The Need for Corporate Advertising in the Financial Services Industry: a Case Study Illustration

Abstract

Discusses how corporate advertising has attracted increased attention during recent years, especially in service industries. Addresses the issue of corporate advertising in relation to financial services. Uses a case study to illustrate a successful integration of corporate advertising with product advertising.Concludes with managerial implications and recommendations, finding that corporate advertising should be an integral component of the marketing communications programme of a financial services institution.

Citation

Crane, F.G. (1990), "The Need for Corporate Advertising in the Financial Services Industry: a Case Study Illustration", Journal of Services Marketing, Vol. 4 No. 2, pp. 31-37. https://doi.org/10.1108/EUM0000000002509