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

Review
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. A portion of this book describes regulations unique to financial advertising, and ways to deal with these regulations. The final part of the book is a listing of 88 US advertising agencies experienced in financial advertising. Interspersed throughout all the chapters are 24 actual case histories, used to illustrate and reinforce points made by the author. The book is most appropriate for business collections serving upper-division and graduate students as well as professionals.Choice

Book Description
"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


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"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


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