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Article: Literature lessons: new research reveals what consumers and IFAs really want from product literature.(Product Literature)
- Article from:
- Money Marketing
- Article date:
- October 2, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When you consider the millions of pounds that financial product providers pour into their product literature budgets, it might come as a surprise that many of them rarely evaluate the effect of their literature formally on target customers and IFAs.
Bearing in mind the FSA's concern that customers should understand the products they buy and that clear literature is key to this, this inactivity can raise a few eyebrows. However, considering there has been no cost effective method for providers to increase their level of knowledge in this area, then perhaps it is not so surprising.
As a brand and research company with a long record of working in the ...