Big Book of Bank and Financial Services Advertising

From the editors of Financial Advertising Review, the Big Book of Bank and Financial Services Advertising allows you to look under the hood of some of the most influential and creative banking and financial services advertising from 2003 and 2004. See and understand the trends in advertising that are shaping the finance industry today.
245 fully illustrated pages
Over 90 leading campaigns from across the United States
Includes advertising from banks, credit unions and savings & loans
Advertising includes newspaper, magazine, television, radio, outdoor, point of purchase, statement stuffers, and direct mail campaigns
Oversize format: 8–1/2” x 13”
Perfect Bound Soft Cover
Price: $89.95 + postage and handling From the editors of Financial Advertising Review, the Big Book of Bank and Financial Services Advertising allows you to look under the hood of some of the most influential and creative banking and financial services advertising from 2003 and 2004. See and understand the trends in advertising that are shaping the finance industry today.
245 fully illustrated pages
Over 90 leading campaigns from across the United States
Includes advertising from banks, credit unions and savings & loans
Advertising includes newspaper, magazine, television, radio, outdoor, point of purchase, statement stuffers, and direct mail campaigns
Oversize format: 8–1/2” x 13”
Perfect Bound Soft Cover
Price: $89.95 + postage and handling

Looking at the best ads frombanks and credit unions
The Banking and Financial Services Big Book of Advertising is a sampling of exemplary bank and credit union marketing materials from 2003 and 2004. The editors culled the best of the materials published in the past two years of Financial Advertising Review, which is published by The Business Word. These marketing pieces employ a rich variety of imagery and style and make use of all available media, with a strong emphasis on television.
The subject matter of the Big Book provides a perspective on changes in the banking industry. Today, new electronic products are promoted instead of yesterday's ATMs, supermarket branches and telephone banking. Given the sweeping changes in the banking industry, it's natural more than one hundred pages of the Big Book feature branding, image and relationship campaigns. Their emphasis ranges from the organization's versatility and experience to its attitude and its employees.
The book's introduction includes an interview with Chip Culpepper, a principal with Mangan Holcomb Rainwater Culpepper, Little Rock, Ark., who forsees more branding in the future, accompanied by smart brand positioning. The book's section on branding shows some entertaining ad series featuring celebrities, which in Culpepper's opinion has the potential of backfiring, depending on the popularity of the celeb.
Most of the image marketing campaigns shown in the Big Book are employed by small banks reminding customers of their advantages over the Goliaths. Like the challenger, David, they use highly targeted ammunition, such as: "We're unlike any other bank. Thank Goodness." and "What's your bank's name this week?"
Rick Jacobs, a principal at Monigle Associates, Denver, is also quoted in the introduction. He observes that small regional and community banks are in the best position to employ emotive banking because of their "thicker corporate culture." He observes the importance of employees in making the brand promise come true.
Employees and bank executives are often seen in banks' television ads, which show them in humorous situations. Some are seen visiting customers at their work places, while others emulate Olympic heroes on skates and skis. One bank used customers' children on its television commercials, which parody a popular dot-com commercial.
The Big Book shows novel advertising for typical banking products such as checking, savings and loans—both commercial and personal. Some of the more esoteric campaigns include anniversaries, grand openings, children's banking and special promotions. All are clearly identified in the Table of Contents. An index at the back of the book directs the reader to the right page for ads from specific agencies, banks and credit unions.
Like any good retrospective, The Big Book invites readers to anticipate coming trends. Lori Danielson, corporate marketing director for Old National, Terre Haute, Ind., is quoted in the introduction predicting her bank will double its budget for television advertising in 2003. She finds television a better medium than print for depicting service and quality, but acknowledges that TV needs to work alongside other media. You'll find them all in the Big Book, so you can judge for yourself.

By Judith D. Botvin, Co-Editor, Banking and Financial Services Big Book of Advertising and reporter, Financial Advertising Review, publications of The Business Word.

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