The Role of the PR and Advertising Agency in the Marketing of Financial Services

“Financial services” is a shroud which seems to unify a number of activities which are in reality quite diverse. Statistics of advertising are one indication of marketing activity in this sector. They include categories as diverse as “boroughs and corporations” advertising loans to the public, “credit cards” offering at one and the same time credit facilities and a means of payment, and “prospectuses” which are invitations to invest, usually in quoted securities, while “insurance and assurance companies” could include anything from life offices advertising their reversionary bonuses to insurance brokers commending their services as risk management consultants. The common factor throughout is money; usually money changing hands for a monetary return, but the market may be consumers, industry, or banks and other financial institutions worldwide.