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The Role of the PR and Advertising Agency in the Marketing of Financial Services

Managerial Finance

ISSN: 0307-4358

Article publication date: 1 February 1980

193

Abstract

“Financial services” is a shroud which seems to unify a number of activities which are in reality quite diverse. Statistics of advertising are one indication of marketing activity in this sector. They include categories as diverse as “boroughs and corporations” advertising loans to the public, “credit cards” offering at one and the same time credit facilities and a means of payment, and “prospectuses” which are invitations to invest, usually in quoted securities, while “insurance and assurance companies” could include anything from life offices advertising their reversionary bonuses to insurance brokers commending their services as risk management consultants. The common factor throughout is money; usually money changing hands for a monetary return, but the market may be consumers, industry, or banks and other financial institutions worldwide.

Citation

Short, S. (1980), "The Role of the PR and Advertising Agency in the Marketing of Financial Services", Managerial Finance, Vol. 5 No. 3, pp. 289-293. https://doi.org/10.1108/eb013455

Publisher

:

MCB UP Ltd

Copyright © 1980, MCB UP Limited

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