Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 15

For a number of years, LendingTree.com featured the tagline "When banks compete, you win." In the mid-2000s, when the housing market tumbled, mortgage companies faced financial problems, and consumers defaulted on home mortgages, LendingTree.com changed its approach. The company developed new ads and modified the Web site to educate consumers about "smart borrowing." Other financial and mortgage companies followed suit. JPMorgan Chase asserted "Whether you are saving money, looking for a loan, or managing a business, you can always depend on Chase." Astoria Federal Savings promoted its longevity, telling consumers it had been in business "more than 118 years" and using phrases such as "We're part of your community" and "We're here when you need us."44
The marketing department for First National Bank intends to promote its home mortgage business. They are not sure about which creative message strategy to use, which execution would work best, and which appeal to use. They would also like to use some type of spokesperson, but they are not sure which of the four types would be the most effective. They also realize they cannot afford a celebrity.
Based on the information provided, design a print advertisement for the local newspaper for First National Bank. Describe a television campaign for the bank. Before launching into these two creative assignments, identify and justify your choice of creative message strategy, executional framework, appeal, and spokesperson.