Laskey, Henry A.; Seaton, Bruce; Nicholls, J.A.F. - In: International Journal of Bank Marketing 10 (1992) 3, pp. 3-8
Reports on the results of an empirical test to evaluate the effectiveness of alternate forms of bank advertising, the … both male and female models, and studies several alternative measures of advertising effectiveness. Results suggest that an … informational strategy is more effective for bank advertising than a transformational strategy. Advertisements which include both …