"This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of...

The purpose of this study is to examine trends in the use of advertising appeals by banks in the UK advertising mortgages, based on a content analysis of the newspaper advertisements of banks, using a coding system to enable an observation of the content of communication and its categorisation,...

Getting a Mortgage has been described as one of the greatest financial decision a consumer will make in their lifetime and it is expected that the customer has considered various options before making that choice, This study looks at the creative design and strategies adopted by three banks to...

While practitioners have adopted nostalgia-based marketing and advertising strategies, consumers’ responses have also been empirically considered, the theoretical argument of this paper is how the brand context affects these outcomes. No doubt, nostalgia can evoke positive emotions, but can...

Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.