this campaign has turned BT from one of Britons most hated brands into a rebranded much loved topic of conversation.

It began when BT realised that they were actually in the wrong business, instead of being a phone company there were, in fact, in the business of ‘Reciprocated Confidences.’ This led to a whole change in BT’s focus and vision, from this moment the beginning of Adam and Jane were to be the future of BTs advertising, encapsulated all the products and services as well as the new image perfectly into one very successful campaign, BT went ahead with it and launched the Adam and Jane campaign, and the rest is history.

To achieve the best results from tracking studies, high involvement advertising traditional used to get the best results from using hierarchical methods of research known as AIDA and DAGMAR. This is because high involvement advertising contains a lot of copy and basic a message e.g. buy now 2 4 1 or Fastest ever with new suction pump! So a basic form or research is used.