TY  - JOUR
AB  - Financial services companies are in a unique
position to measure the performance of their
marketing activities. Marketing is still relatively
new in this sector and marketers need to support
their case with figures. A case study of how a
Building Society sold an investment bond is given
to demonstrate how sales can be measured through
different channels. The sales channels were:
branches, direct mail, newspaper advertising and
telesales. Examples of pro formas are given to
demonstrate what information can be gained with
the benefit of forward planning. Some information
may be needed on a daily basis while more detailed
information may be weekly or monthly. Every
method by which sales can be measured and
attributed to advertising should be examined for
every campaign. TV advertising is sometimes
difficult to quantify. However, with a regional branch
network often sales results can be judged, and an
example of a method of calculating this is given.
VL  - 8
IS  - 6
SN  - 0265-2323
DO  - 10.1108/EUM0000000001461
UR  - https://doi.org/10.1108/EUM0000000001461
AU  - Hughes Tim J.
PY  - 1990
Y1  - 1990/01/01
TI  - Quantifying the Campaign Performance: A Case Study
T2  - International Journal of Bank Marketing
PB  - MCB UP Ltd
SP  - 30
EP  - 34
Y2  - 2024/04/25
ER  -