Internet advertising of banks in Sweden during the present financial crisis

Abstract: The purpose of this study is to provide the view on the online advertising’s characteristics during the present financial crisis in Sweden. To achieve the purpose, multiple case study of four main Swedish banks is used with the predominance of descriptive method. The main finding of this study is close interaction between the advertising character and market trends impact. This main observation has a great impact on the character of the analysis and affects almost every functional aspect of the advertising. Besides that, also five other main observations were made. Following them, it is especially worth to mention that advertising can be a source of competitiveness, a way of differentiation or a way of conditioning customer. From all the study findings, clear image of ads typical features, functions and roles in the banks’ prosperity arises.