Changing scenario in banking communication

8/7/2019 Changing scenario in banking communication

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Presented

ARPITA

REENA

NEELAM

DEEPANNITA

NANDA KUMAR


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Advertising

Fun

Hard work

DeceptiveCreative

InnovationAggressive


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Advertising theory

Persuasive Non-personal

Paid form ofcommunication Mass media

Large audience


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Captureattention

Arouse andhold interest

Make useful ,lasting

impression


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some commercials succeeded

at being memorable withoutmanaging to persuade theviewers ,while others arepersuasive without beingmemorable


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1.Credibility

2.

Attractiveness3.message appeal(rational ,emotional or comparative)


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1. Awareness2.Create interest

3.Create positive feelings aboutthe product/preference

4.

Conviction5.Purchase


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1)globalization and

competition2)brand image3)profit maximization

4)capture the market share5) Create new customer


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6)retain the existing loyal

customers7)changing lifestyle ofcostumers


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What consumers need?

Transparency Information Understanding


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1. Direct mailing

2.

Mass media3. Referral services4. Celebrity endorsement

5.

Online marketing


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6.Mobile services

7.

Sponsoring events8.Key networking branches9. Sales promotion

10.Making publicrelationship


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1)Offering a large number of

product and services.

2)Creating awarenessamong consumers

3)flexibility4) Segmentation


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5) personalization6

)Understanding thecustomer and making thecustomer to understand


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1.How consumers think, feel,reason, and

select between different alternatives(e.g., brands, products, andretailers).

2.How the consumer is influencedby his or her environment (e.g.,culture, family, signs, media).


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3.The behavior of consumers whilemaking marketing decisions.

4. Limitations in consumer knowledgeor information processing abilities

influence decisions and marketingoutcome.


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1)Mass Media Advertising:TV ADS, PRINT ADS, ONLINE POPUPS.. ETC,

2)Themes and appeals :

sbi with you all the way

icici bank-hum hai naidbi-banking for all

-


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Hsbc- worlds local bank

Union bank of India - Because your dreams are

not only your yours

3)customization of service :To deal withparticular scheme, special counters.


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4)SEGMENTATION:Retirement policy , Senior citizenship facility,Student accounts ,Accounts with features,

Online money transfer, various personal loans,Attractive interest rates, etc.

5)AVAILABILITY OF SERVICES: Atms ,

Branches, Service availability, Price factor,working time.


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BANKS CAN MAKE CUSTOMERS MOREVALUED BY AND BETTER APPRECIATED,BYIMPROVING THE COMMUNICATION.

CAUSE IT IS NOT ALWAYSWHAT YOUSAY, BUT THEWAY YOU SAY IT..


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Changing scenario in banking communication

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