Advertising Campaigns in Banking Using Images of Famous People.

Topics: Advertising, Brand, Communication design Pages: 7 (1983 words) Published: July 4, 2013
Montreux School of Business

Business and Finance. Advertising campaigns in Banking using images of famous people.

Artem zorin

26/06/2013
1830 words

Content
Introduction..........................................................................................................................................3 Advertising...........................................................................................................................................4 Creating brand by using the image of famous people..........................................................................6 Conclusion............................................................................................................................................8 Bibliography.........................................................................................................................................9

Introduction

Today, banking services look very similar to each other. While comparing various products, a customer has often no idea which one is the best for him and he does not even know how they differ from each other. In order to understand the difference between them, it requires a thorough analysis, for which a potential buyer does not have enough time. In most cases, the choice of customers is based on irrational considerations.

By observing recent advertisements in banking sector, I came to conclusion that most of them are becoming less informative and more focused on creating a positive image of the bank and its product. This creates an impression that the product or service is essential to the customer and its possession or use of service means that the buyer belongs to a group of "the wise" or "better ones" who are "well chosen".

Further observations has shown that it is becoming increasingly popular to use celebrities in advertisements of well-known banks, as public has sympathy, respect and trust towards those people. These advertisements include actors, successful athletes and popular personalities from the media world. The common feature of these various industry representatives is their universal recognition.

Therefore, the subject of this work is to look at how banks are creating a positive image though their advertising campaigns by using celebrities. The goal of my work is to present the role of the brand, the essence of advertising, as well as to demonstrate the specific marketing activities with the use of recognition of famous people. The first part provides information on the purpose of advertising, its functions and types. The second part shows how branding is done with the help of famous people in Russia. Lastly, I will conclude the research by evaluating advertising activities in banking sector and their effectiveness.

Advertising

Advertising is usually presented as a message that aims to increase demand and thus sales of a certain product. However, this definition is incomplete and should be supplemented by two important elements. The first one concerns the creation of advertising in order to reduce demand. An example could be an anti-smoking or anti-alcohol campaign. The second element is to present advertising as a combination of information and persuasion, prompting the customer to buy the product with better selectiveness.

Since advertising is a broad concept, it is understood in many ways. Philip Kotler says that advertising is a measure of information and propaganda, designed to increase the level of knowledge of brand, product and company of its customers or potential customers. However, Belch & Belch write that advertising is any form of communication about a product, organisation, ideas or services originating from a distinct source, facing the environment.

The most common purpose of advertising is to create customer awareness of the existence of a company, product or brand. The customer should spontaneously recall the advertised name, and at...

Bibliography: Anastasia Vahlamova (2011). Is there any use of celebrities.Available: http://magazine.rbc.ru/2011/05/01/main/562949980359748.shtml. Last accessed 20/06/2013.
Dmitry Belter (2009). Celebrities in Advertising. Available: http://www.reclamesecret.com/mean_brandimage_vtb.shtml. Last accessed 20/06/2013.
Dmitry Vinokurov, Andrei Krylov (2012). Advertising techniques (banks). Available: http://www.itctraining.ru/library/info/235. Last accessed 20/06/2013.
Ph. Kotler, G. Armstrong (1989). Principles of marketing. Prentice Hall International, London
Upshaw L. B. (1995). Building Brand Identity – A Strategy for Success in a Hostile Marketplace, John Wiley&Sons, New York
M. Porter (2006). Competitive Advantage: Getting and Sustaining Superior Performance, Gliwice
A. Wheeler (2010). Branding: a guide for brand managers, London
Barry P. (2010). Ideas in advertising: ideas, strategies and campaigns., PWN, Warsaw
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