Your company is a provider of financial services in the UK. You have been asked to launch a new flexible mortgage product. The target market is affluent 35–45 year olds with an outstanding mortgage balance of over £100,000. You need to acquire 25,000 customers to reach the financial targets for this product. Of these customers, 10,000 will come from your existing customer base.

• How will you communicate with your existing customers?

• What media choices are open to you when you look to acquire new customers?

• Which media would you choose to test?