4. Commercial Banks: Shearson Lehman Brothers - 1990 Commercial

1. Which of the (9) types of advertising does the ad belong to?

    Institutional Advertising

2. The four (4) roles of advertising. Which are relevant for this ad?

    i) Marketing:

       - It is marketing it's organization in terms of promised capabilities.

    ii) Economic:

        - Banks impact heavily on price elasticity of products and services. Even more so for an established bank and big market share holder.

    iii) Societal:

         - The ad displays societal concerns, wants, and desires. It also shows growing interests amongst said societies to fulfill those wants.

    iv) Communication:

         - Highly important to an industry that deals with people. Communes the idea of an understanding organization who caters to peoples needs.

3. What does the ad. want the audience to do or not do?

    Simple as any other commercial bank, for clients to invest in, trust in and establish loyalty towards the bank's services.

4. Who is the target audience?

    In terms of this ad, scrutinizing, would be investors looking to set up businesses. However, at the same time for potential pensioners as they would like to see their hard earned money grow and be put to their desired usage in the future.

5. What are the target audience's needs, concerns and interest?

    The audience needs, simply put, "money". It comes however, in financial services and plans. These services and plans are marketed by banks. Hence, they are interested in whomever/whichever institution that can appeal most to those needs, the best plans and such.

6. What is the message?

    Quoting the ad;
    "You can get there from here. With Shearson Lehman Brothers."   

7. Discuss the message being conveyed.

    It gives the promise that whatever your desire or intentions might be, you can achieve it through our help, the help of this institution. Thus, the ad wishes to instill a sense of trust in its potential clients/audience.

8. Who does the message appeal to?

    The message appeals to those seeking financial aid and require assistance in making financial decisions.

9. What is the desired communication outcome?

    To establish loyalty and trust in investors and clients and to garner a larger market share in it's institution which would allow better services and a bigger expansion.

10. What other communication channel is most effective?

      Any other communication channel would only be second to broadcasting as in the terms of the banking industry, effective mediums are very narrow. However, the next effective channel would be direct advertising and event campaigns.

11. Identify the ad and specific product being advertised and describe the ad.

      The ad is a concern and promise ad, where the products are actually services in terms of financial planning and aid, and how this institution can meet and solve the concerns of it's audience.

12. What does the ad show, people, products, scenery, etc?

      The add shows a concerned samaritan with certain aspirations that requires the bank to assist with.

13. What is not discussed about the product?

      Everything. However it is intentional as the banking industry has a wide array of services, hence; an even wider array of details regarding it's services. Everything from loans, payments and other processes. What is shown however is the promise that they can meet expectations and accomplish goals.

14. What image is portrayed?

      A caring institution that can bring you further in life.

15. Is it true to life or puffery?

      That would be entirely up to future consequences, however as for the current, which most people of this sort of audience are banking on, it is rather true. The modern day world requires loans and such financial schemes for an individual to meet modern day expectations and aspirations.

16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?

      Definitely a slice of life.

17. Who is in the ad, if a star, what image does he or she 

portray?

      i) A regular man:

         - Portraying you and I, the common samaritan.

      ii) The banking official:

         - Portraying the caring institution, ready to help.

18. What is the mood of the ad, colors used, music played?

      Aspiring, yet very hopeful. The mood is of someone with dreams, knows it can be achieved and hopeful that it will come to completion. The music is down-to-earth with a sense of mockery, even the whole setting of location and venue of discussion is also rather crude. However, it could be intentional to emphasize the sense of hopefulness of wanting to escape the dull and dreary set-up.

19. Is the ad memorable?

      Not so, aside from the smalls sense/insertion of humor with the gimmick of Paris and cooking school; and the tagline of "You can get there from here." Nevertheless, that alone already accomplishes the purpose of the ad.

20. Would you buy the product being advertised, why or why not?

      Banking services? Given the right circumstances and margin for safety, definitely yes. It is crucial to make use of financial services in today's world.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

      A rather quirky ad, yet shows a simple message yet thought inducing. A good ad, but not great.