|
|
Article: Diamond winner of IDM's business performance awards for 2007--TV Licensing student campaign 2003-2007: 50 pints or a TV licence?(Case Studies)(Case study)
- Article from:
- Journal of Direct, Data and Digital Marketing Practice
- Article date:
- July 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Palgrave Macmillan, a Division of Macmillan Publishers Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
How effective marketing has made student TV licences 'the norm' over evasion on campus
Abstract
BBC TV Licensing has for years faced a problem in persuading university students on campus to purchase a television licence. Although some 45 per cent of a stable (over the years in question) population of 300,000 students on campus take a television set with them, evasion of the licence fee had been the norm--a result in part of ignorance, in part of lack of belief in consequences. This campaign set out to change this, and did so to the extent that evasion is now the exception, not the norm. It is indeed a textbook example of improved business performance ...