【正文】 t midway between New York and Albany. The TV ads as well as online videos consist of interviews with mercial customers discussing some of their financial concerns and pointing out some of the advantages they experienced by working with Ulster Savings. An ad agency did the bined shoot. The customers were enthusiastic about being selected for the video profiles. They loved it, Harkin says. They got advertising time that they probably would never have been able to afford on their own. An added advantage to customers is the viral effect produced by them telling all of their customers and friends about the video. Many of the customers put links on their own Web sites as well. In fact, other smallbusinesses that were not selected in the first round started ing forward and volunteering to appear in future videos. Harkins suggests that banks think out their video strategy ahead of time so that they can schedule a bined three or fourday shoot. It seems like you are paying a lot of money upfront, but if you coordinate it right you can really stretch out those dollars over an entire year or more. 5 本科畢業(yè)論文外文翻譯 外文題目： Online Video Grows and Open eyes 出 處： ABA Bank Marketing 作 者： Walt Albro 譯 文： 在線視頻的增長開闊了眼界 一、 背景 在過去，視頻僅限于電視廣告營銷，許多社區(qū)銀行都不愿意做，因?yàn)槌杀靖吆筒皇煜っ浇?。Magazine39。s Web site, . Despite the expense of TV advertising, Foster says the mercials fit in with the bank39。s lighthearted, funloving culture. It was felt that the cartoon character, Bob, who is the video narrator, could be used again in future promotions. For the last 12 months, Chesapeake Bank has also been posting a video of its president and CEO talking about the institution39。s surge of video interest is not for broadcast or cable TV. It39。s Web site has taken on importance— and the inclusion of online video has proved to be an effective new munications channel. Since farmers live in remote areas, it is often more convenient to them to use online banking. Rural Iowans have e to accept online banking as a vital part of their lives, says Knock. Iowa State Savings has offered the service for a number of years and the customer adaptation rate is above the national average. Although the institution cut ber of print ads and eliminating outdoor advertising altogether— Iowa State continued to upgrade and add new features to its Web site. The institution added online video about 18 months ago. Having seen what some financial institutions had done in terms of teaching financial literacy to children. Knock decided to generate an online video on the topic. At the same time, she added a video clip of the bank president reassuring customers about the bank39。High tech, high touch39。 Business info Like many banks recently. Citizens National has cut back on its print advertising. Instead, it is diverting the money into online channels and broadcast and cable TV. We are a big proponent of TV for branding purposes, says Scott. About two years ago, the mercial bank started a monthly video magazine of smallbusiness topics. The videos, which range from 3 to 5 minutes, are posted on the bank39。為了生產(chǎn)這些影片，一些營銷人員在做自己的拍攝，其他人則聘請外部結(jié)構(gòu)。一些銀行，比如經(jīng)常宣傳他們的總體或者行政總裁有關(guān)該機(jī)構(gòu)的安全穩(wěn)健性或者嫉妒盈利情況。這是目標(biāo)，切薩皮克銀行決定，自該機(jī)構(gòu)是一個宣傳視頻可能是最好的方 式做到在市場上提供這種服務(wù)的第一社區(qū)銀行。但是該銀行認(rèn)為，漫畫對于目標(biāo)觀眾是比較適合的，并與銀行的輕松有趣的文化對齊。因此今天，小城鎮(zhèn)的銀行的 Web 網(wǎng)站采取的重要性，并加入了在線視頻已經(jīng)被證明是一種有效