Advertising Phenomenon of Banks -1

In the advertising landscape, banks dominate. Indeed, because of their presence in all media and advertising media (television, press, posters ...) and hand their budgets sometimes amounting to several million Euros per year, banks are in the top tier of producers of advertising. It is from the 20s that the general public discovered the range of banking services. Over the century, all media were used; press on television through partnerships and sponsorships, banks have always attached great importance to its communication. Icons and concepts have been developed: the client advisor, trust, sharing, listening, innovation, the future ... and money. The constant development of advertising bank is due to the specificity of the activity: the product involved is money, so everyone is potentially a target. However, this specificity of activity produces the following observation: advertising bank has always faced the problem of cultural approach to money, enough about taboo in our society. There are thus paradoxes in the communication of banks in that they sell money without ever actually saying that they are winning. Commenting on a sensitive issue, advertising bank has a special place in the world of communication.

If the bank relies on advertising all media platforms, we must admit that television occupies a special place because of the importance of the hearing. Very few and banking groups that do not use television advertising. However, if used widely, strategies can vary widely depending on the objectives and targets.

A television advertising campaign may be the main instrument in the overall strategy of a bank and LCL is currently the best example because since 2006 a campaign involving the stars of Cinema is to popularize the new name of the bank and to attract new clients.

Oil Prices On Rise

Oil prices rose sharply Monday in New York, boosted by buoyant equity markets. Wall Street has indeed been boosted during the day by publishing an indicator of consumption in the United States that the current level was satisfactory. On the New York Mercantile Exchange (Nymex), a barrel of "light sweet crude" for delivery in October had concluded the day at 87.27 dollars, up 1.90 dollars from Friday.

Markets remain driven by the president's speech to the U.S. central bank (Fed), Ben Bernanke delivered Friday that may foreshadow the development of new stimulus measures in the monetary policy meeting in September in which the duration was extended. The glow of optimism in the markets is observed following the announcement of a stronger than expected rebound in consumer spending of households, which rose 0.8% in July.

Also note that at present, the impact of Hurricane Irene in oil markets remains weak, no crude oil production being listed in the affected areas and no major disruption in supplies being to report.

Rebound on Wall Street

Wall Street started the week with much fanfare, the New York Stock Exchange showing a marked increase in closing Monday. The stock market has primarily benefited from the publication of an indicator highlighting the resilience of consumption in the United States, while the financial consequences of Hurricane Irene could be scaled down.

At the final bell, the Dow Jones progressed and 2.26% at 11,539 points while the Nasdaq and Standard & Poor's 500 respectively go up showed an increase of 3.32% to 2562 points and 1210 points to 2.83%. Note particularly the crossing by the Standard & Poor's 500 threshold of 1200 points, something that had not been seen since last two weeks. The Nasdaq has still increased by 4.3% last week after a month of fall, and shows up its fifth session in six sessions. Its level has now reached the highest since Aug. 3.

Main factors of such a surge: investors seem reassured by the amount of the first estimates of the damage caused by Hurricane Irene, which has struck the United States. While some initial projections exceeded 10 billion, the company's risk management Eqecat has estimated for its damage to 5 or 7 billion. Also note that consumer spending of households in the United States rebounded in July, growth proving to be greater than expected (0.8%).

Overall decline in Credit Default Swap

According to Markit, the Credit Default Swap (CDS) debt-related peripheral countries in the Euro area showed an overall decline. Markets appear to be satisfied and policies in Spain and Italy, as investors thus less prone to risk aversion.

But caution is still required while Greece is still alone, strong concerns weighing on a possible non-application of the second aid package awarded to Athens. Thus, the CDS (insurance against nonpayment) of the Greek debt to five years have now reached 2,200 basis points, up 92 bps.

The Credit Default Swap with the same maturity on the Italian debt has meanwhile declined by 19 bps to 360 bps, a few hours before the auction by Italy of eight billion Euros of debt. CDS Spanish were down for their 14-bps to 362 bps. The 10-year rate in Spain was changing and in turn to 5.04%, against a record 6.45% last August 2. Regarding Ireland, the decline is 32 basis points to 805 basis points.

Gold, The Misfortune Of One is The Happiness of Others

The misfortune of one is again the happiness of others ... and vice versa. After passing record after record, the "favor" of the crisis in the United States and the European Union, the price of gold has suffered these last hours of renewed investor confidence international markets.

The ounce of gold has dropped sharply Wednesday, falling below the $ 1,800 in a sharp drop of nearly 8%. While it is however necessary to correlate the thing, remembering that the day before the gold price reached a new record high trading at more than 1,900 dollars, a trend following a wave of profit taking after the outbreak observed in recent days.

By 1430 GMT, the price of an ounce of gold has tumbled to 1761.28 dollars on the spot market, dropping more than 150 dollars compared to a record 1,913.50 dollars recorded on Tuesday in exchange Asian.

Investors appear to have diverted a time of gold and its safe haven qualities, reassured by the increase observed on the European stock markets, it following the announcement of a rebound in durable goods orders in July higher than expected.

Also note that the Shanghai Gold Exchange, China market of precious metals, said Tuesday it had increased its "margin calls" - the amounts that investors must file with the operator for each position in a futures contract - making of facto less attractive investments in gold.

While the August 11, the CME, the exchange operator COMEX, New York market of precious metals, already noted by 22% its "margin calls", passing $ 7,425 per contract, some seem to fear a further increase. Sensing a desire to remove the "weak hands" who lack cash.