Broadband for Scotland

This case is unusual, in that it shows how, by using advertising and other marketing communications as lobbying tools, they can increase supply, as well as demand.
Prior to the campaign, Scotland lagged behind the rest of the UK in the adoption of broadband, with serious implications for the competitiveness of the Scottish economy. The Union’s task was to encourage BT to make broadband more widely available in Scotland by stimulating demand.

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