Bank of America – using research to build break-through marketing in financial services – the story of 'keep the change'
I. INTRODUCTION
In the spring of 2006, Bank of America launched an advertising campaign designed to drive awareness and...
Bank of America - using research to build break-through marketing in financial services – the story of ‘keep the change’
For years, Bank of America’s advertising was built on messages about convenience and service, but by 2005, new customers were getting harder to find due to the increasing size of the bank and a saturated market.
