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The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results by Duke Fanelli, Evelyn Ehrlich

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CHAPTER 4

Advertising

To most people, advertising is marketing. It is often the first tactic to come to mind when a sales or product manager is seeking to build sales. But media advertising (as opposed to direct marketing, online or digital marketing, and tactics discussed in other chapters) is just one element in the marketing mix. There are many reasons to use media advertising—whether print, broadcast, online, outdoor, or mobile.

These are among media advertising’s most important functions:

  • Brand building. This is the main reason most companies use brand or “image” advertising (that is, advertising not specifically designed to sell a particular product). Keep in mind that most financial services are bought irregularly. Buyers pay little ...

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