Finance and national newspapers: creative report

This article discusses a test of 100 financial services ads by the Newspaper Marketing Agency (NMA), which showed that they were failing to connect with consumers.

Finance and national newspapers: creative report

Maureen Duffy

A creativity deficit is hampering the performance of advertising in the financial services sector. While advertising in many consumer product categories is catching up with new thinking to harness the brand-building power of national newspapers, the approach to the financial services category is lagging behind.

The Newspaper Marketing Agency (NMA) tested quantitatively 100 ads from financial services companies in the main newspaper and its sections. We compared the results against the norms for the 2006 NMA effectiveness study, in which newspaper ads in six brand campaigns were designed to work with the...

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