Wells Fargo Retail Services
Effectively Advertising Financing Video

A key ingredient to building a successful financing program is to talk about it early and often.

And when you integrate consistent financing messages into all of your advertising channels, you can use the power of advertising to help drive traffic to your business and inform consumers that financing is an option when they choose YOUR product or service.

Advertising is a great way to let your customers know that you offer financing.

And in doing so, it's important that your advertisement is compliant by disclosing all necessary information for the customer to make an informed decision.

Requirements around compliant advertising isn't something that's unique to Wells Fargo.

All lenders are required to ensure that they are meeting federal requirements around disclosures. As a retailer offering our financing program, those requirements are also extended to you.

Fair and Responsible Lending applies to all of us and we have a shared responsibility to comply with both the spirit and letter of the law.

That's why we created the Advertising Guidelines reference guide.

It's a helpful tool that provides immediate access to everything you need to know when creating your ad promoting a Wells Fargo financing program.

Advertising guidelines are subject to change, so please check the Online Resource Center at wellsfargo.com/retailservices when designing your advertising to make sure you are using the current version of this document.

Inside this guide you will find information on the special financing requirements for each plan type.

This includes the No Interest if Paid in Full, zero percent APR, and Special Reduced Rate plans.

The guide also provides information by advertising channel. Whether your choice of advertisement is print, digital or broadcast; you'll find the answer to your question in this guide.

Some choose a simple approach to advertising financing by using general references to financing, without defining plan details.

For example, a simple advertisement may include a headline such as "Buy now, pay over time" or "Special financing for 12 months" with a short disclosure stating that financing is "subject to credit approval" and a call to action such as "Ask for details."

This simple approach is a great solution for when you have space limitations, like a sales button or web banner, or in situations where the media channel doesn't allow trigger term advertising, such as billboard or social media.

Others choose to advertise using more detailed plan information, like the APR or monthly payment amount.

We call these "trigger terms" because they prompt more disclosure information when they're used to promote financing programs.

The Advertising Guidelines will help you design your ad by providing the required information for each plan type from the simplest of advertisements to the most complex.

Let's take a look at a few examples.

First, let's focus on our No Interest if Paid in Full promotion.

This is a deferred interest plan. Interest accrues on the promotional purchase at the regular APR for Purchases. Interest will not be charged if the purchase is paid in full within the promotional period.

Minimum monthly payments are required; however, paying only the minimum payment each month will not pay off the purchase balance within the promotional period.

To avoid interest charges, the customer must either pay more than the minimum monthly payment or make a lump sum payment(s) before the end of the promotional period.

As shown in this model ad, this promotion requires a headline, subhead, and disclosure to help you explain this promotion to your customer. The entire headline must be in the same font size, type, and style.

Place your subhead immediately next to or below the headline. Be sure to include a footnote marker, such as an asterisk, at the end of the subhead that matches your disclosure.

Your disclosure font size should be featured in a minimum of 8-points for print. And for digital media the minimum is 10-points which translates to 13.4 pixels.

Next, we'll take a closer look at our zero percent APR promotion.

With this plan, customers make equal monthly payments over a specified time period.

The zero percent APR continues to apply until the qualifying purchases are paid in full.

You have some headline options with this promotion, but it is important to remember to refer to this plan as either zero percent APR or No Interest AND state the length of time to repay.

For this plan, we'll add the footnote marker at the end of the headline to tie to the disclosure.

And lastly, our Special (Reduced) Rate plans. With these plans, customers make monthly payments with a Special Rate over a specified time period.

That same Special Rate continues to apply until the qualifying purchases are paid in full. These plans vary by program and can be available as regular, equal, or custom payments.

Check your Price Sheet to make sure you are selecting the right set of headline options and disclosures from our Advertising Guidelines.

By advertising the details of your credit card program accurately and clearly, it helps customers understand the credit costs and terms you're offering.

This helps build trust and create a positive customer experience with your business and ours.

This was a quick overview on how to build an ad containing financing.

Whether you're building a simple or a more detailed advertisement, remember that the Advertising Guidelines are always available for reference.

To view the Advertising Guidelines sign on to the Online Resource Center at wellsfargo.com/retailservices.