Financial Advertising

Résumé du document

Financial advertising generally refers to two different topics. Indeed, on one hand, it concerns the financial information published by big companies specialized in different branch industries,and, on the other hand, the advertising made by specific financial businesses such as banks, or insurance companies. But, this subject will specifically examine the advertising made by financial companies. In order to appreciate the different means of financial advertising, we will approach several aspects: first we will examine the idea of financial advertising. Then, we will consider the different rules, the advertising expenditures and the media used. Finally, we will study the content of financial advertising by presenting different ideas such as the image, and the advertising campaigns.

Extraits

[...] Allstate, insurance company in the USA: the ads represent the intention of the company to take the consumers' interests into consideration. Dresdner bank, bank in Germany: the campaign of the german bank is based on conversations between iconic stars of the 20th century such as Marilyn Monroe, Albert Einstein It shows people who share different ideas. The company wants that people feel free to think diferently without being rejected by the society. The comment of the ads is “Unexpected viewpoints. [...]

[...] The slogans are also a key element in advertising, and according to the mapping, there are four main ideas which are represented with the slogans. Lastly, we observed that financial advertising articulates itself around five concepts: the notoriety, the products and services, the relationship and the customers' needs, the quality of the services and young people. But, even if these concepts for advertising are different, it seems that there is no rule for one or another country. It seems that the orientation of the advertisements is made according to the positioning and the strategy of the financial institution. [...]

[...] Financial Advertising FINANCIAL ADVERTISING Financial advertising generally refers to two different topics. Indeed, on the one hand, it concerns the financial (and legal) information published by big companies specialized in different branch industries, or, on the other hand, the advertising made by specific financial businesses such as banks, or insurance companies. But, this subject will specifically examine the advertising made by financial companies. In order to appreciate the different items of the financial advertising, we will approach several aspects: first we will examine the idea of financial advertising. [...]

[...] It is generally the description and the perception of the financial company. HSBC: world's local bank” Citibank: whole world in one bank” Bank of America: “Embracing ingenuity” BNP Paribas Bank: bank for a changing world” Banque Populaire, France: bank and popular at the same time” The relation The concept of relation takes place in an area where the receiver and the profession of faith of the advertiser are involved. It refers to the relationship between the company and the consumer. [...]

[...] Pacific Life, insurance company in the USA: the commercials of this insurer propose financial solutions in order to prepare the future. Indeed, each ad represents a situation in the life such as a journey, retirement, financial planning and it gives the solution. The quality of the services As the products and the services are quite the same for all banks and all insurance companies, they find another way to communicate, which is the quality of the services and so the promise to give good results and good services. [...]