Magazine article Marketing

BT Prepares to Ring 'Telephonic' Changes as Terry's Savours the Moment

Magazine article Marketing

BT Prepares to Ring 'Telephonic' Changes as Terry's Savours the Moment

Article excerpt

Maureen Lipman, who is having more farewells than Frank Sinatra, puts British Telecom second in this week's chart with 79% recall. The industry awaits the replacement ad, currently on test, with great anticipation. It will, however good it is, be compared to "Maureen" as she is fondly known. This is unfortunate since things have changed and "telephonic' behaviour has changed too (largely as a result of Maureen's campaign itself).

No more new campaigns in the to ten except for Vauxhall's Astra in at 61% recall. This campaign will only run out of steam when the new Astra runs out of features. General Motors, which is targeting the Golf rather than the Escort with this new model, faces stiff competition, as VW's relaunched Golf campaign gets underway.

Forte Hotels, which cannot have convinced itself of the effectiveness of its rebranding exercise, has been on air again.

[TABULAR DATA OMITTED]

This time we are given a trip round the Forte range of hotels worldwide. …

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