Rebecca Belvederesi-Kochs

Weltspartagsmarketing im „Wirtschaftswunder“: Vom moralischen Sparappell zur Kundenorientierung

The following paper analyses the marketing strategies of “Sparkassen” (savings banks) and their umbrella association, the German Savings and Giro Association, regarding World Thrift Day in post-war Germany. After the West German currency reform in 1948, the World Thrift Day was a very convenient occasion to restore the savers’ confidence successfully. The latter is proved by a quantitative analysis. In addition, the paper identifies two different phases of World Thrift Day marketing. The first one is characterised by moralising advertising strategies, focussing on thrift education. This approach reflected the organisational basic assumptions. Till 1957, the conceptual design was based on generalised advertising messages: they turned to the public in order to communicate the social commitment of “Sparkassen”.

However, in the late 1950s marketing conceptions changed and customer orientation pervaded the World Thrift Day advertisement. In this context, two “emerging” target groups are discussed: women and wage earners’ households.

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