Copy of the Commonwealth Bank "Smiley Face" newspaper ad
(407k, Acrobat (.pdf) format)
In papers, November 29
The Commonwealth Bank uses press to promote their customer service credentials.
Improving customer satisfaction is a key business goal for the Commonwealth Bank and this has been explicitly stated in their latest full-page press ad, which has run nationally in newspapers around the country.
The use of the familiar template, colour scheme logo and ubiquitous tagline all work to boost recall – and when advertising customer satisfaction, it’s important to ensure consumers remember the brand in question.
While other financial institutions regularly advertise in newspapers, the Commonwealth Bank seeks to build their brand with the type of messages they run in press. On top of retail type announcements, CBA also regularly informs readers of community-based initiatives, providing consumers with a well-rounded view of the bank. This latest advertisement may be an indication that the Commonwealth Bank may now use newspapers to strategically promote the service side of their business.
Research: How Retail Advertising in Newspapers works best
Find out more about creating effective press advertising, including the benefits of using a consistent 'look' to build your brand.
November 2009
