Abstract:

In the past decade the application of marketing and research techniques to financial markets has become widespread in most European countries. The paper gives examples of applications in communications research for financial service marketing including studies among consumers on bank image and new banking services, among finance directors on bank advertising and among insurance brokers on perceptions of insurance companies. These examples indicate the importance of communicating the strengths of financial organisations and their services to existing and potential customers, and the role of quality of service as a factor influencing customer decisions in many financial markets. Increased effectiveness can be achieved in financial marketing in the 1980's through research to develop messages relevant to consumer perceptions and priorities, and to monitor the effect of marketing communication by tracking advertising recall, awareness and attitudes.