oa Journal of Marketing - Absa - a step ahead of its competitors : advertisement

Volume 2009, Issue 01
  • ISSN : 1811-9565



In advertising circles, financial institutions are seldom associated with great creative opportunities. You don't hear art directors running through agency corridors yelling "Woohoo! I got a bank brief!" Copywriters don't jump for joy at the prospect of an interest rate ad.

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