1. Administrative Sciences- Marketing Semester-8 Advertizing Management
Inst-D. Maha Mohamed Bashir r

2. Lecture -1 In this lecture you will learn: Introduction.
Advertizing management.
Advertising management part of marketing.
Advertising agencies

3. Advertising Management
Introduction:
The Advertising Management Option is designed to develop decision-making and analytical skills in the functional areas of marketing communications.
 This program provides the student with a carefully designed set of courses in advertising management and provides ad agencies, media, and marketers with a pool of well-qualified employees.

4. The advertising management courses
The ad program includes courses in:
Consumer behavior.
research.
Creative strategy.
Media strategy.
Campaign planning.
Account management.

5. Advertising management
a career whom path in the advertising industry. Advertising and promotions managers may work for an agency, a PR firm, a media outlet, or may be hired directly by a company to develop branding for the company's product or service. This position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns.

6. Advertising management part of marketing
Regarding terminology, while advertising is the promotional campaign itself, advertising management can address the whole process - the function of marketing starting from market research continuing through advertising, leading to actual sales or achievement of objective, potentially including evaluation of the entire cost-benefits to the company involved.

7. Ad management incorporates various specialized sub-functions
Ad management incorporates various specialized sub-functions like:
Media strategy.
Message strategy.
Media planning.
Media buying

8. Advertising defintion
The American Marketing Association (AMA) defines advertising as,
“Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”
This definition suggests the following features of advertising.
Advertisement is a paid form of communication. Advertiser exercises a control over it.

9. Advertising medium of mass communication
Advertising is non-personal selling. It is a medium of mass communication for large-scale selling.
Ad is acts as an important marketing tool for presentation and promotion of ideas, goods and services.
It needs the sponsor of the message known. Advertising will be meaningless if the advertiser is not clearly identified

10. Features of Advertising
Lecture-2
Features of Advertising
Provides information.
Paid communication.
Non-personal presentation.
Element of marketing mix.
Target oriented

11. Features of Advertising
The nine important features of advertising are as follows:
Provides information : The basic purpose of advertising is to provide information about products or services to prospective buyers.

12. Features of Advertising
Paid communication : The advertiser has to pay to the media for giving publicity to his advertising message.
Non-personal presentation : Advertising is non-personal in character as against salesmanship, which is personal (face to face communication) in character.
In advertising, the message is given to all and not to one specific individual.

13. Publicity : Advertising gives publicity to goods, services and ideas
Publicity : Advertising gives publicity to goods, services and ideas. It is basically for giving information to consumers. This information is always related to the features and benefits of goods and services of different types.

14. Features of Advertising
Basically for persuasion : Advertising aims at persuasion of potential customers. It attracts attention towards a product, creates a desire to have it, and finally induces consumers to visit the market and purchase the same. Advertising has a psychological impact on consumers. It influences the buying decisions of consumers.

15. Features of Advertising
Target oriented : It is possible to make intensive advertising by selecting a specific-market or specific-segment of consumers (e.g. children, housewives, etc.) for advertising. This selection of a specific market is called target market.
Advertising becomes effective and result-oriented when it is target oriented.

16. Features of Advertising
Art, science and profession :
It is now universally accepted that advertising is an art, science and a profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its principles and rules.

17. Features of Advertising
Element of marketing mix : Advertising is an important element of a marketing mix It supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing-mix are reasonably favorable.

18. Features of Advertising
Creativity : Advertising is a method of presenting a product in an artistic, attractive and agreeable manner.
Creativity can be introduced by creative-people (professionals) in the field of advertising. They introduce new techniques for introducing creativity. Without creativity, advertising will be like a body without a soul. It is therefore known as the essence of advertising.

19. Lecture-3 Advantages of Advertising for manufacturers:
Large-scale production & marketing
Introduction of new products.
Creates new demand
Effective personal selling.
Builds brand image.
Reduces cost of production.
Facing competition.

20. Advantages of Advertising
The advantages of advertising can be divided into two main groups. One group denotes benefits to manufactures and other group denotes benefit to consumers. Let's find out how each of them gets benefited by advertising.

21. The advantages of advertising for manufacturers:
Large-scale production & marketing : Advertising is useful as a sales promotion technique. It gives information to consumers and encourages them to purchase more. Manufacturers expand their production base due to higher market demand created through advertising.

22. The advantages of advertising for manufacturers:
1-Introduction of new products :
Advertising facilitates the introduction of new products.
Due to advertising, information about new products is given to the prospects. This creates demand and the manufacturer is able to sell new products along with the existing ones.

23. The advantages of advertising for manufacturers:
2-Creates new demand :
Advertising spreads information and encourages consumers to purchase new products. Such advertising leads to the creation of new demand.
Various concessions are offered to consumers in the initial period. This gives positive response from the consumers. Thus, advertising creates new demand from non-users. :

24. The advantages of advertising for manufacturers
3- Effective personal selling : Advertising creates a proper background for personal selling. It gives advance information to the prospects.
They visit the shop in order to purchase a particular product which they know through advertising media.
The job of a salesman becomes easy as consumers develop affinity to specific products. In brief, it supports and supplements personal selling.

25. The advantages of advertising for manufacturers
4- Builds brand image :
Manufacturers introduce branding for making their products popular with distinct personality. The brands are made popular through advertising.
As a result, consumers develop loyalty towards a specific brand. Advertising builds brand image and this develops consumer loyalty towards a specific brand.

26. The advantages of advertising for manufacturers
5- Reduces cost of production :
Advertising creates demand and promotes sales. This enables a manufacturer to conduct production on a large scale. This leads to reduction in the cost of production and distribution.
As a result, the profit margin of the manufacturer increases.

27. The advantages of advertising for manufacturers
7- Facing competition :
A manufacturer can face market competition effectively and can make his products popular through advertising.
He can remove misunderstanding among consumers about his products through appropriate advertising.

28. The advantages of advertising for manufacturers
8- Sales promotion :
A manufacturer can make his sales promotion campaign successful by using the support of advertising. He can prepare proper background for the success of such an ad-campaign as it facilitates direct communication with consumers.

29. The advantages of advertising for manufacturers
9- Goodwill builder :
A manufacturer can build up goodwill and good image in the business world and also among the consumers through advertising. The social welfare programs and community service activities can be given wide publicity through advertising. Even the progress of the Organization can be brought to the notice of the public through it.

30. Lecture-4 Advantages of Advertising for consumers
Information and guidance.
Acts as reminder.
Attracts consumers.
Raises living standards.
Effective product use.
Removes misunderstanding

31. The advantages of advertising for consumers
Information and guidance : Consumers get information and guidance from advertising. They can study the advertisements of competitors and select the products which are profitable to them. This avoids their cheating and exploitation at the hands of middlemen.
Acts as reminder : Advertising acts as a reminder to consumers. They remember what is urgently required to be purchased through advertising.

32. The advantages of advertising for consumers
3-Attracts consumers :
Advertising leads to competition among manufacturers and retailers. They have to offer something special in order to attract consumers. Such attraction offers benefits to consumers.
For example, manufacturers have to bring down the price in order to attract customers. They have to supply quality goods in order to attract more customers. All this is beneficial to consumers in terms of price and quality of goods.

33. 4- Raises living standards :
Advertising raises the standard of living of people by supplying information about goods and services, which can offer convenience and pleasure to them. It guides consumers in the selection of most suitable goods for their daily life. Thus, it provides higher standard of living to consumers as a social group.

34. 5-Effective product use :
Consumers get information about uses or benefits of different products through advertising. They also get guidance as regards the right manner of using the product.
This avoids possible damage of the product purchased. Even the product can be used for different purposes because of the information supplied through advertisements.

35. 6-Removes misunderstanding : Advertising helps consumers in removing their misunderstanding about certain products. They change their attitudes towards products and services due to it.

36. Assignment-1
What is the advantages of advertising for the manufacturers and consumers

37. Lecture-5 Role of Advertising
Advertising is useful for giving information.
Effective advertising.
Advertising of consumer products enables a manufacturer to face market competition effectively.
Advertisements are common during festivals.

38. Role of Advertising
The following points suggest the role of advertising in selling sales promotion of consumer durables.
Advertising is useful for giving information and guidance to prospective buyers of consumer durables. Here, advertising gives the details of special features, benefits, price discount, and other concessions offered, etc. to the purchasers of consumer durables and encourage interested customers to take initiative in purchasing the durable articles.

39. Role of Advertising
Effective advertising of consumer durable creates a proper background for personal selling. An attraction is created in the minds of consumers, and they are encouraged to visit retail shop in order to see the article or look at the demonstration of its working.

40. Advertising of consumer products enables a manufacturer to face market competition effectively. He can give special features of his product and also suggest how his product is superior to that of his competitors. This is useful for sales promotion of consumer durable. Even consumers can make appropriate selection of a suitable product by studying the advertisements of competitors.

41. Role of Advertising
Advertising of consumer durable during the festival period acts as a reminder to consumers. They remember to purchase a useful product on the Eve of the festival. This technique facilitates a sales promotion during the festival period.

42. Advertisements are common during festivals.
3-The seller of consumer products (manufacturing company) may like to offer attractive gift or price discount to interested consumers. Here, advertising can be made effectively.
This encourages consumers to purchase a durable product. Such advertisements are common during festivals.

43. Types of Advertising Media
The types of advertising media are noted in the following chart.

44. Advertising media have their special features
It may be noted that advertising media have their special features, merits, limitations and suitability.
An advertiser has to consider his ad-budget and select the most appropriate advertising media and use them for an advertising purpose.

45. Lecture-6 Decision making in Advertising
The five-step process of Advertising decision-making.
Five Ms of advertising.
Durable products.

46. Decision making in Advertising
While undertaking ad-campaign or while organizing an advertising program for products like consumer products, (tooth paste, chocolate, soap, face powder, skin-cream, etc.)

47. Durable products
or durable products, (car, TV, etc.) or industrial products, (machine, etc.) concerned company has to take certain decisions and adjust the advertising activity accordingly.

48. Advertising decision-making is a five-step process
Advertising decision-making is a five-step process (Five Ms of advertising) consisting of mission, money, message, media and measurement. In other words, evaluation and broad decisions need to be taken in regard to these five areas while organizing an advertising program or campaign.

49. Five Ms of advertising
Advertising will be effective or result-oriented when it is made with proper planning and appropriate decisions as regards the objectives, media used, funds provided and so on.
In short, it is an activity that needs suitable decision-making on various matters. Such decisions constitute the steps in the advertising.

51. The five Ms’ of advertising
Lecture-7
The five Ms’ of advertising
Mission.
Money.
Money as effectiveness of advertising.
Extensive advertising.
Ad on TV, newspapers, radio.

52. The five Ms’ of advertising on which an advertiser has to take decisions:
1-Mission :
This refers to the purpose or objective behind advertising. The objectives behind advertising are varied in character. They include sales promotion, information and guidance to consumers, developing brand loyalty, market goodwill, facing market competition effectively, making the products popular or successful and introduction of a new product.

53. 2-Money :
This refers to the finance provided for advertising purpose (advertising budget). It means the budget allocation made by the company for advertising.

54. Money provided is a limiting factor as effectiveness of advertising
Money provided is a limiting factor as effectiveness of advertising, media used, coverage of advertising, etc. are related to the funds provided for advertising purpose.

55. Extensive advertising on TV, newspapers, radio, etc. is required.
2- It may be noted that consumer products like tooth paste or chocolate are highly competitive with many substitutes easily available in the market.
Naturally, extensive advertising on TV, newspapers, radio, etc. is required.
These media are costly. Naturally, the manufacturing or marketing company will have to provide huge money for advertising purpose.

56. 3-Message :
Message is provided through the text of advertisement. The message is given through written words, pictures, slogans and so on. The message is for the information, guidance and motivation of prospective buyers.
Attractive and meaningful messages give positive results, and the advertising becomes result-oriented.

57. Message -Cont
3-Here, the advertiser has to decide the message to be given, the media to be used for communicating the message, the extent of creativity, the specific customer group selected for giving the message and so on.

58. Lecture-8 The advertising message
Advertizing and consumer product.
The advertising message
Media.
Measure.

59. Advertizing and consumer product
3. For advertising consumer product like chocolate, the message is important. The buyers are mainly children and others of lower age groups or for the benefit (pleasure and satisfaction) of younger generation.

60. The advertising message should be simple and easily
The advertising message should be simple and easily understandable with the help of picture or slogan. It should be also attractive and agreeable to younger generation. The pictures or slogans used should be short and impressive.

61. 4-Media :
The advertiser has to take a decision about the media to be used for an advertising purpose. Media differ as regards cost, coverage, effectiveness, etc. The selection of media depends on the budget provided, products to be advertised, and features of prospective buyers, so on. Wrong decision on media may make advertising ineffective and money spent will be wasted.

62. The selection of media
2-For advertising popular and extensively used consumer items like chocolate, the media should be selected properly.
TV advertising, particularly a cartoon channel, advertising in children books or newspaper supplements for children, advertising on radio programs for children, etc.

63. 5-Measure :
Measure relates to the effectiveness of advertising. An advertiser will like to evaluate advertisement in order to judge its effectiveness. If an advertisement is not effective, it will be modified or withdrawn.
This is necessary for avoiding expenditure on the advertisement which is not purposeful or is not likely to give positive results.

64. Measure the effectiveness of his advertisement
An advertiser has to measure the effectiveness of his advertisement program or campaign and take suitable decisions. This decision-making as regards effectiveness of advertising is equally important and essential.

65. Assingnment-2
How an advertiser evaluate advertisement in order to judge its effectiveness?

66. Lectur-9 Advertising Agency The first advertising Agency.
Role of Advertising Agencies
why we need advertising agencies?
How are the agencies take all the efforts for selling the product of the clients

67. The first advertising Agency
Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be delivered and hands it over to the client. Advertising agencies are mostly not dependent on any organizations.

68. The agencies take all the efforts for selling the product of the clients
These agencies take all the efforts for selling the product of the clients.
They have a group of people expert in their particular fields, thus helping the companies or organizations to reach their target customer in an easy and simple way.
The first Advertising Agency was William Taylor in 1786 followed by James “Jem” White in 1800 in London and Reynell & Son in 1812.

69. Role of Advertising Agencies
Creating an advertise on the basis of information gathered about product
Doing research on the company and the product and reactions of the customers.
Planning for type of media to be used, when and where to be used, and for how much time to be used.

70. Then why we need advertising agencies
4) Taking the feedbacks from the clients as well as the customers and then deciding the further line of action 5) All companies can do this work by themselves. They can make ads, print or advertise them on televisions or other media places; they can manage the accounts also

71. Then why do they need advertising agencies?
The reasons behind hiring the advertising agencies by the companies are:
The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc.

72. The reasons behind hiring the advertising agencies:
The agencies make optimum use of these people, their experience and their knowledge.
They work with an objective and are very professionals.
Hiring them leads in saving the costs up to some extent

73. Types of advertising agencies
Lecture-10
Types of advertising agencies
Full service Agencies.
Interactive Agencies.
Creative Boutiques.
Media Buying Agencies.
In-House Agencies

74. Full service Agencies
There are basically 5 types of advertising agencies.
Full service Agencies
Large size agencies.
Deals with all stages of advertisement.
Different expert people for different departments.
Starts work from gathering data and analyzing and ends on payment of bills to the media people.

75. Interactive Agencies Interactive Agencies
Modernized modes of communication are used.
Uses online advertisements, sending personal messages on mobile phones, etc.
The ads produced are very interactive, having very new concepts, and very innovative.

76. Creative Boutiques Creative Boutiques
Very creative and innovative ads.
No other function is performed other than creating actual ads.
Small sized agencies with their own copywriters, directors, and creative people.

77. Media Buying Agencies Media Buying Agencies
Buys place for advertise and sells it to the advertisers.
Sells time in which advertisement will be placed.
Schedules slots at different television channels and radio stations.
Finally supervises or checks whether the ad has been telecasted at opted time and place or not.

78. In-House Agencies In-House Agencies
As good as the full service agencies.
Big organization prefers these type of agencies which are in built and work only for them.
These agencies work as per the requirements of the organizations.
There are some specialized agencies which work for some special advertisements. These types of agencies need people of special knowledge in that field. For example, advertisements showing social messages, finance advertisements, medicine related ads, etc.

79. The advertising process
Lecture-11
The advertising process
Briefing.
Knowing the Objective.
Research.
Target Audience.
Media Selection.
Designing and Creating the Ad

80. The advertising process
For the development of advertising and to get best results one need to follow the advertising process step by step.
The following are the steps involved in the process of advertising:
Step 1 - Briefing: the advertiser needs to brief about the product or the service which has to be advertised and doing the SWOT analysis of the company and the product.
Step 2 - Knowing the Objective: one should first know the objective or the purpose of advertising. i.e. what message is to be delivered to the audience?

81. Research & Target Audience
Step 3 - Research: this step involves finding out the market behavior, knowing the competitors, what type of advertising they are using, what is the response of the consumers, availability of the resources needed in the process, etc.
Step 4 - Target Audience: the next step is to identify the target consumers most likely to buy the product. The target should be appropriately identified without any confusion. For e.g. if the product is a health drink for growing kids, then the target customers will be the parents who are going to buy it and not the kids who are going to drink it.

82. Step 5 - Media Selection: now that the target audience is identified, one should select an appropriate media for advertising so that the customers who are to be informed about the product and are willing to buy are successfully reached.
Step 6 - Setting the Budget: then the advertising budget has to be planned so that there is no short of funds or excess of funds during the process of advertising and also there are no losses to the company.
Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers is made by the copywriters of the agency, then the actual creation of ad is done with help of the art directors and the creative personnel of the agency.

83. Place and Time of Ad
Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it perfect to enter the market.
Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be shown.
The place will be decided according to the target customers where the ad is most visible clearly to them. The finalization of time on which the ad will be telecasted or shown on the selected media will be done by the traffic department of the agency.

84. Performance:
Step 10 - Execution: finally the advertise is released with perfect creation, perfect placement and perfect timing in the market.
Step 11 - Performance: the last step is to judge the performance of the ad in terms of the response from the customers, whether they are satisfied with the ad and the product, did the ad reached all the targeted people, was the advertise capable enough to compete with the other players, etc. Every point is studied properly and changes are made, if any.
If these steps are followed properly then there has to be a successful beginning for the product in the market.

85. Techniques used by the advertisers
Lecture-12
Techniques used by the advertisers
Emotional Appeal.
Most common appeals under fear.
Promotional Advertising.
Bandwagon Advertising.
Facts and Statistics.
Unfinished Ads.

86. Techniques used by the advertisers
Today every company needs to advertise its product to inform the customers about the product, increase the sales, acquire market value, and gain reputation and name in the industry.
Every business spends lot of money for advertising their products but the money spent will lead to success only when the best techniques of advertising are used for the product.
Here are some very common and most used techniques used by the advertisers to get desired results.

87. Emotional Appeal Emotional Appeal
This technique of advertising is done with help of two factors - needs of consumers and fear factor. Most common appeals under need are:
need for something new
need for getting acceptance
need for not being ignored
need for change of old things
need for security
need to become attractive, etc.

88. Most common appeals under fear are:
fear of accident
fear of death
fear of being avoided
fear of getting sick
fear of getting old, etc.

89. Promotional Advertising
This technique involves giving away samples of the product for free to the consumers. The items are offered in the trade fairs, promotional events, and ad campaigns in order to gain the attention of the customers.

90. Bandwagon Advertising
This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side. For e.g. recent Pantene shampoo ad which says “15crores women trusted Pantene, and you?”

91. Facts and Statistics
Here, advertisers use numbers, proofs, and real examples to show how good their product works. For e.g. “Lizol floor cleaner cleans 99.99% germs” or “Colgate is recommended by 70% of the dentists of the world” or Eno - just 6 seconds.

92. Unfinished Ads
The advertisers here just play with words by saying that their product works better but don’t answer how much more than the competitor. For e.g. Lays - no one can eat just one or Horlicks - more nutrition daily.
The ads don’t say who can eat more or how much more nutrition.

93. Weasel Words
In this technique, the advertisers don’t say that they are the best from the rest, but don’t also deny. E.g. Sunsilk Hairfall Solution - reduces hairfall. The ad doesn’t say stops hairfall.

94. Endorsements
The advertisers use celebrities to advertise their products.
The celebrities or star endorse the product by telling their own experiences with the product.

95. Complementing the Customers
Here, the advertisers used punch lines which complement the consumers who buy their products.
Ideal Family and Ideal Kids
The advertisers using this technique show that the families or kids using their product are a happy go lucky family. The ad always has a neat and well furnished home, well mannered kids and the family is a simple and sweet kind of family.

96. Patriotic Advertisements
These ads show how one can support their country while he uses their product or service. For e. g some products together formed a union and claimed in their ad that if you buy any one of these products, you are going to help a child to go to school.
Questioning the Customers The advertisers using this technique ask questions to the consumers to get response for their products

97. Surrogate Advertising
Bribe:
This technique is used to bribe the customers with some thing extra if they buy the product using lines like “buy one shirt and get one free”, or “be the member for the club for two years and get 20% off on all services.”
Surrogate Advertising
This technique is generally used by the companies which cannot advertise their products directly. The advertisers use indirect advertisements to advertise their product so that the customers know about the actual product.

98. Lecture-13 The role of media strategy
The role of media strategy. The Media Strategy process.
When is the timing to show or run advertisement.
What type of media is to be used for delivering the message?
Media dispersion approach.
Selection of Media Category.

99. The role of media strategy
Every work to be done needs a plan of action so that the work is done in a desired and correct manner.
Media Strategy plays a very important role in Advertising. The role of Media Strategy is to find out the right path to transfer or say deliver the message to the targeted customers.

100. How many people see or hear or read all the advertisements or promotional offers and buy the product or service? The basic intention of media strategy is not only procuring customers for their product but also placing a right message to the right people on the right time and of course that message should be persuasive and relevant. So, here the planners of the organization decide the Media Strategy to be used but keeping the budget always in mind.

101. The Media Strategy process has three “W”s to be decided. They are
Where to advertise ?
When to advertise ?
What media type to use ?
Where is the place for showing or delivering advertisement.

102. In short it means the geographical area from where it should be visible to the customers who use or are most likely to use the product or services offered. The place does not mean only TV or radio but it can also be newspapers, blogs, sponsorships, hoardings on roads, ads in the movie break in theatres, etc. The area varies from place to place like it can be on national basis, state basis and for local brands it can be on city basis.

103. When is the timing to show or run advertisement:
The ad should be delivered with perfect timing when most customers are like to buy the product. The planners need to plan it keeping the budget in mind as the maximum of 20% of revenues of the company can be used in the advertisement section. Different products have different time length for advertisements. Some products need year long ads as they have nothing to do with seasonal variations So the planners have to plan the budget according to the time length so that there is no short of money at any time in this process.

104. What type of media is to be used for delivering the message?
There are basically two media approaches to choose from. Media Concentration approach Media Dispersion Approach In media concentration approach, the number of categories of media is less.

105. The money is spent on concentrating on only few media types say two or three. This approach is generally used for those companies who are not very confident and have to share the place with the other competitors. They don’t want anyone to get confused with there brand name so this is the safest approach as the message reaches the target consumers.

106. Media dispersion approach
In media dispersion approach, there are more number of categories of media used to advertise. This approach is considered and practiced by only those people who know that a single or two types of media will not reach their target. They place their product ads in many categories like TV, radio, internet, distributing pamphlets, sending messages to mobiles, etc

107. Selection of Media Category
Whichever category is selected by the planners of the organization, they should select a proper media to convey their message.
If the product is for a big amount of customers then a mass media option can be selected like TV, radio or newspaper. The best examples for this type are detergent ads, children health drinks and major regular used products such as soap, shampoo, toothpastes etc.

108. If the planners want to change the mind of people doing window shopping or just doing shopping for sake of name, then point of purchase type can be opted by the company. This helps the company to explain their point to the buyers and convince the buyers to go for their product.

109. The Life cell Cord Blood Banking
If the planners want to sell their product on one to one basis, then the third option is direct response type. Here, the company people directly contact the customers via s, text messages, phone calls or meeting for giving demos. The best example of this type of media is the Life cell Cord Blood Banking. They go to their customers, explain them what it is all about and try to convince them.