Advertising by Banks in Hong Kong: A Content Analysis
International Journal of Bank MarketingPublished 1 February 1988
Dan‐lin Hsu, Suk‐ching Ho
Citations4
SJR quartileQ1
SJR score1.44
SNIP1.85
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Abstract
Hong Kong is an international financial centre. The banking industry is thriving and at the same time keenly competitive. Advertising is assuming an important role in the bank's promotional programme. A content analysis of a number of advertisements placed by banks was performed from which it was concluded that banks have done a good job in tangibilising their services.
Keywords
Business, Management and Accounting
Business HorizonsGuidelines for the advertising of services
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