El valor de la comunicación publicitaria en las entidades bancarias. Un caso real: "La hipoteca yogur (ligera) de CajaSur"
ISSN: 1133-6870, 1988-8732
Year of publication: 2006
Issue: 11
Pages: 13-32
Type: Article
More publications in: Questiones publicitarias: revista internacional de comunicación y publicidad
Abstract
The main objective of this article is to try to explain what is the real value of the communication in the bankings companies. This paper deepens in the peculiarities of the financia! products and consumers in the lasts years. Finally and to illustrate this study, we analize one real case of the banking advertising, "the light mortgage of CajaSur':
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