Financial services advertising in eight non‐English speaking countries

Nancy D. Albers‐Miller (Assistant Professor, University of North Texas, Fort Worth, Texas, USA)
Robert D. Straughan (Assistant Professor, Williams School of Commerce, at Washington and Lee University, Lexington, Virginia, USA)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 1 December 2000


Although services, in general, have increased in significance worldwide, financial services face a less encouraging future. Market saturation has led to a search for growth opportunities. One approach has been to utilize traditional marketing techniques such as advertising. Another approach has been to expand into international markets. Managing the international advertising efforts of financial service firms is incredibly complex. This nine country study looks at consistency between advertising content and points of emphasis from financial strategy research. The comparison yields similarities and differences between critical managerial dimensions and themes in international financial service advertisements. Discussion of these findings and implications are provided.



Albers‐Miller, N. and Straughan, R. (2000), "Financial services advertising in eight non‐English speaking countries", International Journal of Bank Marketing, Vol. 18 No. 7, pp. 347-358.

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Copyright © 2000, MCB UP Limited

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