FPA Consumer Advertising Campaign - Case Study Example

Name Instructor’s Name Course Name and Code Date Financial Products or Services FPA Advertising Campaign (2014) These communication pieces display life not to be complex in terms of financial planning; these ads informs Australians that regardless of how complex their financial situations might be, they can be turned around and work for better. FPA’s ads are essential in helping customers find trust worth financial planners while at the same time recognizing high standards and professionalism of FPA members. FPA Consumer Advertising Campaign started in April 2014, where target advertisements were rolled out until June. The print ads appeared across all national and regional newspapers for the aforementioned three months. Overall objective (What Overall) In general, the overall aim for FPA’s ads campaign is creating awareness of professional financial planners (FPA members ) as well as driving people to the ‘Find a Planner’ tool which allows them to be in touch with a local FPA member. Specific FPA Ads Objectives To make sure that Australians know who they can turn to when they need trusted and credible financial planning advice To help consumers overcome inertia and decide to talk to a financial planner To make Australians understand the importance of seeking advice that takes into consideration their individual needs and provides a long-term strategy and not just a short-term or product focused strategy FPA Advertisement Why (how the message is supported) The FPA ad above was created by the company; the message was well developed or planned. The receiver is able to receive and comprehend the information being sent. The message presented in the advert above targets to yield positive attitude from the audience; the favorable attitude created is essential in earning the FPA the success the company covets to achieve. Who (target audience) FPA ads target individuals aged between 34 – 64 years with an aptitude of bettering their financial situation across the nation. For instance, the firm offers financial planning to businesses, individuals, and non-profit making organizations. Through partitioning, FPA has been able to successively divide their market into subdivisions which represent approximate market of their product. FPA strictly offers financial planning to Australians; financial planning defines FPA’s business. By doing so, the firm lifts the educational standards of financial planners. Accordingly, credible and trusted financial advice is offered to consumers to understand how financial planning is key in becoming financially safe. By partitioning its market, FPA has positioned itself as the best organization offering financial planning services to the larger Australian public. How (Medium of Communication) FPA is the company that is communicating to its existing and potential customers; the main goal here is to put financial thoughts, ideas, and/or information in a symbolic format that can easily be understood by the receiver. In this regard, FPA used Encoding and Decoding symbols that are easy and simple for receivers to understand; verbal technique was used whereby written words were the main message symbols. In this particular ad, the source is credible and hence the receivers are able to internalize the message being sent. Accordingly, the source is attractive thus the audience can identify the message. More importantly, the source is powerful and therefore receivers are bound to comply with the piece of communication being forwarded. Similarly, the company chose print media as the message presentation channel; this increased message presentation and thus a wide range of customers can access the marketing information being communicated. Where (Coverage) Given the above understanding, FPA ads feature in national and regional publications. Prime press advertisements are usually placed in national newspapers including page 3 and page 7 of The Australian Financial Review newspaper. The ads are circulated across the nation covering all states How (Tone and Manner of the Message) The message is positively encouraging Australians to embrace financial planning to better their future financial status. The ad is essential in helping customers find trust worth financial planners while at the same time recognizing high standards and professionalism of FPA members. Creative Strategies/Partition The FPA ad above was created by the company; the message was well developed or planned. The receiver is able to receive and comprehend the information being sent. Similarly, the company chose print media as the message presentation channel; this increased message presentation and thus a wide range of customers can access the marketing information being communicated. The message presented in the advert above targets to yield positive attitude from the audience; the favorable attitude created is essential in earning the FPA the success the company covets to achieve. The source of attention is in the message itself; “ARE YOU HAPPY WITH ONE-SIZE-FITS-ALL FINANCIAL ADVICE? OR ARE YOU AN INDIVIDUAL?” FPA strictly offers financial planning to Australians; financial planning defines FPA’s business. By doing so, the firm lifts the educational standards of financial planners. Accordingly, credible and trusted financial advice is offered to consumers to understand how financial planning is key in becoming financially safe. By partitioning its market, FPA has positioned itself as the best organization offering financial planning services to the larger Australian public. For instance, the firm offers financial planning to businesses, individuals, and non-profit making organizations. Through partitioning, FPA has been able to successively divide their market into subdivisions which represent approximate market of their product. CommBank Can Campaign – ‘Three Little Letters’ This is the latest Commonwealth Bank advertisement which is regarded as inspirational; the ad uses the celebrity Steve Clisby. The main objective of this campaign is ‘Three Little Letters’- this is a song composed specifically for the campaign and reinforcing the Can philosophy while at the same time reflecting Clisby’s life-long story of love of music and his perseverance to accomplish his goals. The bank’s Can campaign was initially launched in 2012 where it featured the poem ‘Ode to Can’ which was read by Toni Collette. General Objective (what general) To reinforce the can philosophy among Australians and encouraging them to choose Commonwealth Bank of Australia as their best banking service provider as it will help them achieve their life goals and objectives. Specific Objectives (What specific) To empower and inspire Commonwealth Bank of Australia customers including individuals and business organizations to move forward in their financial lives; ‘When you believe you Can, you Can’ In essence, the Three Little Letters campaign encourages Australians to unendingly pursue their goals. The ad is supported on various media channels including TV, Outdoor, digital video, cinema advertising, and social media. For the purpose of this paper, only outdoor media will be extensively discussed. Why (how the message is supported) The CommBank Can campaign was greatly designed to meet the bank’s objective of empowering and inspiring businesses as well as individual customers. The information being communicated in this ad is interesting and captivating in that the receiver can easily and simply get the message. Target Audience CommBank Can – Three Little Letter campaign target individuals of all ages and businesses that are ready to be inspired and empowered to have a never give-up-spirit in life. With regard to this understanding, the CommBank Can – Three Little Letter advertisement is aimed at empowering and inspiring the Australians and thus print ads are feature in national and regional publications. Additionally, outdoor advertisements like billboards and banners are used to get the bank’s message to the entire nation. Commonwealth Bank of Australia offers various products to its customers including credit facilities, insurance products, and mortgage products. The CommBank Can – Three Little Letter campaign has largely partitioned Commonwealth Bank thus giving a competitive advantage over its competitors. Individual customers and business alike are influenced to perceive Commonwealth Bank as an inspiring and empowering bank and thus they are most likely to do business dealings with the bank. By partitioning its market, Commonwealth Bank has positioned itself as the best bank offering banking services to the larger Australian public. How (medium of communication ) Commonwealth Bank of Australia communicates to its existing and potential customers through this Three Little Letters ad; the main goal here is to instill a never give-up spirit in the bank’s customers by encouraging them to persevere knowing that that one day they will succeed. In this regard, Commonwealth Bank used Encoding and Decoding symbols that are easy and simple for receivers to understand; verbal techniques like words ‘Three Little Letters lyrics,’ graphics technique, Steve Clisby’s portrait were used to help the audience extensively understand the message being presented. Furthermore, by using billboards along super highways, and in major cities like Sydney provides an excellent channel or media for communicating the message. Newspapers and magazines are well used in presenting the message thus making it more effective to reach the target audience. The source attention in the Ad is the celebrity; Steve Clisby who tells his life-long story of perseverance until he finally succeeded in music. How (Tone and Manner of the Message) The message presented in the Three Little Letters campaign targets to yield positive attitude from the audience; they are inspired and empowered to not give up in life and that the bank will always be there to support them along the way. Positive attitudes and inspiration are created thus positioning Commonwealth bank as the best banking service provider in the country. Creative Strategies and Partition The CommBank Can campaign was greatly designed to meet the bank’s objective of empowering and inspiring businesses as well as individual customers. The information being communicated in this ad is interesting and captivating in that the receiver can easily and simply get the message. Furthermore, by using billboards along super highways, and in major cities like Sydney provides an excellent channel or media for communicating the message. Newspapers and magazines are well used in presenting the message thus making more effective to reach the target audience. The message presented in the Three Little Letters campaign targets to yield positive attitude from the audience; they are inspired and empowered to not give up in life and that the bank will always be there to support them along the way. Positive attitudes and inspiration are created thus positioning Commonwealth bank as the best banking service provider in the country. The source attention in the Ad is the celebrity; Steve Clisby who tells his life-long story of perseverance until he finally succeeded in music. Commonwealth Bank of Australia various products to its customers including credit facilities, insurance products, and mortgage products. The CommBank Can – Three Little Letter campaign has largely partitioned Commonwealth Bank thus giving a competitive advantage over its competitors. Individual customers and business alike are influenced to perceive Commonwealth Bank as an inspiring and empowering bank and thus they are most likely to have business dealings with the bank. By partitioning its market, Commonwealth Bank has positioned itself as the best bank offering banking services to the larger Australian public. In this regard, the bank encourages individuals and business organizations never to give up on their goals no matter what happens and however long it takes to realize them. Conclusion Marketing communication is an essential aspect for any business, without it, success becomes an illusion for business organizations. The two products critiqued above; FPA ads Campaign and the CommBank Can – Three Little Letters campaign have extensively used the marketing communication techniques necessary for making the information being delivered have an impact on the audience. For instance, the communications in the two pieces were excellently planned, making sure that encoding techniques are in a medium that is easy and simple for the consumer to decode the message. Similarly, communication is through the channel that is understandable to all thus increasing the effectiveness of the message. The messages targets specific audiences as required in the marketing communication objectives. Accordingly, the messages vastly partition the market which on the other hand gives the organizations a competitive advantage. Word count 1942 Works Cited Commonwealth Bank of Australia. Commbank launches new campaign with musician Steve Clisby. October 13, 2013. Online. August 24, 2014. https://www.commbank.com.au/about-us/news/media-releases/2013/can-three-little-letters-continue-to-inspire-commbanks-customers-to-pursue-their-goals.html Cushman, Donald, and Adams William. Communication Best Practices at Dell, General Electric, Microsoft, and Monsanto. New York: SUNY Press, 2012. Print. Financial Planning Association of Australia. FDA Advertising HQ. 2014. Web. August 24, 2014. http://fpa.asn.au/about-us/fpa-advertising-hq/ Maarek, Philippe. Campaign Communication and Political Marketing. New York: John Wiley & Sons, 2011. Print. Waller, David. Developing Your Integrated Marketing Communication Plan. London: McGraw-Hill Australia, 2012. Print. Read More