4. Advertising

  1. Evelyn Ehrlich and
  2. Duke Fanelli

Published Online: 10 SEP 2012

DOI: 10.1002/9781118531716.ch4

The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition

The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition

How to Cite

Ehrlich, E. and Fanelli, D. (2012) Advertising, in The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results, Second Edition, John Wiley & Sons, Inc., Hoboken, NJ, USA. doi: 10.1002/9781118531716.ch4

Publication History

  1. Published Online: 10 SEP 2012
  2. Published Print: 19 MAR 2012

ISBN Information

Print ISBN: 9781118065716

Online ISBN: 9781118531716

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Keywords:

  • advertising;
  • brand building;
  • customer retention;
  • market share;
  • employee morale

Summary

This chapter contains sections titled:

  • Media Selection

  • The Role of Your Ad Agency

  • Creating Effective Creative

  • Measuring Advertising Effectiveness