Advertising Phenomenon of Banks -1

In the advertising landscape, banks dominate. Indeed, because of their presence in all media and advertising media (television, press, posters ...) and hand their budgets sometimes amounting to several million Euros per year, banks are in the top tier of producers of advertising. It is from the 20s that the general public discovered the range of banking services. Over the century, all media were used; press on television through partnerships and sponsorships, banks have always attached great importance to its communication. Icons and concepts have been developed: the client advisor, trust, sharing, listening, innovation, the future ... and money. The constant development of advertising bank is due to the specificity of the activity: the product involved is money, so everyone is potentially a target. However, this specificity of activity produces the following observation: advertising bank has always faced the problem of cultural approach to money, enough about taboo in our society. There are thus paradoxes in the communication of banks in that they sell money without ever actually saying that they are winning. Commenting on a sensitive issue, advertising bank has a special place in the world of communication.

If the bank relies on advertising all media platforms, we must admit that television occupies a special place because of the importance of the hearing. Very few and banking groups that do not use television advertising. However, if used widely, strategies can vary widely depending on the objectives and targets.

A television advertising campaign may be the main instrument in the overall strategy of a bank and LCL is currently the best example because since 2006 a campaign involving the stars of Cinema is to popularize the new name of the bank and to attract new clients.