Professional Documents
Culture Documents
BY
ACKNOWLEDGEMENTS
The most pleasant part of writing an ad review report is to acknowledge those who
First of all we would like to thank Almighty Allah for showing us the path to
express our gratitude to our beloved Teacher, Mr. Najeeb Agrawalla, who gave us
the encouragement to complete this task. His stern yet friendly behavior,
We would also like to thank Mr. Shafiq-ur-Rehman, Mr. Tariq Saeed, Mr. Abbas
Kazmi, Mr. Zeeshan and Mr. Nabeel Sabir of UBL Ameen who encouraged us with
We have learnt a lot from this report and hope that the knowledge we have gained
Table of Contents
...................................................................................................................................................................1
ACKNOWLEDGEMENTS........................................................................................................................2
TABLE OF CONTENTS............................................................................................................................3
8.1 Appeal 14
8.2 Structure & Format 14
8.3 Source 14
9 MEDIUM 14
9.1 Placement14
9.2 Time/ Day / Date 14
9.3 Cost Error: Reference source not found
10 CRITIQUE ERROR: REFERENCE SOURCE NOT FOUND
9.1 Positive Error: Reference source not found
9.2 Negative Error: Reference source not found
INTRODUCTION
Advertisement Layout
Textual body
Main feature Textual body is on the base of the ad.
In the crest of the ad there is brand name with attention grabbing statement.
Demonstration
Very simple and sober appearance
The ad flaunts in a comprehensive manner
Typescripts of main body are very small as compare to brand logo ‘A’
Message Execution
Message is summarize and explicable.
Entire Message regarding products & services are conveyed superbly healthy.
The launch of Ameen Islamic Banking is a significant milestone for the Bank as well
as a major move forward for Islamic Banking in Pakistan, in view of UBL’s standing
as one of the largest local banks in the country, with a network of over 1000
branches and a customer base of over 3.0million.
Mission Statement
We, at UBL Ameen, will strive to attain the premier position in the Islamic Banking
Industry by providing our customers with personalized services, exceptional value
and a sense of security by catering to all their financial needs through Shariah
compliant products and services
UBL Ameen ad reflects their aim i.e. to create new benchmarks in service quality
and provide an array of personalized Islamic products, catering to the diverse and
ever challenging demands of their clientele.
The Islamic Banking service facility is the main product which being offered in the
Ad of UBL Ameen. Through this Ad the Management of UBL would like to promote
their Islamic banking services which are available with wide network of UBL
branches. This product line is divided in three segments of product line which are
consisting on:-
• E-Banking.
DEPOSIT PRODUCTS
SERVICES
1) UBL Ameen Online Banking
It has always been their greatest pleasure to bring the best in terms of
services to you. Their ambition is to be customer focused in all their efforts
and their ultimate goal is to provide you seamless and trouble free banking
services.
UBL has one of the biggest networks of online branches in all major cities of
Pakistan. What’s more, every branch is your branch. Banking is more
convenient than ever.
UBL Ameen has introduced the facility of Online Banking through which you
will also have an access to UBL Ameen’s Online Banking facility that links over
900 branches of UBL nationwide.
2) UBL E-statement
3) UBL Netbanking
UBL Ameen VISA Debit card allows you to make purchases at shopping
outlets and withdraw cash at ATMs with one single card. Just swipe your
card and sign a receipt-No need to carry cash.
Graphical Representation
Growth
Introductio
n
MARKET SHARE
According to State Bank of Pakistan, the total assets size of Islamic banking industry
is around Rs.323.0 billion. If see calculate UBL market share with overall assets
size of Islamic banking, the UBL share comes around 1%, which at present quite
low. However, according to their current marketing strategies their market share
grow in coming years.
COMMUNICATION OBJECTIVE
United Bank Limited (UBL) is one of the largest commercial banks in the country
and is heir to a rich tradition of banking and commerce going back to 1959. It has a
The main objective through this ad is to Revive UBL Ameen corporate image /
presence in the market and announces the Online banking network. Through the
product of UBL Ameen, the management of the bank wishes to communicate that
UBL Ameen is the Islamic banking arm of United Bank Limited, which provide
Shariah compliant services throughout the Pakistan using UBL’s vast network of
branches. This Islamic banking operation is being operated through strategically
located dedicated Islamic banking branches as well Islamic banking windows in UBL
branches. The all banking services are available within one roof.
UBL Ameen is in third year of its operations of Islamic Commercial Banking.
According to annual report of UBL, the Islamic banking department has developed
various Shariah compliant products and services. Their Information Technology
department has successfully migrated core banking solution for Islamic banking
operations in all UBL Ameen branches and windows, thus enabling Ameen to
connect with over 900 online UBL branches across Pakistan.
Through this Ad UBL Ameen is communicating that almost all Shariah compliant
banking products are available with UBL Ameen and prospective customer can
enjoy all modern Islamic banking facilities with large network of branches.
TARGET AUDIENCE
If we see Islamic Financial Services Industry in global perspective, this industry has
proved its resilience and has attracted world attention during the financial turmoil
of world over. The principle of Islamic finance are now being attracting by the
investors world over. The total assets of the Islamic financial system have now
surpassed around $1 trillion, a fivefold increase over their magnitude just five years
ago. Islamic Finance is now among the fastest growing financial segments in the
world, with an estimated annual growth of 20 percent.
According to State Bank of Pakistan, the current global economic turmoil may have
forced many major economies to cut back on their development plans but for
Pakistan, this seems like an opportune time to step up measures that could further
beef up its financial sector particularly Islamic finance.
According to Islamic financial market of Pakistan in world context, the Islamic assets
size is around 5% of total conventional assets size, whereas in few Muslim
countries the market share of Islamic Finance is very high. For example in Malaysia
where total Muslim population is around 65% of the total population, they have the
share of Islamic Banking of approximately 20% of total conventional banking.
This shows that being 99% of Muslim population of Pakistan the Islamic finance has
great potential. The “Targeted Audience or Targeted customer” of this Ad is
untapped prospective customers those who does not like to have banking with
conventional banks and they wanted their banking transactions in line with Shariah.
Graphical Representation
ASSETS &
FINANCING
Rupee
s in
billion
Dec- Dec- Dec- Dec- Dec- Dec-
Sep-09 Jun-09 08 07 06 05 04 03
Islamic
Banking Size 323 313 276 206 119 72 44 13
Share in industry
(%) 5.3 5.1 4.9 4.0 2.8 2.0 1.5 0.5
Islamic
Banking Size 245 238 202 147 84 50 30 8
Share in industry
(%) 5.5 5.2 4.8 3.8 2.6 1.8 1.3 0.4
Islamic
Banking Size 198 194 186 138 73 48 30 10
Share in industry
(%) 4.2 4.2 4.3 3.5 2.3 1.7 1.3 0.5
Total Islamic
Banking
Institutions 19 18 18 18 16 11 11 4
Total No. of
Branches 551 528 515 289 150 70 48 17
,723 92
Commodity Financing 6.9 6.2 12.4 5.0 (60.0) 0.0
14 35
2,0
Staff Loans 2.8 2.7 3.5 2.0 6.1 6.6
2,223 95
Others 1.4 1 44.3 1.0 11.8 0.1
19 17
MESSAGE DESIGN
Appeal
The name UBL itself is a very appealing to the reader as UBL has a very strong
banking background.
The name Ameen belongs to one of the title of our beloved Holy Prophet (P.B.U.H.)
which is Arabic word meaning trustworthy, faithful, reliable, custodian; such name
reflects sense of guardian for ones Amanah (Amanat) and is exceptionally
appealing.
Placement of Logo ‘A’ in a Islamic filigree fashion in left middle of the ad.
Use of Green & White color represents Islamic feel as these colors are considered to
be divine.
Use of Blue color for Logo A represents UBL’s logo blue color
Use of Islamic filigree artwork on the green portion to represent that the brand deals
in Islamic products.
Source
Head Lions marketing agency are one of the market pioneers in ad making business, latest all
ads of UBL Ameen are designed by this group.
Their vision is to raise the bar by drawing a line between creative sense & business sense,
walking over it, without crossing on either side and helping marketers understand it’s
potency.
MEDIUM
Placements
This particular ad is taken from Sunday Jang News Magazine Page 13.
Time/Date/Day
Day Sunday
Costs
CRITIQUE
Positive
Offering Islamic Banking services and products through 900 branches of UBL. This is
a catching point for the individuals and business man who are reluctant for doing
banking with Islamic banks due to their small network.
Offering wide range of Islamic products and services which can meets banking
demand of any customer which induce to bank with UBL Ameen.
The text of Ad start with “50 years of UBL’s successful banking performance” adding
customer’s confidence on UBL Ameen which give good mileage to this Ad and UBL
Ameen product.
Negative
No telephone numbers or any dedicated line are giving in this Ad. If any customer
need any information, the only communications is available to go to the UBL web
which not possible for everyone.
Within the 900 branches of UBL main cities are mentioned which are covering only 4
provinces. In this Ad city of province of Baluchistan is missing which is quite
surprising.