Advertising Financial Products And Services: Proven Techniques And Principles For Banks, Investment Firms, Insurance Companies, And Their Agencies; Author: Benn, Alec; Hardback; Book

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Advertising Financial Products And Services: Proven Techniques And Principles For Banks, Investment Firms, Insurance Companies, And Their Agencies

Author: Benn, Alec
Hardback; Book
231 pages
Greenwood Press
ISBN: 0899301037

Benn, a recognized authority on financial advertising, shows why many of the advertising principles for consumer products are not appropriate for the advertising activities of financial institutions. After building a case for the uniqueness of financial advertising, the author takes a how-to approach, dealing with such topics as choosing media, creative thinking, designing and illustrating ads, and judging effective ads. Choice

PRODUCT CODE: 0899301037

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