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Ad Review (Urdu Press)

BY

SYED MOHAMMAD DANISH IMAM

SHOAIB IBRAHIM
MUBASHIR AHMED
WASIM AKHTER

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ACKNOWLEDGEMENTS

The most pleasant part of writing an ad review report is to acknowledge those who

have contributed their efforts to our work.

First of all we would like to thank Almighty Allah for showing us the path to

knowledge and helping us in completing this Ad Review Report. Then we wish to

express our gratitude to our beloved Teacher, Mr. Najeeb Agrawalla, who gave us

the encouragement to complete this task. His stern yet friendly behavior,

unflagging patience and excellent knowledge made this possible.

We would also like to thank Mr. Shafiq-ur-Rehman, Mr. Tariq Saeed, Mr. Abbas

Kazmi, Mr. Zeeshan and Mr. Nabeel Sabir of UBL Ameen who encouraged us with

their kind information and suggestions.

We have learnt a lot from this report and hope that the knowledge we have gained

would help us in our practical life.

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Table of Contents

...................................................................................................................................................................1
ACKNOWLEDGEMENTS........................................................................................................................2
TABLE OF CONTENTS............................................................................................................................3

8.1 Appeal 14
8.2 Structure & Format 14
8.3 Source 14
9 MEDIUM 14
9.1 Placement14
9.2 Time/ Day / Date 14
9.3 Cost Error: Reference source not found
10 CRITIQUE ERROR: REFERENCE SOURCE NOT FOUND
9.1 Positive Error: Reference source not found
9.2 Negative Error: Reference source not found

INTRODUCTION

Advertisement Layout

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Textual body
 Main feature Textual body is on the base of the ad.
 In the crest of the ad there is brand name with attention grabbing statement.

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Demonstration
 Very simple and sober appearance
 The ad flaunts in a comprehensive manner
 Typescripts of main body are very small as compare to brand logo ‘A’

Message Execution
 Message is summarize and explicable.
 Entire Message regarding products & services are conveyed superbly healthy.

PRODUCTS & SERVICES

UBL AMEEN – AN INTRODUCTION

United Bank Limited, one of the largest private banks in the country has been
awarded an Islamic Banking Branch license by the State Bank of Pakistan on
December 16, 2006 AD (24 Ziqa’ad 1427 AH). As a consequence, the first UBL
Ameen Islamic Banking branch opened its doors to the public in Karachi, on
December 22, 2006 (29 Ziqa’ad 1427 AH).

UBL Ameen offers a range of Riba-free and Shariah-compliant banking products to a

wider and increasingly aware customer-base in the country. Following a two-
pronged strategy, the bank will reach out to customers through dedicated UBL
Ameen Islamic Banking branches as well as specialist Islamic Banking counters at
select UBL branches.

The launch of Ameen Islamic Banking is a significant milestone for the Bank as well
as a major move forward for Islamic Banking in Pakistan, in view of UBL’s standing
as one of the largest local banks in the country, with a network of over 1000
branches and a customer base of over 3.0million.

UBL AMEEN – VISION & MISSION

Vision Statement

To provide exceptional products and services based on Islamic doctrine.

To cater to all religions & sects, races and colors, ethnicity and cultures in the true
spirit of equality.
To be the change agent in the global financial industry, aiming ethical solutions.

Mission Statement

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We, at UBL Ameen, will strive to attain the premier position in the Islamic Banking
Industry by providing our customers with personalized services, exceptional value
and a sense of security by catering to all their financial needs through Shariah
compliant products and services

UBL Ameen ad reflects their aim i.e. to create new benchmarks in service quality
and provide an array of personalized Islamic products, catering to the diverse and
ever challenging demands of their clientele.

The Islamic Banking service facility is the main product which being offered in the
Ad of UBL Ameen. Through this Ad the Management of UBL would like to promote
their Islamic banking services which are available with wide network of UBL
branches. This product line is divided in three segments of product line which are
consisting on:-

• Corporate/ Commercial Banking

• Consumer & Retail Banking

• E-Banking.

DEPOSIT PRODUCTS

1. Ameen Curret Account

2. Ameen FCY Current Account

3. Ameen PLS Saving Account

4. Ameen Monthly Certificates / Certificates of Islamic Investment

CORPORATE / COMMERCIAL BANKING

1) Ameen Commercial Murabaha

“Murabahah” is, in fact, a term of Islamic Fiqh and it refers to a

particular kind of sale in which the seller sells the commodity to
the buyer by disclosing cost and profit. The profit may be in lump
sum or may be based on a percentage. The payment in the case
of Murabahah may be at spot, and may be on a subsequent date
agreed upon by the parties.

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2) Ameen Corporate/Commercial Ijarah

"Ijarah", a term of Islamic fiqh, means 'to give something on

rent'. Ijarah relates to the usufructs of assets and properties. UBL
Ameen transfers the usufruct of a particular property to another
person in exchange for a rent claimed from him. In this case, the
term 'Ijarah' is analogous to the English term 'leasing'. Here the
lessor is called 'Mu’jir', the lessee is called 'musta’jir' and the
rent payable to the lessor is called 'ujrah'. In case of Ijarah, the
corpus of the property remains in the ownership of the transferor,
but only its usufruct i.e. the right to use it, is transferred to the
lessee.

At UBL Ameen, the mode of Ijarah is used to meet medium or long

term financing needs of the customer by giving the asset to the
customer on rental basis and at the end of tenor; the same is sold
to the customer.

3) Ameen Commercial Diminishing Musharakah

What is Diminishing Musharaka?

To do Shariah-compliant business, we offer Ameen Diminishing

Musharakah Product. It is a form of partnership in which UBL
Ameen and the customer will jointly purchase a property or asset
This transaction starts with the formation of a partnership
(Shirkat-ul-Milk), after which buying and selling of the equity takes
place between the two partners. After becoming partners, UBL
Ameen will lease out its share to the customer at agreed rentals.
The share of UBL Ameen is further divided into a number of units
and it is understood that the customer will purchase those units
from time to time till the completion of purchasing of units by the
customer.

CONSUMER & RETAIL BANKING

Ameen Auto Ijarah (Lease)

"Ijarah", a term of Islamic fiqh, means 'to give something on

rent'. Ameen Auto Ijarah relates to the usufructs of vehicles. UBL
Ameen transfers the usufruct of a particular vehicle to another
person in exchange for a rent claimed from him. In this case, the
term 'Ijarah' is analogous to the English term 'leasing'. Here the
lessor is called 'Mu’jir', the lessee is called 'musta’jir' and the
rent payable to the lessor is called 'ujrah'. In case of Ijarah, the
vehicle remains in the ownership of the lessor, but only its
usufruct i.e. the right to use it, is transferred to the lessee. At the

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end of tenor, the same is sold to the customer if he desires to

buy, otherwise the vehicle is possessed and Hamish Jiddiyah
(Security Deposit) is refunded to the customer/lessee..

SERVICES
1) UBL Ameen Online Banking

It has always been their greatest pleasure to bring the best in terms of
services to you. Their ambition is to be customer focused in all their efforts
and their ultimate goal is to provide you seamless and trouble free banking
services.

UBL has one of the biggest networks of online branches in all major cities of
Pakistan. What’s more, every branch is your branch. Banking is more
convenient than ever.

UBL Ameen has introduced the facility of Online Banking through which you
will also have an access to UBL Ameen’s Online Banking facility that links over
900 branches of UBL nationwide.

2) UBL E-statement

UBL e-statement facility makes it easier to get your statement of accounts

and automated transactional debit/ credit alerts right into the inbox of the
customers. Available for all Rupee and Foreign Currency Account holders.

3) UBL Netbanking

UBL netbanking is an Internet Banking portal offering a simple, convenient

and secure method of accessing bank accounts on the Internet. It's never
been so easy to access and manage your finances in a secure, real-time,
online environment; Anywhere, Anytime.
Using UBL netbanking , the customers have access to their bank accounts 24
hours a day, 7 days a week and can keep a close eye on their account
balances, print account statements, pay bills, transfer funds, track purchases
and schedule their recurring payments at the touch of a button and much
more.

4) UBL Ameen VISA DEBIT ATM Card

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UBL Ameen VISA Debit card allows you to make purchases at shopping
outlets and withdraw cash at ATMs with one single card. Just swipe your
card and sign a receipt-No need to carry cash.

5) UBL Ameen Lockers

It gives us great pleasure to introduce you our safe and secure

Shariah compliant Locker facility initiated by UBL Ameen, the
Islamic Banking arm of United Bank Limited

The locker available to our customers is based on the Shariah compliant

terms of Ijarah. You are invited to use the space within the available
locker of your choice, for which we will receive the rent. At UBL Ameen
we care for safety and security for your valuables that may expose to
risk for being keeping at home or office. Their locker facility is aimed at
providing you peace of mind that your valuables are secured through
their vaulted locker room and in the event of a loss of your articles, will
be compensated through Takaful (Islamic Insurance).

Takaful coverage is provided up to Rs.1.5 million against fire, burglary

and natural calamities like earthquakes, terrorism and atmospheric
disturbances.

STAGE IN PRODUCT LIFE CYCLE

In Pakistan, the Islamic banking industry relatively is
UBL Ameen quite new. The first Islamic Banking license was
Rupe given to Meezan Bank Limited, in 2002. As we have
es discussed that overall banking share of Islamic
millio
Finance is around 5% of overall banking share. It
ns
200 200
shows that this financial industry is in initial stages of
7 8 2009 growth.

1,19 1,99 At present UBL Ameen is its 3rd year of operations.

Deposits 9 2 2,208 According to 3 years performance of banking
business it shows that UBL Ameen has almost
2,05 3,44 completed its period of Introductions and now has
Assets 4 3 3,751 entered in the area of growth. Their Islamic banking
assets size has grown around 80% within last three
Financing 339 470 638 years which shows good market penetrations and
acceptability of UBL Ameen products amongst their
Investme 1,29 customer.
nts 587 5 1,564

Graphical Representation

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Growth

Introductio
n

MARKET SHARE
According to State Bank of Pakistan, the total assets size of Islamic banking industry
is around Rs.323.0 billion. If see calculate UBL market share with overall assets
size of Islamic banking, the UBL share comes around 1%, which at present quite
low. However, according to their current marketing strategies their market share
grow in coming years.

COMMUNICATION OBJECTIVE
United Bank Limited (UBL) is one of the largest commercial banks in the country
and is heir to a rich tradition of banking and commerce going back to 1959. It has a

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network of over 1,100 domestic and 17 overseas operations including branches,

subsidiary companies and representative offices.

The main objective through this ad is to Revive UBL Ameen corporate image /
presence in the market and announces the Online banking network. Through the
product of UBL Ameen, the management of the bank wishes to communicate that
UBL Ameen is the Islamic banking arm of United Bank Limited, which provide
Shariah compliant services throughout the Pakistan using UBL’s vast network of
branches. This Islamic banking operation is being operated through strategically
located dedicated Islamic banking branches as well Islamic banking windows in UBL
branches. The all banking services are available within one roof.
UBL Ameen is in third year of its operations of Islamic Commercial Banking.
According to annual report of UBL, the Islamic banking department has developed
various Shariah compliant products and services. Their Information Technology
department has successfully migrated core banking solution for Islamic banking
operations in all UBL Ameen branches and windows, thus enabling Ameen to
connect with over 900 online UBL branches across Pakistan.
Through this Ad UBL Ameen is communicating that almost all Shariah compliant
banking products are available with UBL Ameen and prospective customer can
enjoy all modern Islamic banking facilities with large network of branches.

TARGET AUDIENCE
If we see Islamic Financial Services Industry in global perspective, this industry has
proved its resilience and has attracted world attention during the financial turmoil
of world over. The principle of Islamic finance are now being attracting by the
investors world over. The total assets of the Islamic financial system have now
surpassed around $1 trillion, a fivefold increase over their magnitude just five years
ago. Islamic Finance is now among the fastest growing financial segments in the
world, with an estimated annual growth of 20 percent.

According to State Bank of Pakistan, the current global economic turmoil may have
forced many major economies to cut back on their development plans but for
Pakistan, this seems like an opportune time to step up measures that could further
beef up its financial sector particularly Islamic finance.
According to Islamic financial market of Pakistan in world context, the Islamic assets
size is around 5% of total conventional assets size, whereas in few Muslim
countries the market share of Islamic Finance is very high. For example in Malaysia
where total Muslim population is around 65% of the total population, they have the
share of Islamic Banking of approximately 20% of total conventional banking.
This shows that being 99% of Muslim population of Pakistan the Islamic finance has
great potential. The “Targeted Audience or Targeted customer” of this Ad is
untapped prospective customers those who does not like to have banking with
conventional banks and they wanted their banking transactions in line with Shariah.

Graphical Representation

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ASSETS &
FINANCING
Rupee
s in
billion
Dec- Dec- Dec- Dec- Dec- Dec-
Sep-09 Jun-09 08 07 06 05 04 03
Islamic
Banking Size 323 313 276 206 119 72 44 13
Share in industry
(%) 5.3 5.1 4.9 4.0 2.8 2.0 1.5 0.5
Islamic
Banking Size 245 238 202 147 84 50 30 8
Share in industry
(%) 5.5 5.2 4.8 3.8 2.6 1.8 1.3 0.4
Islamic
Banking Size 198 194 186 138 73 48 30 10
Share in industry
(%) 4.2 4.2 4.3 3.5 2.3 1.7 1.3 0.5
Total Islamic
Banking
Institutions 19 18 18 18 16 11 11 4
Total No. of
Branches 551 528 515 289 150 70 48 17

SECTOR WISE BREAKUP

OF FINANCING

Amount (Rupees in billions) Number of borrowers

(%) (%) (%)
Sep- Jun- Sep- (%)
chang shar Jun-09 chang
09 09 09 share
e e e
2,1
Corporate Sector 84 91.9 (8.7) 60.6 (6.8) 6.0
2,014 62
2,5
SMEs 11.8 12.5 (5.1) 8.5 (1.1) 7.4
2,497 25
1
Agriculture 0.1 0.1 22.1 0.1 (3.0) 0.4
128 32
Consumer Finance 31.6 29.9 5.7 22.8 26 26,3 1.3 79.5

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,723 92
Commodity Financing 6.9 6.2 12.4 5.0 (60.0) 0.0
14 35
2,0
Staff Loans 2.8 2.7 3.5 2.0 6.1 6.6
2,223 95
Others 1.4 1 44.3 1.0 11.8 0.1
19 17

MESSAGE DESIGN
Appeal

 The name UBL itself is a very appealing to the reader as UBL has a very strong
banking background.

 Online Islamic product services from 900 hundred branches

 The name Ameen belongs to one of the title of our beloved Holy Prophet (P.B.U.H.)
which is Arabic word meaning trustworthy, faithful, reliable, custodian; such name
reflects sense of guardian for ones Amanah (Amanat) and is exceptionally
appealing.

Structure & Format

 Structure of the ad comprises of three main parts.

 Placement of title on the header of the ad

 On the footer there is brand name, logo, slogan etc

 Placement of Logo ‘A’ in a Islamic filigree fashion in left middle of the ad.

 Use of Green & White color represents Islamic feel as these colors are considered to
be divine.

 Use of Blue color for Logo A represents UBL’s logo blue color

 Use of Islamic filigree artwork on the green portion to represent that the brand deals
in Islamic products.

Source

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 Head Lions marketing agency are one of the market pioneers in ad making business, latest all
ads of UBL Ameen are designed by this group.

 Their vision is to raise the bar by drawing a line between creative sense & business sense,
walking over it, without crossing on either side and helping marketers understand it’s
potency.

MEDIUM
Placements

 Ads of UBL Ameen are placed in 8 leading newspapers and 4 Magazines.

 This particular ad is taken from Sunday Jang News Magazine Page 13.

 The add is placed on one full size magazine page.

Time/Date/Day

 Time from early in the morning.

 Date 14th March 2010

 Day Sunday

Costs

 Total 4.6 M on this ad campaign

CRITIQUE

Positive

 Offering Islamic Banking services and products through 900 branches of UBL. This is
a catching point for the individuals and business man who are reluctant for doing
banking with Islamic banks due to their small network.

 Offering wide range of Islamic products and services which can meets banking
demand of any customer which induce to bank with UBL Ameen.

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 The text of Ad start with “50 years of UBL’s successful banking performance” adding
customer’s confidence on UBL Ameen which give good mileage to this Ad and UBL
Ameen product.

Negative

 No telephone numbers or any dedicated line are giving in this Ad. If any customer
need any information, the only communications is available to go to the UBL web
which not possible for everyone.

 Within the 900 branches of UBL main cities are mentioned which are covering only 4
provinces. In this Ad city of province of Baluchistan is missing which is quite
surprising.

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