Bank of Boston sets ambitious goals for private bank awareness advertising. (Trust Marketing Resource): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on February 1, 1992. The length of the article is 750 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: The Bank of Boston Corp has launched a private banking advertisement campaign in an effort to attract 5,000 new clients within a period of three years. The bank's five print advertisements feature its private bankers and investment counselors who talk about the services they provide and why they are different from other bankers and financial consultants. The advertisements appear in prestigious publications such as Fortune Magazine, Town and Country, and Business Week, as well as symphony programs and other local art books. Although the Bank of Boston does not expect immediate payback on its latest marketing efforts, it hopes that that the image and awareness advertising drive will generate new business that would ultimately increase the bank's fee-based and net-interest income.

Citation Details
Title: Bank of Boston sets ambitious goals for private bank awareness advertising. (Trust Marketing Resource)
Publication:Bank Marketing (Magazine/Journal)
Date: February 1, 1992
Publisher: Bank Marketing Assn.
Volume: v24 Issue: n2 Page: p25(2)

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