What guidelines would you follow for developing an advertising campaign for a service organization? Discuss by taking the example of a commercial bank or an insurance company.

Developing an advertising campaign for a service organization requires a strategic and customer-centric approach, as services are intangible, variable, and inseparable from their providers. Unlike physical goods, services cannot be seen, touched, or tested before purchase. Therefore, effective communication is essential to build trust, highlight value, and reduce perceived risk. In the context of a commercial bank or an insurance company, specific guidelines must be followed to ensure the campaign resonates with the target audience and communicates credibility, reliability, and relevance.

The first guideline is defining clear objectives for the campaign. These may include increasing brand awareness, promoting a new financial product, attracting new customers, or reinforcing trust in existing services. For example, a bank might want to promote its new digital banking app. The objective could be to increase downloads _____ __________ ________ ___ ____ ___ __________ __________ ____ _____ _____ _____.
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