Present states in the U.S. mortgage sector supply a rich context for investigating the placement and advice used in advertisements for mortgage products. This post examines television, radio, and print advertising messages applied to boost prime and subprime mortgage products. Marked differences are revealed by an analysis of these advertisements messages in the promotion for subprime and prime mortgage offers. Prime mortgage market ads tended to highlight 'the American dream of homeownership' and low rates, and commonly supply in-depth loan terms.
Where's the Fine Print Advertising and the Mortgage Market Crisis Case Study Solution
On the other hand, subprime loan ads were based on fear appeals, motivating customers to rely on the lender/broker for help and emphasizing debt issues. These important dissimilarity in the advice accessible to consumers for various mortgage products may have exacerbated industry information asymmetries and led to the current mortgage disaster.
PUBLICATION DATE: November 01, 2009 PRODUCT #: CMR439-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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