Draft 2 - Bank of America Advertisements and Press Releases Bank of America advertises in order to build firm customer relationships Along with

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Bank of America Advertisements and Press Releases Bank of America advertises in order to build firm customer relationships. Along with developing a good rapport with consumers, Bank of America has to raise an awareness of its services and inform the public of who they are. “The customer's awareness of the bank can be increased by the bank's advertising and by personal contacts between the customer and personnel representing the bank. In smaller communities, however, customer awareness of a particular bank is generally assumed. Bank advertising then can be designed to achieve other goals such as promoting the image of the bank as one that cares about its customers and serves the community” (Hanson, 1993). Bank of America advertises many of their products and services. Just a couple of years ago they advertised new fees on their returned checks. They also advertised the fact that they will no longer be offering free checking accounts. Bank of America also started a new program called mobile banking which allowed their fellow customers access to their accounts right at their fingertips wherever they go. In order to get this out to the public, Bank of America aired two commercials nationwide. As a result, “Bank of America has more
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This note was uploaded on 07/18/2011 for the course COMM 101 taught by Professor Jones during the Spring '11 term at Broome Community College.

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Draft 2 - Bank of America Advertisements and Press Releases Bank of America advertises in order to build firm customer relationships Along with

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