Advertising Campaigns in Banking Using Images of Famous People Essay

Today, cambering portions look re everyy similar to each opposite. While comparing motley products, a guest has often no root word which one is the best for him and he does non regular know how they differ from each other. In arrangement to understand the difference between them, it requires a extreme analysis, for which a potentiality obtainer does non build enough time. In about cases, the choice of customers is base on irrational considerations.By observing late advertizings in banking area, I came to conclusion that most of them atomic upshot 18 becoming less in pulpative and more pore on creating a positive run into of the bank and its product. This creates an impression that the product or service is inhering to the customer and its possession or employment of service means that the buyer belongs to a group of the wise to(p) or better ones who argon well elect.Further observations has shown that it is becoming increasingly popular to mapping celebriti es in advertisements of well-known banks, as public has sympathy, obeisance and trust towards those race. These advertisements include participants, successful athletes and popular psychealities from the media world. The greens feature of these various industry representatives is their universal recognition.Therefore, the survey of this work is to look at how banks are creating a positive type though their ad campaigns by exploitation celebrities. The goal of my work is to present the component of the tick, the essence of advertisement, as well as to submit the specific marketing activities with the usage of recognition of notable people. The graduation part provides data on the nominate of advertise, its functions and types. The min part shows how smirching is done with the booster of famous people in Russia. Lastly, I bequeath conclude the research by evaluating publicizing activities in banking sector and their effectiveness. publicizingAdvertising is usu ally presented as a message that headers to plus direct and and then sales of a certain product. However, this definition is sketchy and should be supplemented by two crucial components. The number one one concerns the creation of advertize in enunciate to reduce pick out. 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 encompassing concept, it is understood in mevery ways. Philip Kotler says that advertising is a measure of information and propaganda, designed to increase the aim of knowledge of fool, 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 adver tising is to create customer awareness of the existence of a company, product or mail. The customer should spontaneously recall the advertised name, and at the same time be encouraged to re-purchase. other(prenominal) clinical is to brinytain positive beliefs about the word picture and to create the best possible relationship with the client. These objectives could not be achieved altogether by using advertisements, as an integrated marketing plan is required for those purposes. other function is related to the issuing of competitive messages in response to competitors advertising messages. The main objective is to increase the attractiveness of their products. Another way is to weaken the bring about of the competition by presenting their products from a weaker side.There are besides two major function of advertisements. Consumer advertising tushed at specific customers. A significant number of advertisements on television, radio or newspaper is consumer-based. A characte ristic 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 business advertising. The vast legal age of advertisements related to consumer is located in all types of media. argumentation advertising presents in specialised publications or maestro journals.The objectives and functions of advertising divide them into two more elements advert is designed in order to stimulate expect for the product, much(prenominal) as American cigarettes, fruit from Morocco, refresh chocolate. It is handlingd in one of two situations. The frontmost is part is when a product is getting launched. It is called introduce advertising. The creation of much(prenominal) advertising is associated with the implementation of the chase three objectives1) To introducing a new product to market.2) To excise selected markets, simplification of the contractors carrying out the tas ks. 3) To inform the pioneer. The second element is connected to advertising to maintain the demand. Such advertising is utilise throughout the product life cycle and seeks to maintain or stimulate demand.It is also important to mention, that the selective demand advertising is dissimilar from the main demand advertising which is designed to stimulate demand for individual brands. It is a competitive advertising that appears in the second product life cycle, when there are already competitive products on the market. The company is try to gain an advantage through the promotion, so that customers concoct those product. This is usually done by highlighting the advantages and curious advantages of the product over a competitor. Another form of selective demand advertising is comparative advertising.Creating brand by using the image of famous peopleA company that wants to effectively advertise its brand, should not reserve funds for advertising campaigns. Power of the media is unb elievably huge these days. Media is considered as a fourth exponent 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 another person from the world of politics, business, etc. represents the business and associated with the product. mechanics of this advertising method is simple 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 repute and his character is utilise to the brand. 2) If a customer feels confident towards the celebrity, this confidence pull up stakes be applied to a brand. Increased brand loyalty among fans of celebrities. 3) The client is more prepared to use products and services and has positive attitude towards the brand reduces pecuniary aid t o the price.An example of a effective application of such a strategy is the brand image advertising campaign of VTB 24, which began back in 2008. The campaign was reinforced on attracting celebrities to advertise the bank as a reliable, lasting institution that can be trusted. Those celebrities where a coach Tatiana Tarasova, actresses Ingeborg Dapkunayte and CHulpan Hamatova, composer Igor Sharp, etc. Shall I call a few celebrities this is the safest option, because you can work on different audiences at the same time believes the managing director of BBDO mark Olga Konovalova. However, some experts pointed out that a participation of an actor Konstantin Khabenksy was not entirely successful the campaign . commonly his characters have unpredictable personality they do not represent the stability that people are volition to see in the bank.Overall, Young & Rubicam advertising fashion 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 change magnitude from 34 to 45%.But not all advertising campaigns became successful. At the branch glance I thought I was imagining things that was the reaction of most passers-by when they first saw the billboards of the bank Trust with an image of Bruce Willis. For the first time on the territory of the former Soviet Union such a global mega protagonist was active in the Russian advertising campaign. Vice-President of Trust communication theory Dmitry Chukseev binds him choice of Bruce Willis with the results of studies that have shown that he is an absolute attracter in the aggregate index of perception of the target audience.The use of celebrities in advertising has serious drawbacks, such as 1) The risk choosing a wrong celebrity. silver 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 edition of Ad Age found that the modern 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 bankers bill when banks are thinking of the next marketing move. A study of Ace Metrix found that advertising of financial services with celebrities does not generate high consumer confidence, to a fault celebrities distract the consumers attention on a product. closedownAdvertising is created to promote the product. It is designed to convince customers to yield 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 involve means and methods that will effectively discontinue the transfer of your content to consumer. Today, advertising has almost the situation of art. The advertising message is often intended not only to promote the product, but also to bruise the customer and cause him to experience the product emotionally. effectively 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 astray accepted celebrities. People pay 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 continuous changes in the market, the importance of prime(prenominal) and quan tity of information is significantly change magnitude. Information plume makes todays buyer is no durable in a position to observe and give way the changes. A more developed market, more products and forms of distribution, increased competition between companies means that the role of information significantly increases. Celebrities are no longer unavoidable to raise confidence in the banks. Therefore, banking sector of necessity to change the trend in the commonly used types of advertisements, which will be characterised by greater dexterity than those involving identifiable persons. Therefore, creating brand by using the image of famous people is no longer perspective. However, this is shut up a matter of debate.