Abstract
Deals with the advertising strategy of a multinational financial institution. Apart from illustrating how FNCB's advertising strategy forms part of the overall corporate strategy, issues relating to the relationship between corporate and specific product advertising, and message and media strategy (including problems of measurement of advertising effectiveness) are raised.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | F&A0171(A) |
| Title | First National City Bank (A) ** |
| Pages | 21 |
| Published on | Jan 1, 1970 |
| Year of Event | 1969 |
| Authors | Prasad, Keshav; |
| Area | Finance and Accounting (F&A) |
| Discipline | Operations Management, Organizational Behaviour, Strategic Management |
| Sector | Banking Finance Insurance (BFI) |
| Country | India |
My Cart
You have no items
in your shopping cart.