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Bank Marketing Survey Report

What are today's trends in bank marketing? How does your bank compare to competitors when it comes to advertising expenditures? Are you getting sufficient return on your marketing dollars? What about branding—is your bank being promoted as effectively as possible?


Gain insights into these and the other significant issues that are transforming today's bank marketing scene and reshaping the way top bank executives view marketing's role in their strategic planning. The ABA Bank Marketing Survey Report explores in detailed charts and analytical text such significant topics as CRM and MCIF, Internet marketing, cross-selling and sales incentives, direct marketing, ad agency use, allocating marketing monies to advertising, public relations and sale promotions, and using successful strategies against the competition. Some of the surveys findings include:

  • Advertising expenditures accounted for 53 percent of 2005 marketing expenditures.  Other major expenditures include public relations (23 percent) and sales promotions (16 percent). 
  • Banks increased spending for newspaper advertising to 31 percent of total advertising dollars spent, compared to 26 percent in 2003.  Spending for radio commercials decreased from 15 percent in 2003 to 12 in 2005.  Television commercials' share of advertising expenditures remained at 6 percent.
  • Fifty-eight percent of public relations expenditures went towards community relations activities, up from 49 percent in 2003.  Banks with $5 billion to $24.9 billion in assets spent 19 percent of their public relations dollars on shareholder relations, however those with $25 billion or more in assets spent a comparable proportion on media relations.
  • Banks with less than $5 billion in assets spent the largest share of their sales promotion budget on give-away items (32 percent). Banks with $5 billion or more in assets spent almost half (48 percent) on point-of-sale materials, such as displays, banners and brochures.


CEOs, senior marketing executives and other senior bank executives, marketing managers and communications directors—in fact, all those involved in promoting your bank's brand and products, and planning its future profitability—should read this report. You will not want to miss this unique opportunity to compare your policies, practices and performance with those of your peers. 


Release date: September 2006


View the table of contents (PDF)

View the index of data tables (PDF)


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Your comments and questions are very important to us. Please send an email to Benchmarking and Survey Research or call us at 1-800-BANKERS (226-5377).