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Pages:
9 pages/≈2475 words
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Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
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MS Word
Date:
Total cost:
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Topic:

Analysis of the Financial Service Provider and Advertisement Chosen

Essay Instructions:

the advertisement link is this
https://www(dot)youtube(dot)com/watch?v=ILpBqJeowSc this is the advertisement that you will be analysing
!!!please before you start writing , ask me for the steps and references .
Coursework Brief For this assessment.
you are required to submit a 2,500 words essay that critically evaluates the effectiveness of rational/emotional appeals in financial services advertising.
Select one financial service provider (e.g. banks, insurance companies, credit-card companies, investment banks, pension provider, stock brokerages and so on), choose its recent advertising and answer the following questions. The advertisement can be online/offline being launched approximately over the last 24 months.

1) Analyse your chosen advertisement. Identify its message/issue, target audience(s) and discuss what specific appeal(s) has been used. Remember to apply relevant theories (such as concepts, frameworks, models that are relevant to the marketing communications subject) to support your discussion. [suggested weight 40%]
2) Using the academic literature, critically evaluate the effectiveness of the ad appeal. [suggested weight 60%].
2.2. Assessment Criteria The following key criteria will be applied to assess your performance.
Use of academic concepts and theories (40%)
• The extent to which academic materials have been incorporated
• Depth of reading and application
• Relevance of the content
• Demonstration understanding of knowledge Quality of reflection, interpretation and evaluation (40%)
• Breadth and depth of issues analysed
• Logical reasoning, analysis and debate
• Quality and depth of appraisal and interpretation of data and academic materials Structure and clarity of presentation (20%)
• The logic, clarity and rationale for the assignment structure
• The clarity of the points made
• Correct use of referencing style (at least 10 academic journal articles used underpinning your argument and nature of the reference material).
• Word count is indicated and within the limit (i.e. no more than 2,500 words).
• Only one-page appendix is allowed.
2.1. Guidance on Your Coursework Planning
1. Your essay should be coherent and succinct.
2. Remember to use theories relevant to this module to strengthen your argument. If doubt, please ask.
3. Your evaluation, argument and suggestion should be well supported by credible sources. It is not about quantity but quality. Nevertheless, carefully study 10 academic journal articles is a conservative minimum.
4. Please only cite the sources that you genuinely have read.
5. Common references include books, academic articles, database and newspaper.
Please avoid using non-academic sources such as Wikipedia.
6. Information source must be adequately cited and presented in the APA referencing style
. A brief note of how to use APA format is available on Blackboard.
Please check in advance.
7. Note that the assignment topic is a dynamic field. Your reference material should be recent and contemporary (e.g. 3-5 years or less) and not old (e.g. 1945) unless it is a seminal paper. If doubt, please ask.
8. Your coursework must be word-processed, use Times New Roman 12-point font, 1.5 line spacing, and the margins (all) should be a minimum of 1.9 cm. The maximum word count is 2,500 words (excluding reference list, see more details below). Only one-page appendix is allowed. The word count must be stated in the assignment cover sheet.
9. Your work should look professionally e.g. use headings/sub-headings where appropriate. Please avoid using first-personal narrative, such as ‘I’.
Recommended Journals In addition to the essential reading, you are expected to read some relevant articles to support your academic arguments (e.g. coursework and exam).
You may find interesting and useful articles from the following sources to widen your knowledge of the subject.
The library has subscription to these journals
.  European Journal of Marketing  Journal of Integrated Marketing Communications  International Journal of Advertising  Journal of Marketing  Journal of Advertising  Journal of Marketing Communications  Journal of Advertising Research  Journal of Marketing Management  Journal of Consumer Behaviour  Journal of Product and brand Management  Journal of Consumer Research
 Marketing Review Suggested web sites and industrial publication worth reviewing
: Brand
Republic: www(dot)brandrepublic(dot)com
BusinessWeek: www(dot)businessweek(dot)com
Financial Times: www(dot)ft(dot)com
MarketingWeek: http://www(dot)marketingweek(dot)co(dot)uk/

Essay Sample Content Preview:

Marketing Communication.
Student’s Name:
Student’s Number:
Institution:
Analysis of the Financial Service Provider and Advertisement Chosen.
Santander, United Kingdom PLC, is a bank in Britain owned by the leading bank of Santander in Spain. Being one of the leading financial service providers in the U.K, the bank autonomously performs its managerial functions by encouraging local mortgage and saving management. On Monday, May 31, 2019, the bank allowed two English television duo, Antony McPartlin, and Declan Donnelly, to establish the Bank of Antandec as the first of the numerous projects scheduled for the Santander-Antandec multi-year partnership. To explain their campaign and the purpose of their business, the two created an advertisement where they told the first enterprises of the company, its advantages, and the meaning of the name of the bank, which comes from the core values of the bank (Florès, 2016). This is beside the name sounding almost exactly like their real names; A stands for ambition, N stands for networking, T stands for Tenacity, D for determination, E for empathy, and C for communication to read Antandec.
The advertisement goes in detail with the unconventional business ideas of its founders, such as Netbricks, an initiative that sends potential homeowners one brick in the post every day for 9.99 euros per month. According to the advertisement, the scheme wishes to allow aspiring homeowners to build their desired houses. The two also state and explain the various ways in which they keep their team motivated, saying that they check, verify and pay the bankers all their money and standard mortgages to all the people they have lent their money to. Additionally, the advert introduces Antandec in-Branch Micro Caffeine, one way that the team could save their mortgage money by taking five less coffee a week to cut the amount by a total of two years. Lastly, the team elucidates that the measure is related to the Santander Mortgage Overpayment Calculator that allows bankers to take multiple years in maximum to pay off their mortgages.
The most appropriate audience of the advertisement are people who handle a considerable amount of money in their lives, either in the form of their salaries, businesses and any other channel. Also, in detail, as it is significantly related to banking and finance, this advertisement is aimed at people who would like to loan an amount of money from a bank then use mortgages to pay off debts (Pelsmacker, 2015).
The organization reaches the target audience using the Engine Agency Group in the United Kingdom. Engine is an online advertising platform and an entrepreneurial bunch that states that it shares information about companies no matter the role. Companies usually use advertising agencies for various reasons including the fact that advertising agencies have more in-house expertise because of the many employees who collectively are more skilled in the practice than an individual firm. Secondly, people prefer agencies because it saves on time, it is more objective when it comes to choosing advertising techniques and it can negotiate with the media house for low rates. Other reasons are that agencies have solid and defined relationships with the media out...
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