The document discusses financial advertising and its importance. Financial advertising promotes financial products and services to investors, loan, banking, and mortgage consumers. It aims to generate increased consumption of these products and services. Various media are used for financial advertising, including print, television, and radio. Satellite television proves to be an effective medium for advertising financial services to NRIs. Financial advertising campaigns are crucial for financial services businesses to gain clients and promote their brand.

1. INTRODUCTIONINTRODUCTION
Advertising is a form of communication intended to persuade its viewers, readers
or listeners to take some action.
Modern advertising developed with the rise of mass production in the late 19th and
early 20th centuries.
Commercial advertisers often seek to generate increased consumption of their
products or services.
There are many organizations that spend money on advertising promoting items
other than a consumer product or service.
With growing literacy, consumer awareness, rapid advances in the electronic
media, advent of MNC’S and increasing global networks have led to the growth of
advertising.

2. FINANCIAL ADVERTISINGFINANCIAL ADVERTISING
 Financial advertising is the practice of advertising to the investor, loan, banking,Financial advertising is the practice of advertising to the investor, loan, banking,
and mortgage consumer.and mortgage consumer.
 Financial Advertising on Satellite Television (ST) is an financial advertisingFinancial Advertising on Satellite Television (ST) is an financial advertising
which accompanies financial programmes.which accompanies financial programmes.
 Financial programmes are niche audience directed programmes, and are notFinancial programmes are niche audience directed programmes, and are not
dependent on TRP ratings.dependent on TRP ratings.
 Advertising is geared to the world of finance, such as Wall Street brokerageAdvertising is geared to the world of finance, such as Wall Street brokerage
firms, banks, or insurance companies.firms, banks, or insurance companies.
 A large part of financial advertising has to do with the promotion of the imageA large part of financial advertising has to do with the promotion of the image
of financial corporations with the hope that the corporation will become aof financial corporations with the hope that the corporation will become a
trusted name that will appeal to investors.trusted name that will appeal to investors.

3. THE IMPORTANCETHE IMPORTANCE
 Financial services advertising and marketing campaigns are crucial to helpingFinancial services advertising and marketing campaigns are crucial to helping
you gain clients and promote your financial services business.you gain clients and promote your financial services business.
 Various advertising and marketing agencies cater specifically to businesses inVarious advertising and marketing agencies cater specifically to businesses in
the financial services industry.the financial services industry.
 One can easily find the agency that will best suit your company's specific needsOne can easily find the agency that will best suit your company's specific needs
for financial advertising promotion.for financial advertising promotion.

4. THE BEST MEDIUMTHE BEST MEDIUM
 With NRI reservation the satellite channel proves to be anWith NRI reservation the satellite channel proves to be an
effective medium for financial advertising for the NRI’S.effective medium for financial advertising for the NRI’S.
 JAIN TV claims that 30 percent of its ads revenue comes fromJAIN TV claims that 30 percent of its ads revenue comes from
financial programmes.financial programmes.
 Some financial advertising requires more than 30-seconds andSome financial advertising requires more than 30-seconds and
corporate films lasting 10 minutes are the way out.corporate films lasting 10 minutes are the way out.
 Print is also one of the medium through which financialPrint is also one of the medium through which financial
advertising has reached the people.advertising has reached the people.

5. THE MEDIA USEDTHE MEDIA USED
 The media used for financial advertising is normally the print.The media used for financial advertising is normally the print.
 Appropriate headlines should be framed in order to catchAppropriate headlines should be framed in order to catch
attention.attention.
 Headline: A quality product always ensuresHeadline: A quality product always ensures
sweet returns.sweet returns.

6. HDFC LIFE INSURANCEHDFC LIFE INSURANCE
 Housing Development Finance Corporation Limited or HDFC was founded inHousing Development Finance Corporation Limited or HDFC was founded in
1977 by Ravi Maurya and Hasmukhbhai Parekh, is an Indian NBFC.1977 by Ravi Maurya and Hasmukhbhai Parekh, is an Indian NBFC.
 HDFC Standard Life marketing campaign – ‘Kal Ki Socho, Sar Utha Ke Jiyo’ –HDFC Standard Life marketing campaign – ‘Kal Ki Socho, Sar Utha Ke Jiyo’ –
urges people to look at insurance in a new light and get them to do properurges people to look at insurance in a new light and get them to do proper
financial planning for themselves and their families.financial planning for themselves and their families.
 The campaign manages to address the issue of life insurance and uncertainty in aThe campaign manages to address the issue of life insurance and uncertainty in a
very light hearted manner and yet delivers the message effectively.very light hearted manner and yet delivers the message effectively.

7. AXIS MUTUAL FUNDAXIS MUTUAL FUND
 Mutual Fund is a trust that pools the savings of a number of investors whoMutual Fund is a trust that pools the savings of a number of investors who
share a common financial goal.share a common financial goal.
 Axis Bank adopts a strong research driven recommendation model to help youAxis Bank adopts a strong research driven recommendation model to help you
choose the best funds based on qualitative and quantitative parameters.choose the best funds based on qualitative and quantitative parameters.
 Here, a dedicated Relationship Manager can also be assigned to you to ensureHere, a dedicated Relationship Manager can also be assigned to you to ensure
that your investment requirements are taken care of, smoothly and efficiently.that your investment requirements are taken care of, smoothly and efficiently.
 The advisors will also help you choose the right investment products in lineThe advisors will also help you choose the right investment products in line
with your investment goals.with your investment goals.

8. CONCLUSIONCONCLUSION
 Financial Advertising is very essential to make people aware. about the variousFinancial Advertising is very essential to make people aware. about the various
life insurance plans, mutual funds, pension plans etc.life insurance plans, mutual funds, pension plans etc.
 But due to recession firms had to cut back on advertising expenses.But due to recession firms had to cut back on advertising expenses.
 An analysis of AdEx data, shows that bank advertising on TV decreased byAn analysis of AdEx data, shows that bank advertising on TV decreased by 33
per cent, advertising for loans went down byper cent, advertising for loans went down by 3939 per cent and mutual fundper cent and mutual fund
advertising was downadvertising was down 8484 percent.percent.
 However, insurance has grown byHowever, insurance has grown by 7474 per cent.per cent.