TABLE OF CONTENT

Content

Page

1a

Credit Card Advertising Campaign Integrated Marketing Perspective

1b

Credit Card Advertising Campaign Advertising and Promotion Tools

1c

Effectiveness / Non-effectiveness of Advertising Promotion Tools

2a

Creative Brief for ICBC credit card Advertising Campaign

1.1

Overview

1.2

Message Objective

1.3

Target Consumers

1.4

Positioning

1.5

Message Strategy

2b

Advertising Rates for Magazines Advertisement

2c

Suitable Magazine for ICBC credit card Advertising Campaign

11

3a

Criticisms towards Consumer credit card Industry

13

3b

Social Responsibility for ICBC Advertising Campaign

14

References

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Question 1a.
Integrated marketing communication is the practice of unifying all marketing communicating messages
and tools so they send a consistent, persuasive message promoting the brands goal (Moriarty, Mitchell,
& Wells, 2009).
United Oversea Bank (UOB) had come out with a credit card tailored just for ladies, UOB Ladys card.
It has discount and privilege in shopping, dining, travel, wellness and many more. UOB understands
that in todays market, especially in developed country like Singapore, womens spending are on par or
exceeded that of men. Women are born shoppers, especially when they have the means. UOB Ladys
card is targeted at this group of women in developed country.
UOB launches UOB ladys credit card with a big bang. Its well-crafted integrated marketing
communication proved to be a success in the industry. UOB fully understand the six criteria of
integrated marketing communication, which is coverage, contribution, commonality, complementarity,
versatility.
UOB spends generously on it advertising and promotion using media, newspaper, television video
commercial and road show. The aim is to reach out to its target audience, which are ladies. Every
weekend, UOB will organize road show in prominent places like Orchard road, Vivocity and places
where people shop or dine in order to promote their credit card to the ladies. Beside spending and
placing effort in it advertising and promotion, UOB also places focus on its stakeholders people who
have an interest in the brand (Moriarty, Mitchell, & Wells, 2009). When UOB initially launch the UOB
Ladys card, its management urges all the lady employee, distributor and investor to sign up for the
card not only to enjoy first hand discount and promotion but also to support and try out its service.
UOB clearly knows the importance of its brands stakeholder as they talk to each other and it is
important for stakeholders to have positive and consistent reviews about UOB Ladys card. Through
television commercial, roads show, newspaper and magazine, there is one message they will like to
bring out: The fact that people can remember UOB ladys card and link with the slogan, the men dont
get it. Only ladies can own UOB Ladys card, it is a card that is excusive just for lady.

Question 1b.
UOB employs television commercial and print ads to create awareness and promotes its brand.
Television is generally acknowledged as the most powerful advertising medium as it is able to reach a
broad spectrum of consumers (Kotler, et al., 2009). Due to it wide coverage, cost per exposure is lower
compared to other marketing tools. Through television commercial, UOB is able to vividly presents
ladys card attributes and explains persuasively how consumers can benefit from the card. Television
commercial can be a compelling mode to dramatically portray user and user imagery and brand
intangibles. UOB designs beautiful and intriguing television commercial. The purpose of the
commercial is to position its ladys card as classy and sophisticated. It even comes out with a slogan,
The man dont get it. This slogan clearly imprints onto anyone who see the commercial. In banking
industry, where all banks want as many consumers to own their credit card as possible but UOB ladys
credit only allows ladies to own it. UOB marketing strategies clearly proved to be a success because
most women in Singapore own a UOB ladys card.
Print media offer a stark contrast to broadcast media (Kotler, et al., 2009). UOB advertises its UOB
credit card not just in television but also in magazine and newspaper. Print ads is a powerful and
important advertising tool also as it allows consumers to read its advertised products in their own pace
and provides detailed product information and effectively communicates with credit card user and
usage image. UOB usually uses ad size which is full page, on last page of newspaper, mechanical
element, and uses it slogan to capture it target audiences attention.

Question 1c.
Television commercial and print ads have been the most extensive marketing tool used by company all
over the world. The reason is very simple as they are able to create mass exposure towards the public.
But they do have ineffectiveness too. Due to its fleeting nature of the message and the potentially
distracting creative element often found in television commercial, product-related message and the
brand itself can be overlooked. Also, numerous ads and non-programming materials on television
create clutter that makes it easier for consumer to forget or ignore. Another important for marketer to
take note is it high production cost and placement cost. Marketers have to judge and analyze whether
the revenue will cover it TVC cost.
Print ads like television commercial do help to build brand and exposure. But poor reproduction quality
and short shelf life can diminish their impact. If marketer or marketing team fail to identify it target
audiences and it channel, it may lead to negative and poor effect on the sales. As we are seeing
commercial all over the place we go, be it in MRT, shopping mall, television or newspaper. Due to
overwhelming exposure from all the marketers, consumers tend to have selective in what they read and
what they see. Marketers have to come out with more innovative and creative advert in order to capture
consumer attention. If marketer failed, it will only lead to negative effect on commercial.

Question 2a.
Company

: Industrial and Commercial Bank of China (ICBC)

Project

: Advertising Campaign for ICBC Credit Cards Launch

Prepared By : Tan Sijia (sijia001@unisim.edu.sg)

: Pei Junye (junye001@unisim.edu.sg)
: Tan Pei Shan (pstan002@unisim.edu.sg)
1.1

Overview

ICBC is launching credit cards for its customers in Singapore, whilst taking in more Chinese Yuan
retail deposits. Introducing credit card services will increase the revenue of ICBC and allow ICBC to
expand its market share in Singapore.
Potential problem being foreseen is how to gain a share of wallet, as the credit card market in
Singapore is mature and many consumers possess at least a credit or debit card. The campaign allows
ICBC to gain a share of heart in the market, and introduce their other banking services to consumers.
1.2

Message Objective

This campaign is set to increase the awareness of consumers towards ICBC, and differentiate ICBC
credit cards from its competitors. In addition, the campaign hopes to achieve more credit card sign ups.
1.3

Target Consumers

The target audiences for ICBC credit cards are working adults in their mid-20s to 40s. The target
should have a yearly income of $50,000 and high spending power. They regard credit card as a status
symbol and use it as a gateway to golf and other exclusive privileges.
ICBC typical credit card holder is a senior executive, aged 30, working in a multi-national company.
He is concerned with image and uses his credit cards for privileges such as dining, golfing and
exclusive previews. Name of advertising persona: Mr U.
1.4

Positioning

ICBC has numerous competitors in the banking industry, many who offers credit card to lower income
earners and even students. ICBC credit card will be differentiated as an upscale card exclusively for
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consumers who look forward to excellent and personalized customer service.

1.5

Message Strategy

Message
Only you deserve ICBC.
Approach
Soft sell approach, also known as the heart strategy, will be engaged. This approach will touch the ego
and social aspects of the consumers. It aims to solicit favorable response from target consumers and
imprint ICBC credit cards as upscale and exclusive.
Advertising Appeal
ICBC credit cards will play on emotional appeal, where Mr U feels sense of self-esteem, pride, and
status that stems from possessing ICBC credit card. ICBC wants to attract consumers who want to be
different and demand service that caters to their needs. In this campaign, exclusivity and excellent
service is repeatedly reiterated to ICBC card holders.
Execution Style
Teasers will be run for a period of one month to arouse curiosity of the consumers, each teaser will be
accompanied by the tagline Only you. ICBC credit cards will not be identified in the teasers until the
launch. In the concluding ad, ICBC credit cards will be identified with the slogan Only you deserve
ICBC. In the next one month from launch, a series of ads with an appropriate spokesperson will
continue to run. The spokesperson will be decided at a later time.

Question 2b.
Magazine advertisement offers quality reproduction, therefore allows ICBC to present its brand and
product in a more superior manner. Singapore Press Holdings is Singapore leading media organisation
and provides various print media for company to produce their advertisement. Below are three
magazines, The Peak, Icon, and Gold Digest, which are produced and published in Singapore and their
respective advertising rates.
The Peak
A luxury magazine that is published every month, the targeted audience is majority male reader whom
most of them are from senior management and professional that has average income excess of
US$250,000.
The Peak Advertising rate under SPH magazines
Full Colour Printed Advertisement

Horizontal or vertical half page (trimmed size 297mmx110mm, bleed size

303mmx116mm and text size 277mmx90mm) - $3,900

One full page (trimmed size 297mmx220mm, bleed size 303mmx226mm and text size
277mmx200mm) - $,5600

Double page (trimmed size 297mmx440mm, bleed size 303mmx446mm and text size
277mmx90mm) - $10,800

Outside back Cover of the magazine - $8,800

Inside of the back cover - $6,700

Inside of the front cover of the magazine - $14,400

Discount is also given for volume advertising with a time period of 12 month at 3 pages less
5%, 6 pages less 15% and 12 pages less 25%. For premium position with specified position is
additional of 15% and guaranteed editorial is at 10%.
Icon
A Chinese luxury lifestyle magazine that is published every month, the targeted audience is age group
from mid 20s to late 40s whom have strong spending power that attuned to fashion and beauty trend.
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Icon advertising rate under SPH magazines

Full Colour Printed Advertisement

Horizontal or vertical half page (trimmed size 297mmx146mm, bleed size

303mmx152mm and text size 277mmx400mm) - $3,000

One full page (trimmed size 297mmx220mm, bleed size 303mmx226mm and text size
277mmx126mm) - $4,500

Double page (trimmed size 297mmx440mm, bleed size 303mmx446mm and text size
277mmx400mm) - $9,000

Outside the back cover of the magazine - $6,075

Inside of the back cover of the magazine - $4,950

Inside of the front cover of the magazine - $5,400

Discount is also given for volume advertising with a time period of 12 month at 3 pages less
5%, 6 pages less 10% and 12 pages less 25%. For premium position additional loading is
additional of 15% and its subject to availability.
Golf Digest Singapore
A luxury lifestyle magazine that is published monthly, the audience are aged 25 and above and are on
top of their career and have spending power.
Advertising rate under SPH magazines
Full Colour Printed Advertisement allows ads to appear at any location of the Golf Digest

One full page (trimmed size 275mmx205mm, bleed size 281mmx211mm and text
size 255mmx185mm) - $4,500

Double page spread (trimmed size 275mmx410mm, bleed size 281mmx416mm and
text size 255mmx390mm) - $8,500

Outside the back cover of the magazine - $6,500

Inside of the back cover - $5,500

Inside of front cover spread - $10,500

Advertising on tips booklet - $15,000

Discount is also given for volume advertising with a time period of 12 month at 3 pages less
5%, 6 pages less 10% and 12 pages less 15%. For premium position like front half, facing
editorial, right-hand page, front half right hand and facing editorial is additional of 20%.
By choosing an appropriate magazine to advertise its new credit cards, ICBC will be able to reach its
target audience successfully. Positioning of their new credit cards is dependable on the magazines
ICBC chooses for the launch, and will thus set how consumers view ICBC credit cards.

Question 2c.
Golf Digest Singapore is the most compatible with my advertising creative strategy. Their readership
profile matches ICBCs target audiences, who are working adults in their mid-20s to 40s whom have a
yearly income of $50,000 and have high spending power.
Golf Digest reader profile
72% of Golf Digest readers are male and 28% are female reader and about 65% of the readers are in
their mid-20s to 40s and are mostly married. 58% of the readers have a yearly income of $50,000 and
31% of them whom incomes are not declare their income. 4% of the reader are businessman or partner,
10% of them are CEO,CFO,COO, MD and GM , 13% are professional and half of the reader are
manager and executives, 13% are student, housewife and retirees and 7% others. Through research,
those who have high spending power will have luxury program like playing golf, as only those who
have high spending power will be able to get the equipment and also have country club membership for
them to enjoy their interests regularly. Playing golf and reading golf magazine soon became a status
symbol. The rationale for advertising in Golf Digest is that ICBC credit card will be differentiated as an
upscale and exclusive card that symbolises luxury and status.
Selectivity
Most of the magazine is being published once or twice a month, so it will suitable for ICBCs
advertisement to be read and noticed. If a magazine consists of different topics, there will be chances
that readers flip through pages that do not interest them. This risks ICBCs advertisement not being
noticed. Many competitors will be advertising in magazines, like The Peak and Icon, thus it is difficult
for them to stand out, especially when market leader advertises in the same magazine. The rationale is
to capture the attention of the specific audiences while they are reading on topics that interest them, and
focus at certain target market before expanding into other markets. Furthermore, Golf Digest has higher
readership compared to The Peak and Icon.
Creative flexibility
Golf Digest not only has instructions from the worlds best golfer and golf instructor, it also possesses
news and stories of the latest golf equipment, accessories features, insightful stories from the worlds
best golf writers, and the worlds best destination golf and travel. Golf Digest has a lifestyle section at
the back of the magazine, where reader might turn to read first, if they enjoy sections like luxury car,
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food, wine, personal gadgets and ways to keep fit, healthy and beautiful. My rational is to place ICBCs
advertisement in the lifestyle section to capture the attention of readers, so while they read through the
lifestyle section, they will notice ICBCs advertisement. This will create readers awareness towards
ICBC credit cards.
Reproduction quality
Since Golf Digest is a luxury lifestyle magazine, it will have better quality paper and also able to print
high definition photograph or illustration in both colour and black and white. Golf Digest is packed into
a well-designed, carefully thought-out glossy magazine with quality and prestige. Comparing with
having to advertise on newspaper or other magazine, Golf Digest will provide a difference in the
quality and packing of the magazine. Since ICBC wants to position its credit cards as upscale and
exclusive, readers attention will be captured with high degree of attention towards nice colour and
clearly defined picture.
Therefore, with the analysis stated above, Golf Digest will be the most suitable magazine for
advertising of the new ICBC credit cards.

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Question 3a.
There are various criticisms towards credit card industry for not being socially responsible, one of
which is creating a debt society and encouraging consumers to take up debt. Corporate Social
Responsibility (CSR) refers to the economical, legal, societal and discretionary responsibilities that the
organization has towards society (Corporate Social Responsibility, 2011). Another criticism that arises
is there is no legalization to cap credit card rates (Besiger, 2010). Furthermore, security seems to be
lagging for credit card industry (RFID Credit Cards Put to the Test, 2006)
No Cap on Credit Card Rates
Credit cards companies are free to set the interest rates for credit cards, which leave the consumers
vulnerable to any hikes in the interest rates. Consumers, who have trouble keeping up with the
payments for the credit cards, find it even tougher with the hikes. However, credit card companies
argued that the hikes are targeting customers who have poor credit risk and usually default on their
payments. Credit card industry has to take note of its societal responsibility, whilst fulfilling their
economical responsibility, which is to be profitable. Grace period could have been allowed for the
customers to repay their debts, and if defaults still occur, the increased interest rates can then be
charged.
Security Issues with Credit Card
Researchers at the University of Massachusetts found that unencrypted data such as cardholders name
can be obtained through a small RFID reader (RFID Credit Cards Put to the Test, 2006). This
compromises the security of consumers and critics have said that this will encourage identity thefts,
thus creating social and legal hazard. Customers found themselves laden with debts that the thieves
have clocked. Although numerous thefts have occurred due to security lapse on the credit card, credit
card industry has not found a permanent solution. Nonetheless, credit card companies tried to improve
their security measures through better encryption. Credit card industry has to continue to work on the
security issues to fulfill their legal and societal responsibilities towards society.
Consumers are increasingly concerned companies fulfilling their corporate social responsibilities. It is
important that credit card industry set up guidelines to guide card companies. Regulations can also be
in place for issues such as any changes in card policies need to be approved by customers, instead of
silence means consent. Consumers are more inclined to trust companies which are social responsible.
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Question 3b.
Social responsibility is the obligations that organizations fulfil, in terms of economical, legal, societal, and
discretionary responsibilities (Corporate Social Responsibility, 2011). By incorporating a social
responsibility message, ICBC can better resonate with consumers and hence, striking a positive image in the
mind of consumers.
The social responsibility message that ICBC can incorporate into their credit card advertising campaign:

ICBC provides quality products and services to meet your every requirement, and continues to
strengthen our relationship with all customers. Privacy of our customers details is of utmost
concern to us. We consistently monitor our system security and improve our business process to
ensure your privacy. We strive to uphold ethical standards set forth by the credit card industry. ICBC
credit card, the card just for you.
ICBC wants to expand its market share and increase the awareness of consumer toward ICBC credit cards.
The message allows ICBC to differentiate themselves from their competitors. This message will be able to
capture the hearts consumer who needs quality services and products. Consumers applying for credit cards
will always want to receive services that make them feel privileged, and prefer different products for them
to choose to suit their varying requirements.
The message also highlights the societal responsibility of ICBC towards society. Privacy and security is the
promise that ICBC offers towards consumers, and upholding ethical standards is ICBCs promise towards
stakeholders. Being societal responsible, will allow ICBC to create linkage with not only stakeholders, and
also general public. As IMC plan requires synergy of messages, the message delivered through various
platforms has to be consistent.
With this message, consumers who tend to be interested in socially responsible investing will give ICBC a
chance to offer their services. Throughout the IMC campaign, contact points are maximised in order to
deliver ICBCs social responsibility message. With the synergy of messages delivered in the IMC
campaign, ICBC will be able to create a brand impact that ICBC cares for their consumers and various
stakeholders.

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