Assuming that we are a part of the marketing department in BNY Mellon, we conducted a full analysis on a TV commercial in order to help the bank make a decision whether to adopt it or not. The analysis included the evaluation, appraisal and critic of the selected TV advertisement tool for BNY Mellon. The commercial: BNY Mellon: Invested in the World https://youtu.be/eLUYVp0eLec

1. TV COMMERCIAL
ANALYSIS

2. Outline
Introduction
Brief information about the bank
Recent financial activities
TV commercial
Evaluation of the commercial

3. Who We Are
BNY Mellon is an investments
company. We provide investment
management, investment services and
wealth management that help
institutions and individuals succeed in
markets all over the world.

4. Who We Are
Established: 1784
Founder: Alexander Hamilton
Headquarters: One Wall Street
Ticker Symbol: BK

5. Who We Are
$28.5trillion assets under
custody and/or administration
$1.7trillion assets
under management
100+markets

6. Mission
"Our Vision and our Values guide us in
creating an environment where our
clients' expectations and our shared,
enduring values drive the decisions
and behavior of our entire
organization."

7. Vision
"We strive to be the acknowledged
global leader and preferred partner
in helping our clients succeed in the
world's rapidly evolving financial
markets."

8. Objectives
BNY Mellon is an investments institution. We
provide investment management, investment
services and wealth management that help
institutions and individuals succeed in markets all
over the world.

9. Values
Integrity
Respect
Personal Responsibility
Teamwork
Excellence

10. Corporate Social Responsibility
Invested
Our approach to social responsibility has evolved
beyond our already strong employee
engagement, environmental stewardship and
community commitments. Now, to
complement BNY Mellon’s role in global capital
markets, we’re invested more than ever —
invested in our people, invested in market
integrity and invested in the world.

11. Information
 Name: Bank of New York Mellon
 Rating/Ranking:

12. Awards:
-Best in Collateral Management
-Best in Securities Lending
Triple A Asset Servicing Awards
-Best US Private Bank
-Best Private Bank for Family Offices
Family Wealth Awards
-#1 Overall
-#1 Collateral Management
Tri-Party Survey
Global Investor/ISF, 2014
-Best FX Research
-Best Technical Analysis
-Best Forecasts
World’s Best Foreign Exchange Providers
Global Finance, 2014
-#1 Overall Corporate Trust Service
Provider, Globally
-#1 Global Custodian
-Most Innovative Project of the Year
-Collateral Manager of the Year
-Best Prime Broker for Innovation

13. Recent Financial Info
 March 11, 2015
BNY Mellon to Repurchase Up to $3.1 Billion
of Common Stock
 February 17, 2015
BNY Mellon Announces Adjustment to Fourth
Quarter 2014 Financial Results
 January 23, 2015
BNY Mellon Reports Fourth Quarter Earnings
of $807 Million or $0.70 Per Common Share

14. The TV Commercial

15. Identification Elements
Name &
Logo
• The Name and
logo is clearly
shown
Motto
• They have not
made use of a
slogan or tag line,
however that is
because they
don’t own one.
Values
• Communicating
beliefs,
organizational
culture,
perspective of
social responsibility
is the main goal of
this advertisement.

16. Objectives
Target Market
Very clearly
identified ‘Investors’
as their target
Market.
The use of words
such as:
Investment
Management,
Investment cycle,
Bonds, Advisor,
multiple use of the
word ‘Invested’.
Demonstrating
their
core competencies
such as
Innovation, global
solutions and
practice oriented
nature.
The images of
stock price,
financial advisors,
people dressed like
investors clearly
appeal to the
target market they
are focusing on.

17. The Message
IMPORTANT
ELEMENTS
• Informative, yet
persuasive at the
same time
• Positive
• Consistent with
mission and vision:
Indicates that the
focus is on specialize
in financial services
and investment
banking.
• Value Driven
MAIN MESSAGE
• Combining powerful
offerings in
Investment
Management and
Investment
Servicing, BNY
Mellon offers a
unique view of the
investment universe.
MAIN PURPOSE
• This video provides
an intimate look at
the people and
stories behind BNY
Mellon and shows
how they make a
meaningful impact on
people's lives.
• Encouraging Social
Responsibility and
informing investors
that BNY Mellon is
the solution to t o not
just investment
transaction but also
their quest of positive
global solution.

18. Language
English
Well-structured
The speaker: very clear sentences and
easy to understand
The employees: clear and enthusiastic

19. Visuals
Sending the words messages using visuals
Clear and eye-catching
 Affecting both minds and feelings
Using both genders and different races to
show diversity in the workforce
Using different locations in the video
Using a variety of colors

20. References
• https://www.bnymellon.com/us/en/who-we-are/#
• http://manonamission.blogspot.com/2005/07/bank-of-
new-yorks-bny-mission.html
• https://www.bnymellon.com/us/en/investor-
relations/index.jsp#ir/credit-ratings