Phoenix Marketing Retail Banking Research Ranks Effectiveness of Banks’ Advertising Campaigns
Over 2000 monthly surveys reveal which banks’ ads draw responses, generate revenue, and outshine the competition
Boston, MA – October 25, 2007 – Phoenix Communications and Brand Analytics (CBA), a Phoenix Marketing International practice, today announced the results of its advertising and brand performance study for Retail Banking. This proprietary research monitors over 50 bank advertisements each month in print, broadcast, and online channels and provides customized reports to each study subscriber.
“Our clients need to know how their brand is playing in the marketplace, both on its own and against the competition,” stated Lane Mann, Executive Vice President of Phoenix CBA “Our research delivers a multi-dimensional view of the retail banking landscape from the customer’s perspective. Our clients gain insights on the relative importance and creative performance of their ads and competitors’ ads that appear in print, on TV, radio, and on line.”
Mann also pointed out that the research demonstrates advertising’s impact on customers’ willingness to consider competing banks and on their decisions to take actions like requesting information on products and services, starting new banking relationships, and increasing account balances.
“Clients who subscribe to our Retail Banking Study get timely new insights on brand development, individual ads’ performance, and the effect of their advertising on brand growth,” continued Mann. “They can make monthly ad rotation decisions based on each ad’s success with driving a market response. We also help clients evaluate ads before launch and make go/no-go decisions on ad placement.”
Phoenix’s retail banking research employs online survey panels of pre-qualified customers. The company conducts over 2,000 surveys each month, with at least 100 assessments per ad in the full-motion video, TV, radio audio track, and print categories. Research results reveal over 70% Top Share-of-Voice advertisers in each category, and each Phoenix client is ranked against its top competitors. For a sample of the latest research, please visit http://www.phoenixmi.com/cba/inthenews/ .
About The Phoenix Communications and Brand Analytics Practice
The Communications and Brand Analytics Practice of Phoenix Marketing International specializes in evaluating advertising effectiveness and measuring brand performance. Large category audits with thousands of responses are fielded every month. Predictive models are developed and used to score category audits for Investment Services, Financial Advisors, Active Trader, Consumer Credit Card, Property and Casualty Insurance, Automotive, Business Credit Card, and Business Banking.
About Phoenix Marketing International
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States and partner to many of the largest companies in the financial services, consumer package goods, automotive, healthcare, and travel and leisure industries worldwide. Phoenix also offers advanced advertising and brand measurement along with direct marketing expertise.
Phoenix Marketing Contact:
Lane Mann, EVP
Phoenix Communications and Brand Analytics Practice
508-647-0151
Press Contact:
Ray Graber, Graber Associates LLC
781-221-0018