March 20, 2009
Report on Business
The Globe and Mail
5If you're a bank, television ads might be your best bet, according to a new study.
Returns on ad performance were monitored at 32 of the largest 50 U.S. banks, and those with the best numbers were not necessarily the ones spending the most but instead those with the heaviest TV budgets.
That's according to research firm Aite Group, which studied the banks from 2006 to 2008. The lesson is that sheer budget size does not always yield high returns, Aite told Advertising Age. Other media tended to ramp up awareness for the banks but did not result in new deposits or loan activity.
Mitch Drew
mdrew@s-vox.com
604-575-4115 direct
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