主题：Banks’ Image: Evidence from Financial Advertising
主讲人：Allen Hu（胡安），不列颠哥伦比亚大学商德州扑克大小
助理教授
时间：2月19日（周三）上午10:00-11:30
地点：4-101教室
语言：英文
摘要：
How do banks strategically craft their image to highlight strengths and maximize value? This paper examines financial advertising using over a decade of TV commercial video data. We categorize persuasive elements into four types: pricing advantages, service quality, trust-building, and emotional appeal. Banks with strong local market shares emphasize service and inspiration, while productive banks focus on pricing. High-rate banks target rate-sensitive depositors, whereas low-rate banks highlight trust and emotion. Banks also tailor ads to local demographics, increasing minority representation in targeted areas. Using a border discontinuity design, we show that advertising intensity and style strongly impact deposit quantities, spreads, and loan origination. Higher advertising expenses correlate with higher deposit spreads, while different persuasive elements affect demand for various financial products. These findings reveal how advertising aligns with operational strengths, market positions, and demographics to boost franchise value and competitiveness.
