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Strategy and Structure in Bank Advertising An Empirical Test

Strategy and Structure in Bank Advertising An Empirical Test Reports on the results of an empirical test to evaluate theeffectiveness of alternate forms of bank advertising, the alternativeforms of which differ in terms of main message strategy and overallmethod of presentation structure. Examines the relative effects ofverbal only advertisements compared to those which combine both picturesand words. Specifically focuses on the differences between informationaland transformational strategies. Examines alternative forms of thelatter to include both male and female models, and studies severalalternative measures of advertising effectiveness. Results suggest thatan informational strategy is more effective for bank advertising than atransformational strategy. Advertisements which include both verbal andpictorial components were superior. No statistically significantdifferences were observed when male versus female models were employed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Strategy and Structure in Bank Advertising An Empirical Test

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References (9)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329210015282
Publisher site
See Article on Publisher Site

Abstract

Reports on the results of an empirical test to evaluate theeffectiveness of alternate forms of bank advertising, the alternativeforms of which differ in terms of main message strategy and overallmethod of presentation structure. Examines the relative effects ofverbal only advertisements compared to those which combine both picturesand words. Specifically focuses on the differences between informationaland transformational strategies. Examines alternative forms of thelatter to include both male and female models, and studies severalalternative measures of advertising effectiveness. Results suggest thatan informational strategy is more effective for bank advertising than atransformational strategy. Advertisements which include both verbal andpictorial components were superior. No statistically significantdifferences were observed when male versus female models were employed.

Journal

International Journal of Bank Marketing – Emerald Publishing

Published: Mar 1, 1992

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