TV COMMERCIAL ANALYSIS

Outline Introduction

Brief information about the bank

Recent financial activities

TV commercial

Evaluation of the commercial

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.

Who We Are

Established: 1784

Founder: Alexander Hamilton

Headquarters: One Wall Street

Ticker Symbol: BK

Who We Are

$28.5 trillion assets under

custody and/or administration

$1.7 trillion assets

under management

100+ markets

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."

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."

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.

Values

Integrity

Respect

Personal Responsibility

Teamwork

Excellence

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.

Information Name: Bank of New York Mellon Rating/Ranking:

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

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

The TV Commercial

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.

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.

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.

Language English

Well-structured

The speaker: very clear sentences and easy to understand

The employees: clear and enthusiastic

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

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