El valor de la comunicación publicitaria en las entidades bancarias
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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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Berenguel Fernández, José Antonio. “El valor de la comunicación publicitaria en las entidades bancarias”. Questiones Publicitarias, 2006, vol.VOL 1, no. 11, pp. 13-31, https://raco.cat/index.php/questionespublicitarias/article/view/349845.
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