Boq Bank Advertisement

Brief Contents

Contents 1

Executive Summary 2

1. Introduction 2

1.1 Purpose 2

1.2 Scope/ Plan 2

2. Advertising 3

3. Media Type 3

4. Type of Advertisement 4

5. Advertising Objective 4

6. Advantages and Disadvantages of the Media Type 5

7. Evaluation of Media Effectiveness 6

8. Conclusion 6

Reference List 7

Executive Summary:

This report is aimed to discuss and evaluate the effectiveness of the BOQ bank advertisement based on several aspects. The report will identify the type of advertisement it belongs; the media it used; and to discover the objective of the advertisement. Finally, the advertisement will be broken down into advantages and limitations. Conclusion and recommendations will then be given according to the topics discussed.

1. Introduction

1.1 Purpose

The reason for writing this report is to demonstrate an understanding of advertising by explaining the objective of a specific advertisement taken from the Herald Sun newspaper. Also, this report will relate to the promotions mix as advertising is a part of it in order to obtain a clear idea about this advertisement.

1.2 Scope/ Plan

The main areas that will be covered in this report are identification of advertisement’s type and media channel. Furthermore, this report will also discuss the advantages and limitations related to the advertisement and evaluation of media effectiveness with the support of many academic sources.

2. Advertising

According to Wells, Burnett and Moriarty (2000), advertising is defined as a form of impersonal and one-way mass communication that is paid for by an identified sponsor with the intention to persuade or influence an audience to take some action upon products or services.

In addition, Wells, Burnett and Moriarty (2000) also point out that there are nine major types of advertising which are product, retail or local, political, directory, direct-response, business to business, institutional, public sector and...