Sie befinden Sich nicht im Netzwerk der Universität Paderborn. Der Zugriff auf elektronische Ressourcen ist gegebenenfalls nur via VPN oder Shibboleth (DFN-AAI) möglich. mehr Informationen...
Financial services advertising is finally coming into its own. The Royal Bank of Scotland increased its ad spending by 3,700% between 2000 and 2003, Wachovia by 2,400% and Bank One by 765%, according to a recent study by The Journal of Financial Advertising & Marketing. Five firms whose marketing efforts in 2004 prove there's still hope for the industry are discussed: 1. Citibank, 2. Umpqua Bank-Portland OR, 3. American Express, 4. Morgan Stanley, and 5. Commerce Bank. Few campaigns seem to have been so warmly extolled in interviews or idle conversation with industry insiders over the last year as Citibank's ID Theft effort. Ad execs, brand consultants and bankers all give Citi and its agency, Fallon Worldwide, kudos for the piercing spots showing hapless victims with stolen identities lip synching to the wacky and sometimes whiny voices of perpetrators. ID theft is a thorny topic poking the nerves of consumers and bankers. So the relevance and timing couldn't have been better.