Analysis of the Financial Service Provider and Advertisement Chosen

Marketing Communication.
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Analysis of the Financial Service Provider and Advertisement Chosen.
Santander, United Kingdom PLC, is a bank in Britain owned by the leading bank of Santander in Spain. Being one of the leading financial service providers in the U.K, the bank autonomously performs its managerial functions by encouraging local mortgage and saving management. On Monday, May 31, 2019, the bank allowed two English television duo, Antony McPartlin, and Declan Donnelly, to establish the Bank of Antandec as the first of the numerous projects scheduled for the Santander-Antandec multi-year partnership. To explain their campaign and the purpose of their business, the two created an advertisement where they told the first enterprises of the company, its advantages, and the meaning of the name of the bank, which comes from the core values of the bank (Florès, 2016). This is beside the name sounding almost exactly like their real names; A stands for ambition, N stands for networking, T stands for Tenacity, D for determination, E for empathy, and C for communication to read Antandec.
The advertisement goes in detail with the unconventional business ideas of its founders, such as Netbricks, an initiative that sends potential homeowners one brick in the post every day for 9.99 euros per month. According to the advertisement, the scheme wishes to allow aspiring homeowners to build their desired houses. The two also state and explain the various ways in which they keep their team motivated, saying that they check, verify and pay the bankers all their money and standard mortgages to all the people they have lent their money to. Additionally, the advert introduces Antandec in-Branch Micro Caffeine, one way that the team could save their mortgage money by taking five less coffee a week to cut the amount by a total of two years. Lastly, the team elucidates that the measure is related to the Santander Mortgage Overpayment Calculator that allows bankers to take multiple years in maximum to pay off their mortgages.
The most appropriate audience of the advertisement are people who handle a considerable amount of money in their lives, either in the form of their salaries, businesses and any other channel. Also, in detail, as it is significantly related to banking and finance, this advertisement is aimed at people who would like to loan an amount of money from a bank then use mortgages to pay off debts (Pelsmacker, 2015).
The organization reaches the target audience using the Engine Agency Group in the United Kingdom. Engine is an online advertising platform and an entrepreneurial bunch that states that it shares information about companies no matter the role. Companies usually use advertising agencies for various reasons including the fact that advertising agencies have more in-house expertise because of the many employees who collectively are more skilled in the practice than an individual firm. Secondly, people prefer agencies because it saves on time, it is more objective when it comes to choosing advertising techniques and it can negotiate with the media house for low rates. Other reasons are that agencies have solid and defined relationships with the media outlets in the country, they are independent and the total cost of going direct is the same as the amount used with an advertising agency.
Framework analyzed from the Advertisement.
Marketing is part of the basis of a company. Therefore, an advertisement, being one of the elements of marketing, is not just about creating a trend and a buzz that the public will sing for the next five months or so. Understanding consumer behavior is a vital aspect of marketing (Phua, Lin, & Lim, 2018). In this context, the organization studies how people make decisions about the services that they need in a company. Antandec understands the behaviors of its consumers. This has aided the main bank of Santander to open a branch in the United Kingdom. The firm realized that there are numerous business opportunities that it had not yet met in the region, and that it needed a bank.
The organization is fully aware that brand image is the key driver of brand equity, a notion that relates to the general perception of the consumer on the brand and its influence on consumer behavior. Antandec understands that the main purpose of their marketing activities is to influence the perception of the consumers and their attitude toward the brand. The bank does this by creating a brand image in the mind of the consumer, then stimulate their actual purchasing behavior on the brand, thus increasing the number of customers, profits, maximizing the market share and finally developing brand equity (Phua, Lin, & Lim, 2018). To achieve brand equity, Santander has built a thorough confidence of its services in the minds of its consumers. It does this by giving the ownership of the bank to two famous and most loved television personnel in the country, and also through the sense that Santander holds such high status in the world.
Further, Antandec achieves the requirements of maintaining the consumer behavior of its customers by ensuring that its mortgage aspect of banking is functioning as designed. Also, it has developed its social image in its official website using a stable and detailed solid macrom plan. Using this approach, the bank describes its target market using demographic and geographic assessment of the whole of England and beyond. Secondly, Antandec communicates its services to the public using a clear SWOT analysis where it focuses more on its goals and relating the information to its creative strategy of communication (Varadarajan, 2017). Lastly, Antandec relays its message using a communication mix where it describes various methods that it would use to reach its target audience.
Using the two determinant attributes model.
This section of the paper serves to analyze Antandec’s marketing framework using the two determinant attributes model of perceptual mapping. The data used to create the map was collected on the services and perceptions of the consumers. All the information was collected on the bank’s official website and reviewed in comparison to its relation to the main bank of Santander in Spain. The analysis technique was primarily used to position the respondents and the bank itself on a dimensional map (Lehmann, 2018). This is in line with the analysis of how the bank has used the technique to improve its services through advertisement and the whole of its market segmentation strategy.
The process of data collection involved direct analysis of 10 people in town and secondary analysis of the responses of 50 people who were asked questions about the Bank of Antandec on social media. All these people were requested to answer specific questions concerning the attributes that are significant in their choice of a bank, the bank that they frequently use, and the name of the bank or banks they are majorly familiar with. From the lists they reverted in their distinct responses, 3 banks in England and 10 bank attributes were selected. From their responses, the attributes were:
1 Free services of checking.
2 Smooth and efficient service.
3 Bank statement service.
4 Loan policy.
5 Fast service.
6 Long hours of service.
7 Level of interest rates.
8 Warm and friendly personnel.
9 Bank by mall.
10 Convenient location.
From there, the performance of the bank and the saliency of its services was measured by comparing the responses of a number of respondents who were given questionnaires with fifty paired questions on the attributes of their ideal bank. Moreover, the respondents were urged to identify their most preferred bank from the list. The figure below is a perceptual maps showing how people view Antandec’s internal service and the convenience of its services. The information on this model is related to what Antony and Declan says in the advertisement interview with the bank’s officials.
114300114300Internal ConvenienceInternal CompatibilityHighly ConvenientGood ServicesFriendly PersonnelLocated near two malls in convenient locationUnderstanding when it comes to loan deals114300114300
The figure above is part of the responses of the people when asked about the bank. The information on the map means that the bank is highly convenient in terms of its location and the overall services that it offers. On another part, the bank has friendly personnel and outstanding customer service as well as its convenient location with ample parking space and also its strategic location between two malls.
Currently, the bank’s brand positioning is still new because Antandec is still new too. However, the organization started a new campaign to shift its brand positioning to focus on what it can possibly achieve rather than struggling for greatness. The campaign was created and disseminated by Engine, U.K, through the owners of its new branch, Antandec. This is because its brand is unique from that of its competitors. Therefore, Santander wants to make its services to the customers clearer. The whole process is a way of creating a new brand positioning where instead of achieving its prosperity on its own, it wants to extend the idea of prosperity to the public. This is one of the steps of brand positioning strategies where it creates an impression in the minds of the customers by making other businesses prosper, and make greatness more tangible (Matz, 2016). An example of the new impression of Santander is the establishment of Antandec and one of its plans to launch its tiny coffee shops in its branches so that customers can save money on their daily caffeine fix to put towards paying off the mortgage sooner. The bank is like any other bank in the country, only that this is unique as it provides solutions to the financial problems of customers.
Appeals used in the Advertisement.
Every company requires a creative strategy in its advertisement campaign or message. Antandec has acknowledged its significance in various ways by intentionally developing and implementing several steps ought to support the growth of the company by outlining how it will achieve its goals. The company has met the notion of creative strategy in the way in which it has used different appeals in its advertisement and the way that it has defined its basic goal in its communication with the consumers (Varadarajan, 2017). Moreover, the advertisement contains all the other components of a creative strategy. Firstly, the ad contains information on its target audience, the benefits of the message, support of the subject matter using facts, the tone in which the duo has conveyed the message and also the feature of specialness of the big idea.
One of the appeals that the creative team has used in the advertisement is humor. The ad is as mundane as any other ad out there, but the two have used a more significant degree of humor to bring relief to the message being relayed (Panda, 2017). Moreover, the appeal has been in this context to grab people's attention for org...