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Published: February 6, 2007
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Getting a Return on Financial-Services Marketing

Author Profiles:

Joni Bessler (bessler_joni@bah.com) is a vice president with Booz Allen Hamilton in San Francisco. She specializes in strategy and operational effectiveness for financial-services companies.
Steven Treppo (treppo_steven@bah.com) is a principal with Booz Allen Hamilton in Cleveland. His work is primarily conducted in the area of growth strategy development with consumer packaged-goods companies, with a focus on analytical marketing.
Ashok Notaney (notaney_ashok@bah.com) is a senior associate with Booz Allen Hamilton in San Francisco. He focuses on operations strategy for retail consumer and retail financial-services companies. 
 

 
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Resources

  1. “100 Leading National Advertisers,” Advertising Age Special Report, June 26, 2006: An overview of advertising trends and data in 2005. PDF download.
  2. “AAF Survey of Industry Leaders on Advertising Industry and New Media Trends,” American Advertising Federation, November 2006: Study analyzing the shift of ad dollars from television to new media. Click here.
  3. Joni Bessler, Steven Treppo, and Ashok Notaney, “Climbing the Learning Curve: Understanding Marketing ROI in Financial Services,” Booz Allen Hamilton white paper, December 2006: The piece on which this article is based goes into more detail for industry leaders. PDF download.
  4. “Innovating Customer Service: Retail Banking’s New Frontier,” strategy+business/Knowledge@Wharton white paper, December 22, 2006: How FS companies can get over the “speed bumps” that hinder innovative marketing practices. Click here.
  5. Lisa Phillips, “The Financial Services Media Mix,” iMedia Connection, June 2006: An overview of FS spending in television, print, radio, Internet, and outdoor media. Click here.