Advertising Campaigns in Banking Using Images of Famous People Essay

Today, hind endting service look real similar to each other. While examine conglomerate growths, a client has very oft no idea which one is the surpass for him and he does non even fill out how they differ from each other. In night club to understand the difference between them, it requires a thorough analysis, for which a electric potential vendee does not clear enough time. In roughly cases, the choice of customers is based on irrational considerations.By observing late(a) advertisements in curseing sector, I came to conclusion that just near of them ar becoming less informatory and more than than foc enforce of thoroughlys and rund on creating a positive ambit of the bank and its produce. This bring outs an imagination that the product or service is all important(p) to the customer and its possession or subprogram of service means that the bribeer belongs to a group of the wise or reveal ones who are well chosen. provided observations has shown t hat it is becoming more and more popular to physical exertion celebrities in advertisements of well- cognise banks, as reality has understanding, respect and trust towards those great deal. These advertisements include actors, prosperous athletes and popular personalities from the media world. The common feature of these various industry re contributeatives is their universal erudition.Therefore, the subject of this proceed is to look at how banks are creating a positive jut out though their advertise be givens by using celebrities. The goal of my track down is to present the role of the strike off, the essence of advert, as well as to demonstrate the precise selling activities with the routine of recognition of historied concourse. The starting signal part provides tuition on the purpose of advertise, its run shorts and types. The second part shows how imperfectioning is done with the help of celebrated good deal in Russia. Lastly, I leave alone adjudica te the research by evaluating publicise activities in banking sector and their tellingness.AdvertisingAdvertising is unremarkably presented as a message that aims to amplification expect and thus sales of a certain product. However, this definition is incomplete and should be supplemented by two important brokers. The offshoot one concerns the creation of advertise in gear up to reduce demand. An example could be an anti-smoking or anti-alcohol campaign. The second element is to present announce as a confederacy of education and persuasion, prompting the customer to buy the product with better discriminatingness.Since advertise is a broad concept, it is understood in many a(prenominal) ways. Philip Kotler says that advertising is a measure of information and propaganda, designed to increase the level of acquaintance of brand, product and company of its customers or potential customers. However, Belch & Belch release that advertising is any form of parley about a product, organisation, ideas or services originating from a distinct source, facing the environment.The nearly(prenominal) common purpose of advertising is to name customer awareness of the existence of a company, product or brand. The customer should spontaneously recall the advertised name, and at the aforementioned(prenominal) time be encouraged to re-purchase. other objective is to brinytain positive beliefs about the characterisation and to create the best workable relationship with the client. These objectives could not be achieved merely by using advertisements, as an integrated marketing plan is required for those purposes. other function is related to the issuing of free-enterprise(a) messages in response to competitors advertising messages. The master(prenominal) objective is to increase the attractiveness of their products. other way is to weaken the define of the tilt by presenting their products from a weaker side.There are also two major function of adv ertisements. Consumer advertising geted at specific customers. A significant number of advertisements on television, wireless or newspaper is consumer-based. A attribute feature of these ads is that it is financed by the manufacturer or dealer who sells the product. Advertising to the companies also known as industrial, commercial and so-called job advertising. The vast majority of advertisements related to consumer is find in all types of media. Business advertising presents in specialised publications or passe-partout journals.The objectives and functions of advertising divide them into two more elements Advertisement is designed in order to earn demand for the product, such(prenominal) as American cigarettes, fruit from Morocco, Polish chocolate. It is apply in one of two situations. The first is part is when a product is getting launched. It is called pioneer advertising. The creation of such advertising is associated with the implementation of the following three obj ectives1) To introducing a new product to market. 2) To affect selected markets, step-down of the contractors carrying out the tasks. 3) To inform the pioneer. The second element is connected to advertising to maintain the demand. such(prenominal) advertising is used throughout the product life cycle and seeks to maintain or stimulate demand.It is also important to mention, that the selective demand advertising is distinct from the main demand advertising which is designed to stimulate demand for individual brands. It is a belligerent advertising that appears in the second product life cycle, when there are already competitive products on the market. The company is difficult to gain an advantage through the promotion, so that customers remember those product. This is usually done by highlighting the advantages and unique advantages of the product everyplace a competitor. Another form of selective demand advertising is comparative advertising.Creating brand by using the imag e of famous peopleA company that wants to in effect advertise its brand, should not reserve cash in hand for advertising campaigns. Power of the media is unbelievably enormous these days. Media is considered as a fourth precedent in terms of influence on public. Regarding the banking sector in Russia, it is becoming increasingly popular to use images of famous people in advertisements. It comes to media operations, whose primary objective is to create the brand advertising, where the actor or some other person from the world of politics, bloodline, etc. represents the business and associated with the product. Mechanics of this advertising method is simple-minded This famous person uses the services of the bank N. So its a good bank and you can trust it.This advertising method has several advantages 1) The fame of notoriety and his tone is employ to the brand. 2) If a customer feels self-confident towards the celebrity, this confidence get out be applied to a brand. Incre ased brand allegiance among fans of celebrities. 3) The client is more prepared to use products and services and has positive attitude towards the brand reduces attention to the price.An example of a effective application of such a schema is the brand image advertising campaign of VTB 24, which began back in 2008. The campaign was strengthened on attracting celebrities to advertise the bank as a reliable, stable institution that can be believe. Those celebrities where a coach Tatiana Tarasova, actresses Ingeborg Dapkunayte and CHulpan Hamatova, composer Igor Sharp, etc. Shall I call a a couple of(prenominal) celebrities this is the safest option, because you can work on different audiences at the same time believes the managing film director of BBDO Branding Olga Konovalova. However, some experts pointed out that a participation of an actor Konstantin Khabenksy was not exclusively successful the campaign . Usually his characters have unpredictable personality they do not re present the stability that people are willing to see in the bank.Overall, untested & Rubicam advertising agency believes that this strategy seems to be justified. This campaign helped to create an image of VTB 24 as one of the most stable and popular among celebrities banks. Moreover, the brand recognition of this bank increased from 34 to 45%.But not all advertising campaigns became successful. At the first glance I thought I was imagining things that was the reaction of most passers-by when they first saw the billboards of the bank combining with an image of Bruce Willis. For the first time on the territory of the former Soviet compact such a global megastar was fighting(a) in the Russian advertising campaign. Vice-President of effrontery Communications Dmitry Chukseev binds him choice of Bruce Willis with the results of studies that have shown that he is an absolute leader in the sum of money index of perception of the target audience.The use of celebrities in advertisi ng has serious drawbacks, such as 1) The risk choosing a unconventional celebrity. Money down the drain if a celebrity is not popular among target consumers. 2) The risk of damaging the brand image in the case of a celebrity scandal. The risk of damaging the brand image in the case if celebrity is advertising some other brands.According to sociological research, advertising by using celebrities will be less in demand over time. In 2010, the American interpretation of Ad Age nominate that the ripe public wants to get as much information in advertising as possible and it is this, rather than the popularity of the characters which is taken into broadsheet when banks are thinking of the next marketing move. A theme of Ace Metrix found that advertising of financial services with celebrities does not generate high consumer confidence, besides celebrities discommode the consumers attention on a product. deathAdvertising is created to rear the product. It is designed to dispose cus tomers to accept the product and purchase it. A form of advertisement should represent advantages of products and services promoted and show the benefits of the product to the customers. Advertising should contend means and methods that will effectively bear the transfer of your content to consumer. Today, advertising has or so the status of art. The advertising message is a good deal intended not only to promote the product, but also to shock the customer and cause him to experience the product emotionally. efficaciously formulated advertising message not only encourages the recipient to purchase a product, but also allows to encode in his mind, which in tern affects consumers preferences.The aim of this study was to show how the banks influence the decisions of customers through the use in advertising of the services of trusted and widely accepted celebrities. People liquidate attention to such features as sympathy and trust in the star. This confirms that the banks branding through advertising campaigns by using images of famous people has a positive affect on the overall brand awareness.Nowadays, due to the constant changes in the market, the importance of quality and measuring rod of information is significantly increased. Information gazump makes todays buyer is no chronic in a position to observe and analyse the changes. A more developed market, more products and forms of distribution, increased disputation between companies means that the role of information significantly increases. Celebrities are no longer needed to raise confidence in the banks. Therefore, banking sector needs to change the abbreviate in the commonly used types of advertisements, which will be characterised by greater efficiency than those involving identifiable persons. Therefore, creating brand by using the image of famous people is no longer perspective. However, this is still a takings of debate.