Advertising Financial Services: A Handbook for Management

by James E. Turner

While the financial services industry has been known for its long-standing traditions, it is now undergoing change more rapidly than ever. Perhaps no area of the industry has seen more changes in the past decade than the advertising function - in media, in consumer demographics and habits, and in financial products. These changes require rethinking of traditional advertising strategies and, at the same time, they open up new marketing opportunities for firms willing to adapt. This handbook analyzes these opportunities and the ways in which banks, insurance companies and other firms are responding to them. It analyzes how advertising evolved to its current state, how banks have adapted their advertising strategies to the new marketing environment, and how they are creatively using advertising to sell financial products. It also reviews the way banks work with advertising agencies and how they evaluate the results of their advertising. Through examples from Asia, the U.S., Latin America and Europe, you will see innovative techniques which other advertisers are using to market products, and you will read case studies on the new way firms are adapting to the changing environment.

268 pages, Paperback

Published January 1, 1992