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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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