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Financial : Brands
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The financial services category includes banking, investment banking, Internet banking, insurance services, credit cards and loans. With more players in mutual funds and the liberalisation of insurance, more advertising has become inevitable. Advertising for this growing category of financial products is now more than facts and figures - much of it is emotional advertising. Financial institutions market themselves as money managers. Newer insurance companies use many vehicles for advertising including newspapers, television and direct marketing techniques with insurance agents.
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These services are not tangible, making it difficult for potential customers to understand what they will receive and what value it will hold for them. Advertising for this category is thus a challenge for the advertisers.
The financial services industry is growing at frnetic pace and thus it is also one of the fastest growing advertising sectors. Financial companies focus their campaigns primarily on building an image of trustworthiness and reliability for themselves. Most of these advertisements focus on family's happiness, human bonding, etc. with underlying emphasis on the security that the financial service can provide. An increasing number of companies market and promote their products through the use of emotional advertising.
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The adverts for financial services can be seen in print as well as on screen. They usually have images that tug at heartstrings. The insurance service sector is the biggest advertiser of the financial services category. Mutual fund adverts are next in line followed by banking sector adverts. These companies use humour and emotions to create awareness.
The key advertisers of this category are LIC, Max New York life, Citibank, ICICI, ING Vysya, Om Kotak and Birla Sun Life, Reliance, HDFC, MetLife and SBI. Private sector financial services invest more on advertising as compared to public sector companies. Advertising for these companies tug at heartstrings with their emotional content. To build an image of trust among the viewer the adverts focus on emotions.
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Insurance advertisers attempt to make viewers aware that insurance products and services act as a support for them throughout their lives. Most of the adverts for this category are seen on news channels followed by general entertainment channels. Advertising for insurance companies sees a rise towards the end of financial year.
Advertising for banks are also emotional but we are seeing a new trend of using humour in their communication. Banks advertise on TV as well as in print. Bank advertising is largely seen on general entertainment channels followed by news channels. In the print media the adverts are seen in magazines and general-interest newspapers followed by financial newspapers.
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The advertising for mutual funds have a touch of humour in them because of the terminology used in this sector. Mutual fund advertisers advertise in print, on television and also on radio. The warning that follows the mutual fund adverts is a little in your face and often spoils the humour in the TV commercial.
Being non tangible it is imperative for the advertisers of this category to make a lasting impression on the viewers mind. Since this category deals with people's money it is important to have an image of trustworthiness. The emotional content of the adverts makes it possible for the brand to build a reliable image.
