Media Integration of Financial Communications

Shih-Lun Alex Wang

Chapter Chapter 5 in Financial Communications, 2013, pp 79-96 from Palgrave Macmillan

Abstract: Abstract Chapter 4 defines opportunity to process a financial communication as the executional characteristics that favor the information processing of such a communication. One of the opportunity enhancement strategies focuses on executional factors that can enhance the media effects on processing a financial communication. Medium is a vehicle that delivers a financial communication. Financial marketers need to make their communications available to consumers. In general, they can employ various media such as print media, broadcasting media, electronic media, and mobile media to deliver their communications. Thus, this chapter first examines the media effects on the processing of financial communications. Then, it discusses the effects of media integration on this processing.

Keywords: Financial Marketer; Dynamic Logic; Personal Involvement; Brand Attitude; Brand Awareness (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35187-6_5

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DOI: 10.1057/9781137351876_5

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