REPEAT YOURSELF, REPEAT YOURSELF: Repetition and Redundancy in Financial Marketing By Nader Ashway

Ask any media buyer or planner about the most important aspect of a buy, and you’re likely to hear the word “frequency.”

SMALL BUSINESS BANKING: Lessons in Acquiring and Retaining Customers

Anyone walking the streets of New York City recently, will notice an increasingly common sight — banks on every corner. With rental prices in excess of $100 a square foot, these banks are aggressively looking for new customers, particularly small businesses. The marketing campaigns directed to small businesses have been just as aggressive.There is much wrong with these marketing approaches, but let’s look at a number of ways around the problems.

ARDENT SUITORS: A Financial Marketer’s Guide to Selecting the Right Agency By Karl Yehle

It starts as an innocent flirtation. A long and sometimes complex courtship evolves. Is this someone we can trust, respect and live with for years? Are we simply infatuated with the charming personality or is this the real thing?

INTERVIEW

VERBATIM: JFAMInterviews Marketing Legend, Don Schultz, Ph.D., Professor of Integrated Marketing Communications, The Medill School of Journalism, Northwestern University

In this issue of The Journal of Financial Advertising & Marketing, we turn our attention to a direction we have not traveled before academics.

METRIC

WHAT COLOR IS YOUR BRAND? (And Who Cares) By Nader Ashway

On a recent commute along a major interstate in New York City, a large trailer drove alongside my car. I was struck with the audacity of the massive graphic painted on its side.

FEATURE

CONSUMER RULES: Who’s Got The Power Now? By Steve Gardner and Tom Nelson

If you don’t receive at least half a dozen articles and e-mails about the need for new ways to reach consumers, you’re not in marketing.

FEATURE

THE AUDIENCE WITHIN: Employees Become Key Target Market

Several years ago, a super-regional bank considered an innovator (I’ll call it Bank A) invested heavily to build a capital management business that moved the institution beyond traditional banking.