BlackRock’s ad campaign appeals to thinkers

BlackRock is running an eye-catching ad campaign. You can’t miss it if you read publications such as The Wall Street Journal or The New York Times.

Ad appeals to the analytical

The ad campaign takes an analytical rather than an emotional approach to appealing to readers. It basically says, “you’ve got an investment problem, we’ve got an answer.” The problem is defined in terms of yields, volatility, and confidence.

This befits an asset manager that has “embraced a new standard of analytical rigor,” as stated in the firm’s ad in the March 15, 2012 Wall Street Journal (all references below are to this ad because it’s the one I saved). It’s also good for reaching financial advisors and institutional investors who favor the analytical.

Emotions sneak in

There’s a bit of an emotional appeal in this BlackRock ad. The fourth line in the headline says “Confidence is scarce.” This may attract the attention of readers who worry about their financial future.

There’s more text that appeals to emotions. “So what do I do with my money?” is a question that evokes anxiety. The next block of the ad ties this question to widely held concerns including

• When will I be able to retire?
• Will I be able to pay for my children’s education?
• Will I outlive my savings?

However, these questions aren’t in large type, so a casual viewer may miss them.

Still, this ad stands out from the crowd of ads that use hackneyed images of happy families and retirees. The graphics don’t look like anything I remember seeing.

Your opinion?

What do YOU think of this ad? I’d like to hear your opinions.

If you didn’t catch the ads, check out BlackRock’s Investing for a New World website that’s tied to the ad campaign. If you’d like to learn more about the firm’s strategy, see BlackRock’s press release about its new initiative.