The role of advertising in the formation of modern image of bank

Abstract

The theoretical and practical foundations of the advertising process of banks are analyzed in the article. The concept of "banking advertisement" and its types (advertisement of banking products, bank itself and advertisement of needs) is defined. It is determined that domestic banks substantially pay attention to advertisement of their services, and only then directly of the bank and formation of future needs. It is determined how advertisement affects the image of bank. The structure of costs and forms of advertising costs in the banking business are investigated. It is also investigated the features of anti-crisis advertising of banks, in particular, it is shown that today banks are not only trying to keep their own country's defence, but also offer special product programs that allow people to engage in this process. It is proved that a successful banking advertising - is always an integrated solution of several interrelated tasks: creation of the image and information about banking products, attraction of new customers and creation of a positive image in the eyes of the public, simultaneous display of stability and dynamics.