Have you ever really wondered why companies advertise the way they do? This article dives into the approach one company took to produce ads on their product.

1. Overview:
Recently, I performed a Communications Analysis of the TD
Ameritrade 4-page print advertisement for the Trade Architect
product. The goal was to break down the ad and try to figure out their
strategic approach and thought process that went into creating it.
This document will also explain how TD Ameritrade measures up to
marketing standards. Also, because Fast Company magazine was the
channel used for the print advertisement, their enclosed customer
profile statistics played a critical role in TD Ameritrade’s selection of
that channel as well as what advertising content was selected.
Communications Analysis of TD Ameritrade Advertisement
and Fast Company Channel
Prepared by: Scott MacFarland
March 2012
Communications
Analysis
Tuesday, March 27, 2012

2. Brand / Product:
•TD Ameritrade / Trade Architect
Advertisement Specifications:
•8.5”x11”Full page, 4-color, full bleed, print media.
•1 Page intro display Ad, 2-page spread + 1 page follow
Channel:
•Channel: print magazine advertisements link to website
Promotion:
•Corporate and consumer oriented sales promotion
Noise:
•None
Feedback:
•Occurs only if customer visits TD website or if they contact the
TD Ameritrade corporate number on the advertisement.
Advertising Channel: Fast Company - March 2012
2
Tuesday, March 27, 2012

3. Advertising Classification:
TD Ameritrade does a nice job of using both the national and primary demand
classifications to inform or remind consumers of the company or brand’s
features, advantages, benefits or generate demand for the Trade Architect
product. TD Ameritrade dominates the market and this advertisement will
help their new product Trade Architect gain market acceptance.
TD Ameritrade Primary Target Audience Characteristics:
•Digital Adopter
•Male
•Professional, white collar
•Business owner or C-level
•$150k or higher HHI
TD Ameritrade is active in the Target Marketing Process by:
•Identifying a market with an unfulfilled need
•Determining their market segmentation
•Selecting a target market
•Positioning their new product through national print advertising
Market Segmentation:
•Geographic: US, probably major metropolitan designated market areas
(DMAs)
•Demographic: mostly male, working professionals, mid-career,
management or officer level, entrepreneur, mostly Baby Boomers and
Gen X
•Socioeconomic: High salary (mid to upper 100s), discretionary income,
college degree or higher
•Psychographic: Inclined to technology, innovation, money management,
investing, do-it-yourself professional
The Marketing Mix:
•Product: Trade Architect
•Price: Unpublished in advertisement
•Place: www.tdameritrade.com/trade 877-tdameritrade
•Promotion: Trade free for 60 days + $600
Brand Identity:
Using TD Ameritrade’s Square logo as seen on other
advertisements and on banking centers will help with brand
association. Co-branding with Olympic symbol will provide
additional credibility through brand association.
Brand Equity:
TD Ameritrade has a strong image in the marketplace and is
capitalizing on that brand equity to help introduce Trade
Architect
Brand Loyalty:
TD Ameritrade customers do not have loyalty to this product
because it is new to the market. However, customers using
other TD Ameritrade products and services will most likely
sample this new product if they are satisfied with TD
Ameritrade overall.
Promotional Mix:
Advertising - Interactive / Internet Marketing
Concentrated Marketing:
TD Ameritrade has selected a market segment that likes to be
a self-investor using online tools and is attempting to capture
a large share of the market.
Positioning by: Use or Application
TD Ameritrade has positioned itself in the market to be for
self-traders who want the power of a web-based trading
platform and the credibility of TD Ameritrade’s global brand.
Audience Contact Tools:
Three of twelve tools are represented in this advertisement.
Print media (newspapers, mag), Internet, Interactive as well
as Events and Sponsorships.
3
Tuesday, March 27, 2012

4. Based on the target audience of Fast Company
magazine, it is apparent that TD Ameritrade is
going after a very similar audience. An audience
that is very successful and relatively early-on in
their careers.
Brand Similarity
86%
0% 100%
Read for insights and new ideas
81%
Read for out of the box ideas
74%
Read for inspiration
Key Components
69%Male
64%Are business
decision makers
48%Top management
or Executive
37%
Owner / partner in
their own business
31%
Female
$$
$
$
$
$
$
$
$
$$$
$$$
$
$
$
$182,406
Household
IncomeMedian Age
43.7
30
40
This page has several key
components that help give a
clearer picture of who the Fast
Company reader is. These are all
very important to TD Ameritrade’s
decision to advertise with Fast
Company. Take a look at how the
target audience profiles are very
similar.
Fast Company
Reader Profile
4
Facts: Courtesy FastCompany.com
Tuesday, March 27, 2012

5. Fast Company Brand Characteristics:
TD AmeriTrade payed very close attention
to the Fast Company six brand
characteristics to the right as they are
extremely important and inherent
in the TD Ameritrade customer.
Technology
Leadership
Affluent and
influential
readership
Design
Innovation
Ethonomics
Brand Characteristics
Advertising with a Brand is like Partnering:
The target audience of both the advertiser (TD
Ameritrade) and the publisher (Fast Company)
must be a close match or the efficacy of the
advertisement will not be yield the return that
is expected.
Partnership
5
Tuesday, March 27, 2012

6. Consumer Communications Process
Perception:
TD Ameritrade has a well-respected name, therefore the perception should be positive and expectations high.
Sensation:
If I was an investor using online tools, my immediate response after reading the TD Ameritrade ad would be to log on to the website and check it out
even further. I would want to see all the features, advantages and benefits they are offering.
Evaluative Criteria:
These are the messages in the ad that are the key criteria being mentioned. These eleven items are very important in convincing
the consumer to make a purchase decision.
•Heat Mapping
•Earnings and Profitability Analyses
•Live streaming CNBC News
•Center of trading universe
•View market simply and Visually
•Share with trading community
•Everything you need
•No platform fee
•Web-based trading platform
•Commission free
•$600 bonus
Source Message
Channel
Factors
TD Ameritrade Trade Architect Print + Web
What is the process the consumer will
go through in responding to marketing
communications?
•Source - TD Ameritrade
•Message - Introducing Trade Architect
•Channel factors - Integrated Print and Web
6
Tuesday, March 27, 2012

7. Source Encoding Decoding Receiver
Sender’s field of experience | Receiver’s field of experience
Channel
Message
Communication Process:
This process involves both the sender (TD Ameritrade) and the receiver (the reader of the Ad). It also has five key elements that are critical when deciding
how to create ad content that actually works. Here’s the key, the Channel Message crosses over with both the Sender’s field of experience and the
Receiver’s field of experience. In this case, TD Ameritrade must know their target audience extremely well to create this print ad and link to the web. On the
flip side, the receiver should be influenced by the content and visuals of the ad so that they are compelled to take action. Now you see why The Channel
message is so important.
Source:
TD Ameritrade
Trade Architect
Advertisement.
Encoding:
TD Ameritrade
provides information
with a combination of
a visually stimulating
graphic layout and
text content that is
easy to ready and
succinct.
Channel Message:
Print + Web - great choice
because the 3 page layout is
well used because after you
think you are done reading the
features, advantages and
benefits, the 3rd page drives
home the final key message
and close. The benefit is, the
user can take the ad with
them to re-read again for
reinforcement.
Decoding:
The Advertisement
should be easy to
understand if the user
is computer / web
savvy. The content in
the Advertisement
makes this quite clear
for the Receiver to
decode the message.
Receiver:
The receiver will
be enticed by
this strategy.
Sender and Receiver Consumer Communications Process
7
Tuesday, March 27, 2012

8. Persuasion Mix
Source Message Channel Receiver Destination
Message Presentation 2
Attention 4
Comprehension 1
Yielding
Retention
Behavior
4
3
2
1
5
5
5
5
5
5
The Persuasion Mix:
Helps TD Ameritrade marketers see how each controllable
element interacts with the consumer’s response process.
Receiver / Comprehension: can the receiver comprehend the ad? Yes
Channel / Presentation: Which media will increase presentation? Print / Web
Message / Yielding: What type of message will create favorable attitudes or feelings? Feature-rich Ad that appeals to the intellectual investor
Source / Attention: Who will be affective in getting consumer’s attention? TD Ameritrade Brand name
Destination: Fast Company magazine plays an important role in every part of the Persuasion Mix5
4
3
2
1
Legend:
8
Tuesday, March 27, 2012

9. Message Structure:
In developing the message structure of the advertisement, TD Ameritrade has done a nice job in using the recency effect. They closed with a
strong, convincing call to action along with an incentive to make a purchase decision.
Ad Message Recall:
Advertisements must determine whether their message should draw a firm conclusion or allow the viewer to draw the conclusion - TD Ameritrade
is allowing the user to draw a conclusion. However, if I am a trader, I really must look further because I would be throwing away $600 if I didn’t.
One-Sided Message:
TD Ameritrade only mentions positive attributes or benefits in the Advertisement.
Qualitative Media Effect:
The combination of Print and Web highly influence the message because they can display the content in a manner that is compelling and has a
long shelf life. It can also provide deeper information on the website. Lastly, TD Ameritrade can measure the effectiveness by driving users to the
web and phone.
Models of the Response Process:
The TD Ameritrade advertisement used the Hierarchy of Affects segment in the Models of the Response Process. There are six aspects of this
process; Awareness, Knowledge, Liking, Preference, Conviction, and Purchase. I feel that this process was used in that a strong presentation was
made to gain awareness with a four page display ad that increased knowledge and liking of the product offering. At the time of my reading,
I instantly determined a preference based on the amount of information presented. Then, a convincing call to action along with an incentive that
guided me to make a purchase decision was made.
Foote Cone and Belding Grid:
TD has done a masterful job in maximizing the concepts of the using the Foote Cone and Belding Grid. The advertisement is highly visual
displayed over four pages thus playing to the right-brain. The left-brain also is targeted in that the more rational, cognitive thinker is teased with
pertinent information about the Trade Architect platform.
Overview:
TD Ameritrade and their Trade Architect product advertisement do a great job of communicating the message and providing the reader a simple
and effective way to understand a complicated platform. They also provide the reader an incentive to open an account that will most likely capture
the attention of a high percentage of readers. The website is functional and easy to understand and helps the user to dig deeper in to the
features, advantages and benefits of the product.
9
Tuesday, March 27, 2012