Advertising and marketing programs increase consumer confidence in the long-term health of financial services companies.
Researchers at Nielsen IAG, a unit of the Nielsen Company, New York, have published that conclusion in a summary of results from a Web-based survey of 5,500 U.S. consumers.
When Nielsen IAG surveyed investors about their own banks, insurance companies and investment firms, 55% of the investors who said they had seen more advertising for their financial institutions reported having “complete confidence” in the financial health and soundness of their financial services providers. Only 18% said they had “little or no confidence” in their providers.
However, among those who said they had seen less advertising, only 18% said they had complete confidence in their financial services providers, and 45% said they had little or no confidence in the providers.