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 alternative forms of which differ in terms of main message strategy and overall method of presentation (structure). Examines the relative effects of verbal only advertisements...