El valor de la comunicación publicitaria en las entidades bancarias

Authors

  • José Antonio Berenguel Fernández Universidad de Cádiz

Abstract

The main objective of this article is to try to explain what is the real value of the communication in the bankings companies. This paper deepens in the peculiarities of  the financia! products and consumers  in the lasts years. Finally and  to illustrate this study, we analize  one real case of the banking advertising, "the light  mortgage of CajaSur".

Keywords

Banks, marketing, advertising, banking communication

References

Aʟᴄᴀɪᴅᴇ, Juan Carlos y Sᴏʀɪᴀɴᴏ, Claudio (2005): Marketing bancario relacional. Madrid, McGraw-Hill.

Gᴀʀᴄíᴀ Uᴄᴇᴅᴀ, Mariola (1995): Las claves de la publicidad. Madrid, ESIC.

Gᴏɴzáʟᴇᴢ Lᴏʙᴏ, Mª Ángeles (1994): Curso de publicidad. Madrid, Editorial Eresma.

Sáɴᴄʜᴇᴢ ɢᴜᴢᴍáɴ, Juan Ramón (1997): Marketing financiero. Madrid, Civitas.

DOI

https://doi.org/10.5565/rev/qp.135

Published

2006-07-31

How to Cite

Berenguel Fernández, J. A. (2006). El valor de la comunicación publicitaria en las entidades bancarias. Questiones Publicitarias, (11), 13–31. https://doi.org/10.5565/rev/qp.135

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Copyright (c) 2006 José Antonio Berenguel Fernández

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.