Why do banks advertise? (Service Quality Resource): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on December 1, 1993. The length of the article is 1802 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: A survey of 103 banks located in small towns in Michigan reveals that the principal rationale given for bank advertising expenditures was the perceived need to establish a positive relationship with customers. An analysis of the survey results leads to the conclusion that the importance of advertising in the building of positive customer relationships lies in its power to create awareness of the services offered by banks. Even after awareness is established, advertising expenditures remain necessary since they are essential to the maintenance of a positive relationship with customers, even though the active involvement of bank staffers in community and social affairs is often just as effective in reinforcing the bank's positive image. Another interesting conclusion derived from the survey is that many bank executives feel that advertising expenditures should also be used to support community-organized events.

Citation Details
Title: Why do banks advertise? (Service Quality Resource)
Author: Marcelo Siles
Publication:Bank Marketing (Magazine/Journal)
Date: December 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n12 Page: p37(3)

Distributed by Thomson Gale