5) Commercial Banks

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

- Brand advertising

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

- Communication role

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

- Understand that identity theft is a serious problem, and subscribing with Citibank is the solution.

4.Who is the target audience?

- People who care about banking security, and looking for a bank that may offer a solution.

5.What are the target audience’s needs, concerns and interests?

- Secure banking. Identity theft security.

6.What is the message?

- Identity theft is a serious problem, and subscribing with Citibank is the solution.

7.Discuss the message being conveyed.

- Identity theft can come in many forms as presented in the ad, it is crucial especially when it involves money - banking.

8.Who does the message appeal to?

- People who have bank accounts. People who have identities - everyone.

9.What is the desired communication outcome?

- People will come to the conclusion that Citibank can offer the solution and stability with regards to the issues mentioned above.

10.What other communication channel is most effective?

- The scenario in the ad suggests that video advertising is best suited. The audience needs to be able to identify the distinction between who is impersonating who, in other words, how serious can identity theft be?

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

- The service offered is credit card and banking accounts with regards to security. The ad involves a woman impersonating a man, and taking on his identity. This includes outward appearances. The ad ends with it final messages displayed on the screen, "Citi identity theft solutions".

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

- The ad involves a man with a womans voice. The scenery is a home garage.

13.What is not discussed about the product?'

- Other banking options and plans offered by Citibank.

14.What image is portrayed?

- While impersonating another person may be fun, it is not fun when you are the person who is the victim of identity theft.

15.Is it true to life or puffery?

- It is true to life, with regards to the real problems with identity theft and internet banking. It is puffery in the way it presents how identity theft can occur, a woman changing her outward appearance to resemble the man she stole the identity from.

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

- The ad is humorous

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

- No stars are present in the ad.

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

- The mood is a funny and awkward one. There is no music played for most of the ad.

19.Is the ad memorable?

- Yes, using humor to describe a real issue in the world is memorable. However, the Citibank company who made the ad may not be remembered.

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

- Yes as internet banking is important in the world today, risks of leaking personal information is very real. I would want a secure banking service to avoid or limit those risks. In short, i would prioritize security over any other aspect of banking.

21.Be sure to include your opinion (have a specific point of view, love it or hate it) about why you would deem this advertisement a success.

- This advertisement could be successful if the audience is able to associate and remember that Citibank is the one offering the solution and not another. While the ad is memorable, has not necessarily positioned itself as the leading provide of secure banking services. Hence the need remembering the company that made that ad - Citibank.