Media Integration of Financial Communications

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.KeywordsFinancial MarketerDynamic LogicPersonal InvolvementBrand AttitudeBrand AwarenessThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.