Hsbc Values
How does this campaign illustrate the concepts of consumer learning and also of perception?
Marketing staff through reducing the potential advertising fatigue ways of applying different marketing means of packaging the same theme product advertisements so as to enhance the interest in a product. For example, HSBC will be positioning as" the world’s local bank". Using this theme to propagate, due to personal subjective point of view is different, as a result of the different values, so the significance of the product is different, but still reflect the same theme.
Company often does a consumer research to grasp the consumer demand. The consumer research has six steps. Defining the objectives of the research. Collecting and evaluating secondary data. Designing a primary research study. Collecting primary data. Analyzing the data. Preparing a report on the findings. If the purpose of the study is to come up with new ideas for... [continues]
HSBC Launches the "Different Values" Campaign
In September of 2008, HSBC marketing executives launched a new global advertising campaign called "Different Values." With the expressed purpose of better understanding what people value--not in terms of banking, per se, but what they value in their personal and political lives--the campaign stood as unique in the industry. Many saw this 2008 effort as an extension of follow-on to HSBC's "Different Points of View" campaign, launched in 2005, which had been developed around branding HSBC as "The bank that values different points of view."
The 2005 campaign had replaced the bank's prior three-year "Cultural Collisions" campaign, continuing the bank long-term effort to integrate notions of cultural diversity into its company brand and advertising footprint.
Much of the campaign was delivered through print media advertising, including a historic 24-page ad buy in New York magazine, and constituting a monopoly on advertising in the October 27, 2008 issue of the magazine. Many of the
Marketing staff through reducing the potential advertising fatigue ways of applying different marketing means of packaging the same theme product advertisements so as to enhance the interest in a product. For example, HSBC will be positioning as" the world’s local bank". Using this theme to propagate, due to personal subjective point of view is different, as a result of the different values, so the significance of the product is different, but still reflect the same theme.
Company often does a consumer research to grasp the consumer demand. The consumer research has six steps. Defining the objectives of the research. Collecting and evaluating secondary data. Designing a primary research study. Collecting primary data. Analyzing the data. Preparing a report on the findings. If the purpose of the study is to come up with new ideas for... [continues]
HSBC Launches the "Different Values" Campaign
In September of 2008, HSBC marketing executives launched a new global advertising campaign called "Different Values." With the expressed purpose of better understanding what people value--not in terms of banking, per se, but what they value in their personal and political lives--the campaign stood as unique in the industry. Many saw this 2008 effort as an extension of follow-on to HSBC's "Different Points of View" campaign, launched in 2005, which had been developed around branding HSBC as "The bank that values different points of view."
The 2005 campaign had replaced the bank's prior three-year "Cultural Collisions" campaign, continuing the bank long-term effort to integrate notions of cultural diversity into its company brand and advertising footprint.
Much of the campaign was delivered through print media advertising, including a historic 24-page ad buy in New York magazine, and constituting a monopoly on advertising in the October 27, 2008 issue of the magazine. Many of the