The following questions are based on an ad campaign run by HSBC Bank (a multi-national bank with significant presence in India). Please check three ads which are a part of this campaign.

(a) Which customer segment is the following ad addressing? Please make your answer specific by mentioning their demographic and psychographic profiles. [3] (b) What is the ad message? Comment on the relevance of the ad message for the customer segment. [6] (c) Disuss the ad in the light of the AIDA (Awareness, Interest, Desire and Action) model of communication. [6]

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