Who is influencing your financial choices?

Joanne Parker

Parker believes that influence through reference has replaced deference for consumers who seek out the views of their peers, TV presenters or newspaper columnists, such that 60% of financial advertising and direct mail messages account for less than 20% of influence.

Who is Influencing Your Financial Choices?

Joanne Parker

There used to be a time, not so long ago, when young boys doffed their caps as their headmaster passed by; when the bank manager was held in such high regard that it was inconceivable to question his authority; and when politicians were revered as the custodians of a civilised society.

And there also used to be that enviable epoch when consumers believed everything they saw on television and a comprehensive ad campaign could change the habits of a generation. How adland must be missing those days, as time moves on and...

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