Advertising .... image or product?(Column)

Bank Marketing | December 1, 1995| | Copyright

In my 25 years in the bank marketing business, I have seen the one argument rage on: which type of advertising is most effective - image or product? And I don't think the argument will end any time soon. Why? Because every organization must first set forth its advertising goals and objectives, and then develop the proper style and message to accomplish those goals.

Too often there is a significant difference in defining each of these forms of advertising. One person's image ad is another person's product ad and vice versa. However, it is my belief that certain image ...

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