Advertising by Banks in Hong Kong: A Content Analysis
Dan‐lin Hsu
(The Chinese University of Hong Kong)
Suk‐ching Ho
(The Chinese University of Hong Kong)
281
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
Citation
Hsu, D. and Ho, S. (1988), "Advertising by Banks in Hong Kong: A Content Analysis", International Journal of Bank Marketing, Vol. 6 No. 2, pp. 62-67. https://doi.org/10.1108/eb010832
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited