Advertising cost per account.

Rural banks with assets between $100 million and $199.9 million and metropolitan banks with assets between $50 million and $99.9 million report the lowest advertising costs on a per-account basis in 1992. Asset size in millions Less than $50- $100- $200 Headquarters $50 $99.9 $199.9 and over Average Rural area $3.00 $3.15 $2.03 - $2.99Small city 3.39 3.58 3.63 $3.10 3.49Midsize city 3.19 6.11 4.53 5.18 4.48Larger city 7.12 7.84 6.63 3.59 4.66Metropolitan 4.19 2.33 5.93 6.97 6.31Average 3.18 3.70 4.35 4.94 4.13

For reprint and licensing requests for this article, click here.
MORE FROM AMERICAN BANKER