Newspapers, magazines and the general print medium are among the most used form of advertising. Thing is, with the new/digital media creeping into the print domain, I can only hope to see more strategy in how ads are executed on print. Last month when CBA launched its US Dollar currency credit card the placement of the advert to introduce it was poorly placed and not thought out, especially with regard to the audience of the Money pull out magazine from Thursday’s Daily Nation. To avoid being redundant see the post here
The long and short of it? The pullout is targeted at SME owners, and stories carried in the pullout, more so the cover story, was about how SME’s face an uphill task getting credit from banks. Now, how do you go and tell the same audience that you have a US dollar credit card! Ironic right? It’s like rolling up your Range Rover Sport’s tinted windows when a street urchin approaches you in traffic for him to see his own reflection.
So the other day I saw a series of strip ads by Bank of Africa (as shown below).
This strategy of using a series of strips reminded me of those done by Cooperative Bank first I believe, when they embarked on opening branches in different towns (see image below). The strips are placed in a manner such that, instead of Continue reading