Promoting Financial Services with Glittering Prizes

Abstract

There appears to be a common misconception within financial services marketing that the field of sales promotion is somehow irrelevant. Demonstrates that although some sales promotion tools are inappropriate for financial services, there are others which offer considerable opportunities for effective marketing communications. Focuses on one promotional technique which has had an increasingly visible impact within financial services in recent years – the promotional competition. Uses a survey covering 57 competitions to demonstrate the extent, nature and implications of their use to promote financial services.

Citation

Peattie, S. and Peattie, K. (1994), "Promoting Financial Services with Glittering Prizes", International Journal of Bank Marketing, Vol. 12 No. 6, pp. 19-29. https://doi.org/10.1108/02652329410063232