BUSINESS
04/19/2009 05:12 am ET Updated May 25, 2011

Nielsen Advertising Survey: Marketing Is Key

At a time when financial institutions are pulling back on their advertising, a new study from Nielsen IAG shows that consumer confidence in the long-term health of these companies is dramatically influenced by advertising and marketing efforts.

When asked about their own banks, insurance companies and investment firms, 55% of respondents who said they had seen more advertising for their financial institution reported having "complete confidence" in the financial health and soundness of their financial company and only 18% said they had "little or no confidence" in their company. However, among those who said they had seen less advertising, only 18% had "complete confidence" in their financial company and 45% said they had "little or no confidence" in their company. Overall, a minority of respondents said they had "Complete Confidence" in their financial institutions.

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