El valor de la comunicación publicitaria en las entidades bancarias

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".