chapter  19
14 Pages

The neglected art (and science) of fi nancial services advertising

ByKaren Robson, Leyland Pitt

Financial services are a central component of most of our lives: we keep our money in banks, we acquire insurance policies for our homes, cars, and lives, we invest money for our retirements and we use credit to make large purchases. Due to the reach and signifi cance of fi nancial services, fi nancial services advertising is big business.