PLATINUM CREDIT LTD.

ADVERT

The print advert that has ben chosen for this exercise is that of Platinum

Credit LTD which aims to communicate the existence of the service of

money lending which they are offering. This advert works well because not

only does it communicate its purpose effectively but also gives substantial

information to the reader as to some of the requirements needed to borrow

the money. We see that the company is willing to offer money to customers

and use their rental income or logbook as a security in the loan application.

Not only is it somewhat easier than borrowing from a bank but also assure

their customer that they would receive the money in 24 hours. This advert

works well because it is simple to understand and is quite precise.

2. ROI ANALYSIS

Basing on the ROI analysis an effective advert should be relevant, original

and have an impact to the audience. This advert fulfils the relevance part by

being in line with the main idea point that is being generated which is

basically the idea of money borrowing. The advert can’t be termed as

original rather a copycat since most adverts that communicate about money

borrowing have the same outlay and content as used in this advert. This

advert has an impact towards people who are seeking loans but have

difficulties accessing them. We see how the company tries to ensure that all
their customers will access the funds in a duration of twenty four hours.

Through the use of simple security measures.

3. THE CREATIVE BRIEF

A creative brief can be termed as a document that serves as a road map for

a creative project and guides the designer towards the expected result.

Some of the components of a creative brief are:

 Problem it seeks to solve. This advert seeks to inform people of how

this company can help solve their financial distress.

 Target audience. The target audience is those who own cars or

those who are working and can afford to use their “assets” as a security.

This ad hopes to get the people fitting this

criteria to start borrowing from them.

 Project objective. The objective of this ad is to create awareness

of other ways of borrowing money without necessarily using the

conventional methods i.e. bank loans and Sacco’s

 Communication objective

 Selling idea of the advert. The unique selling point of the advert is

the security options being offered as well as the duration of time one

is able to get their funds. We can say convenience is their unique idea.

 Media consideration. This advert was found in the People’s Daily

which is a free copy newspaper given on the streets by vendors. This

 means this advert has a higher chance of reaching a bigger mass than

those which are bought considering the number of people who collect

it. It also key to say that the choice of placement works to their

advantage as this was a cover page advert meaning more people still

see it even though they might not pick up a copy.

 Creative direction used. The direction used here is that the

imagery that has been used and the tone of voice used in the advert is

spot on to ensure effective communication. We see that the use of an

apartment building as well as cars in the parking lot are used to

symbolize the use of rental income as well as the logbook in securing

the loan.

We also see the tagline used is of a soft and caring

nature when the company says “there when you need us”

this makes them come off as a caring partner who will help

you out of your financial difficulties without stress.

The 24 hour sign is also well placed and color used ensures

that the audience is captured by it instantaneously