2. 1 Executive Summary 2 Analysis of AWBs Articles 3 AWB Vs. Competitors Articles 4 AWB Print Media Advertisements VS. Competitors 5 Evaluation of AWB Articles 2

3. This report provides some analysis to the articles and advertisements that were released through print media in Egypt from 01/11/2012 till 30/11/2012 for AWB, Citibank, Barclayss Bank and BNP Paribas. While Al Watany Bank of Egypt has total of 48 clippings and 6 advertisements, 81 clippings and 14 advertisements were released for the selected competitor banks. Newspapers dominated the majority of print media coverage for the selected banks with an overall 91.9% while magazines published 8.1% in the Egyptian market. According to PARCs National Print Media Readership Survey (2011), Al Masry Al Youm reached to 9.57% and Al Ahram newspaper reached to 9.42% form the total adult population in Egypt. While according to the same study, Al Alam Al Youm and Al Borsa daily, that published 26% of AWB articles, reached to only 0.04% from the total population in Egypt. 3

4. The advertising value is calculated by measuring the article size and comparing it to the equivalent size if an adv. was purchased in the publication. While the total advertising value for Al Watany Bank of Egypt & the selected brands is US$ 378,126, the actual advertisements spend is 181.16 thousand USD. Although AWB has the highest frequency of articles with the largest photo size compared to its competitors, the adv. value of AWB articles comes in the 2 nd place after BNP Paribas with 30% and 33% respectively. While Barclays bank has the highest actual advertising spend with total of 140.22 thousand USD, AWB released 6 advertisements only with total of 12.66 thousand USD. News in Arabic language dominated the majority of articles with 98% while English was only 2%. 4

6. Total: 48 Articles As an overview on the AWB articles, almost 50% of its articles were released in the second week of Nov. with 23 articles in Newspapers and just 1 in magazine. The first and third weeks have the same number of articles (8 articles each). Out of the total 48 articles mentioning AWB in Nov. 202:- 98% of AWB articles were in Arabic, while only 1 article was published in English during Nov.2012. 96% of AWB articles were published in Newspapers 6

7. Several vehicles mentioned AWB in Nov. 2012, but Al Alam Al Youm and Al Borsa Daily published 26% of AWB articles, they are considered the main daily newspapers that wrote about the AWB. MediaCountMedia Type Al Alam Al Youm7 Daily Newspaper Al Borsa Daily5 Daily Newspaper Almal Daily4 Daily Newspaper Al Ektesadia3 Weekly Newspaper Al Mal3 Weekly Newspaper Alam Almal3 Weekly Newspaper Al Ahram Daily2 Daily Newspaper Al Horya W.adal2 Daily Newspaper Al Youm Alsab'a2 Weekly Newspaper Alalam Alyoum Wk2 Weekly Newspaper Others15- Total: 48 Articles 7

9. Out of 129 articles published in Nov. 2012 that are related to AWB and its 3 main competitors, 123 were in Arabic language and 6 were in English. Newspapers published 120 articles while magazines published the remaining 9 articles. Media TypeArabicEnglish Newspaper1155 Magazine81 Total: 129 Article(s) 9

10. As an overview on the frequency of AWB vs. its competitors: AWBs share was 37% of the total 129 articles. Barclays Bank shared with 30% published articles in Nov.2012, followed by BNP Paribas (25%). Citibank had the least number of articles (10) within the same month. 10

11. During Nov., the articles related to the four analyzed banks that had photos attached to them were more than the articles without photos (59% to 41% respectively). 67% of the articles mentioning AWB included photos while for BNP Paribas, the percentage was 56%. 11

12. The total size of AWB articles photos was 374 cm*column & this was the largest total photo size compared to others. Citibank photo size was less than half that of AWB photo size. BrandsPhoto Size (cm*column) AWB374 Barclays Bank295 BNP Paribas228 Citibank136 12

13. As shown in the above graph: The 2 nd week had the highest number of articles followed by the 4 th week, 47 & 35 respectively. AWBs peak publishing period was in the second week of Nov. (24 articles) while Barclayss peak period was in the fourth week (16 articles). 13

14. The Space Unit is a standard unit that measures the adv. value of the articles compared to all advertisements space released through print media within a certain period. N.B.:- Newspaper adv. Space unit is (half page) while magazines (one page). AWB 48 articles contribute with a space of 22.85 space unit. 14

15. Total: 129 Article(s) Although BNP Paribas has 7 articles less than Barclays, BNP Paribas covered 18.65 space units compared to 17.21 for Barclays Bank out of the total space of AWB the selected 3 main competitors. Citibanks articles had the least number of articles (10 articles) with 6.12 space units. 15

16. BrandAD Values (US $)Percentage AWB11483030% Barclays Bank10152327% BNP Paribas12305733% Citibank3871610% Total378126100% Total: 129 Article(s) While AWB has the highest frequency of articles and the largest photo size compared to its competitors, the adv. value of AWB comes in the 2 nd place after BNP Paribas with 30% and 33% respectively. This could be referred to the publishing of BNP Paribas articles publications with higher rate cards than those of AWB Total: 129 Article(s) 16

17. 17

18. While Barclays Bank has the most advertising spend with total of 140.22 thousand USD for 12 adv., they split their advertisements campaign across 9 different media types. AWB released 6 adv. only through 3 daily newspapers in Nov.2012 with the rate card value of 28.27 thousand USD. 18

19. As we previously mentioned, there were 24 articles mentioning AWB in the second week of Nov., 14 articles were about the trial of Mubaraks sons and the stock market manipulations plus other 10 financial and economic articles in different media types. The following articles evaluation is based on PARC Analysis Teams point of view. However, AWB can change the evaluation of each article using our Newslog software to match its own point of view. N.B.: The coming slides will preset all articles that mentioned AWB articles from 8 th -15 th of Nov. as 50% of the articles were released at that time. The colored titles represent the following: Red= Negative article Green= Positive Blue= Neutral 19

20. In the 2 nd week of Nov. 2012 (8 th -15 th) there were 18 neutral articles, 4 positive and 2 negative articles. Regarding the neutral articles some of them were published through newspapers like; Al Ahram, Al Masry Al Youm whose readership rates are above 9% of the adult total population in Egypt. Both the 4 positive articles and the 2 negative articles were published through different publications with readership rates less than 1% of the adult total population in Egypt. 20 Newspapers & Magazines Neutral Al Borsa DailyAl Masry Al YoumAl Akhbar Daily Al ShababEl Dustour DailyAl Wafd Daily Al Alam Al Youm (2 articles) Al Horia WAl- Adala (2 articles) El Msaeya Al MissaAl Ahram DailyAlmal Daily Al GomhouriaAl Youm Alsab'aAl Ektesadia Al Tahrir Positive Al Borsa Daily Alalam Alyoum Al Ektesadia Almal Daily Negative Al Wafd Wkly Al Mal

21. November..courts And Lawsuits Month. Subject General NewsCatagorial Hierarchy Banks, Al Watani Egyp.b Country EgyptPage Details, Page and Photosize LOCAL NEWS, 0012014X03 Media Al Shabab (Circulation : 239,401) Arabic MMAG Size Position and Color 004X01, TOP-LEFT, FULL Date November IssueAdv. Value: $ 785

22. A Cheque-book Revels Threads of The Biggest Money Laundering Case After Revolution Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0003010X04 Media Al Wafd Wkly (Circulation : 300,000) Arabic WNWP Size Position and Color 005X01, CENTER-RIGHT, FULL Date 15/11/2012Adv. Value: $ 1,866

23. Al Watany Bank of Egypt Earned 228.4 Million Pounds Till Third Quarter Of 2012. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0003004X08 Media Al Borsa Daly (Circulation : 50,000) Arabic DNWP Size Position and Color, TOP-FULL, FULL Date 14/11/2012Adv. Value: $ 281

24. Al Watany Bank of Egypt. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0003041X08 Media Al Borsa Daly (Circulation : 50,000) Arabic DNWP Size Position and Color, BOTTOM-FULL, FULL Date 14/11/2012Adv. Value: $ 2,883

25. Suspending The Trial of Mubaraks Sons In The Stock Market Manipulation Case to 8 th of December. Subject TechnologyCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0001005X04 Media Alalam Alyoum (Circulation : 149,120) Arabic DNWP Size Position and Color, CENTER-MIDDLE, FULL Date 13/11/2012Adv. Value: $ 703

26. Alaa Mubarak Anxious In the Prison… Gamal Talks With The Accused People Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0011017X06 Media Al Missa (Circulation : 350,000) Arabic DNWP Size Position and Color 004X02, TOP-MIDDLE, FULL Date 13/11/2012Adv. Value: $ 5,531

27. Stock Markets Case: Experts Report Suspends The Trial of Alaa,Gamal Mubarak And 6 Other council Former members to 8 th of December. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0012012X05 Media Al Gomhouria (Circulation : 600,000) Arabic DNWP Size Position and Color 004X02, CENTER-RIGHT, FULL Date 13/11/2012Adv. Value: $ 4,937

28. The Supervision Asks For Three-month Grace Period to Prepare The Stock Market Manipulation Reports Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0013014X04 Media Al Tahrir (Circulation : 5,000) Arabic DNWP Size Position and Color 006X02, TOP-RIGHT, FULL Date 13/11/2012Adv. Value: $ 607

29. A List of New Accused People In The Stock Market Case, Al-Deeb Requests Alaa And Gamal Release Subject Economic/financial NCatagorial Hierarchy Banks, AWB Country EgyptPage Details, Page and Photosize CRIME, 0015017X05 Media Al Masry Al Youm (Circulation : 100,000) Arabic DNWP Size Position and Color 008X03, TOP-RIGHT, FULL Date 13/11/2012Adv. Value: $ 3,815

30. Delay in Mubarak Sons Trial of Stock Market Manipulations to 8 th of December. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0003008X03 Media El Dustour Daily (Circulation : 10,000) Arabic DNWP Size Position and Color, BOTTOM-MIDDLE, FULL Date 13/11/2012Adv. Value: $ 449

31. Delay in Mubarak Sons Trial of Stock Market Manipulations to 8 th of December. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0003011X02 Media Al Horya W.adal (Circulation : 1,000) Arabic DNWP Size Position and Color 004X01, CENTER-LEFT, FULL Date 13/11/2012Adv. Value: $ 411

32. Defense Attorney Requests Alaa And Gamal Mubaraks Release. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0004010X03 Media Al Ahram Daily (Circulation : 127,900) Arabic DNWP Size Position and Color, CENTER-LEFT, FULL Date 13/11/2012Adv. Value: $ 2,693

33. The Civil Attorney of Stock Market Manipulation Requests Judgment For Mubaraks Sons In Other Lawsuits Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0004013X03 Media Al Youm Alsab'a (Circulation : 45,000) Arabic WNWP Size Position and Color 007X01, BOTTOM-LEFT, FULL Date 13/11/2012Adv. Value: $ 1,619

34. National Bank of Development Signs Agreement With Standard Chartered. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0005012X01 Media Alalam Alyoum (Circulation : 149,120) Arabic DNWP Size Position and Color, TOP-LEFT, FULL Date 13/11/2012Adv. Value: $ 422

35. Delay in Mubarak Sons Trial of Stock Market Manipulations to 8 th of December. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0005012X02 Media Alalam Alyoum (Circulation : 149,120) Arabic DNWP Size Position and Color, CENTER-MIDDLE, FULL Date 13/11/2012Adv. Value: $ 844

36. Delay in Mubarak Sons Trial of Stock Market Manipulations to 8 th of December. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0007018X03 Media Al Akhbar Daily (Circulation : 500,000) Arabic DNWP Size Position and Color 004X03, CENTER-LEFT, FULL Date 13/11/2012Adv. Value: $ 4,847

37. Technical Committee Report Suspends The Case Of Manipulation In Stock Market To The Session Of 8 Of December. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size CRIME, 0007013X04 Media Al Wafd Daily (Circulation : 300,000) Arabic DNWP Size Position and Color 005X02, CENTER-LEFT, FULL Date 13/11/2012Adv. Value: $ 2,185

38. Delay in Mubarak Sons Trial of Stock Market Manipulations to 8 th of December. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0009015X04 Media El Msaeya (Circulation : 8,000) Arabic DNWP Size Position and Color 006X01, CENTER-MIDDLE, FULL Date 13/11/2012Adv. Value: $ 3,857

39. Controversy About Inaugurating New Investment Funds for Fixed Income. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0002001X01 Media Almal Daily (Circulation : 20,000) Arabic DNWP Size Position and Color 005X03, TOP-MIDDLE, FULL Date 12/11/2012Adv. Value: $ 26

40. News Room. Subject Education StatisticsCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size LOCAL NEWS, 0004024X08 Media Al Horya W.adal (Circulation : 1,000) Arabic DNWP Size Position and Color 006X02, BOTTOM- MIDDLE, FULL Date 12/11/2012Adv. Value: $ 3,590

41. ORYX Amended Strategy Focuses on The Largest Medium-sized Companies for the Next Year Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0013051X08 Media Al Mal (Circulation : 20,000) Arabic WNWP Size Position and Color 009X04, FULL PAGE, FULL Date 11/11/2012Adv. Value: $ 6,015

42. Fund Of Egypt The Future Achieves First Place Among 22 Countries Of Open Shares Funds. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0004009X03 Media Al Ektesadia (Circulation : 81,888) Arabic WNWP Size Position and Color, BOTTOM-LEFT, FULL Date 11/11/2012Adv. Value: $ 328

43. Announcing The Reconciliation With Investors Causes The Crisis Among Economic Circles. Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0006032X04 Media Al Ektesadia (Circulation : 81,888) Arabic WNWP Size Position and Color 004X01, RIGHT -FULL, FULL Date 11/11/2012Ad. Value: $ 2,034

44. The International Report Considers Egypt In The Middle level With An Indicator To Easy Getting The Credit Subject Economic/financial NCategorical Hierarchy Banks, AWB Country EgyptPage Details, Page and Photo size BUSINESS & FINANCE, 0002017X06 Media Almal Daily (Circulation : 20,000) Arabic DNWP Size Position and Color 005X01, BOTTOM- MIDDLE, FULL Date 08/11/2012Adv. Value: $ 2,670

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