Financial Services Marketing, 2nd Edition

11  Promotion

Learning objectives

At the end of this chapter you should be able to:

•  explain the basic principles of communication for marketing;

•  examine the process of planning a promotional campaign;

•  provide an overview of the strengths and weaknesses of different approaches to promotion for financial services;

•  understand the impact of new media on the management of marketing communications.

11.1 Introduction

The term ‘promotion’ refers to the range of methods used by an organisation to communicate with actual and potential customers in order to evoke an attitudinal position and an appropriate behavioural response. A commonly used alternative description of this activity is ‘marketing communications’ (marcoms) and for many this ...