CHANGING

SCENARIO IN
BANKING
COMMUNICATI
ON
Presented
ARPITA
REENA
NEELAM
DEEPANNITA
NANDA KUMAR
ADVERTISING

Hard work
Fun

Creative Advertising Deceptive

Innovation
Aggressive
ADVERTISING

Persuasive Non-personal

Paid form of Advertising theory

communication Mass media

Large audience
OBJECTIVES

Capture Arouse and Make useful ,

attention hold interest lasting impression
COMMUNICATION

some commercials succeeded

at being memorable without
managing to persuade the
viewers ,while others are
persuasive without being
memorable
COMMUNICATION

1.Credibility
2.Attractiveness
3.message appeal(rational ,
emotional or comparative)
OBJECTIVES
1. Awareness
2.Create interest
3.Create positive feelings
about the product/preference
4. Conviction
5.Purchase
WHY THERE IS A CHANGE IN
BANKING SECTOR

1)globalization and
competition
2)brand image
3)profit maximization
4)capture the market share
5) Create new customer
CONT..

6)retain the existing loyal

customers
7)changing lifestyle of
costumers
BETTER COMMUNICATION OF COURSE!!!

What consumers need?

Transparency Information Understanding

STRATEGIES USED BY BANKS
FOR COMMUNICATION?

1. Direct mailing
2.Mass media
3. Referral services
4. Celebrity endorsement
5. Online marketing
CONT…

6.Mobile services
7. Sponsoring events
8.Key networking branches
9. Sales promotion
10.Making public
relationship
HOW BANKS ARE CHANGING

1)Offering a large number of

product and services.
2)Creating awareness among
consumers
3)flexibility
4) Segmentation
CONT…

5) personalization
6)Understanding the
customer and making the
customer to understand
CONSUMER BUYING BEHAVIOR
1.How consumers think, feel,
reason, and
select between different alternatives
(e.g., brands, products, and
retailers).

2.How the consumer is influenced

by his or her environment (e.g.,
culture, family, signs, media).
CONT…

3.The behavior of consumers while

making marketing decisions.

4. Limitations in consumer knowledge

or information processing abilities
influence decisions and marketing
outcome.
CONT…
5.How consumer motivation and
decision strategies differ between
products that differ in their level of
importance or interest that they entail
for the consumer.

6. How marketers can adapt and

improve their marketing campaigns and
marketing strategies to more effectively
reach the consumer.
IDEAS TO CONNECT WITH
CONSUMERS

1)Mass Media Advertising:

TV ADS, PRINT ADS, ONLINE POP UPS..
ETC,

2)Themes and appeals :

sbi –with you all the way
icici bank-hum hai na
idbi-banking for all

-
CONT…
Hsbc- world’s local bank

Union bank of India - Because your dreams are

not only your yours

3)customization of service :To deal with

particular scheme, special counters.
CONT…
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.
CONCLUSION
BANKS CAN MAKE CUSTOMERS MORE
VALUED BY AND BETTER
APPRECIATED,BY IMPROVING THE
COMMUNICATION.  
CAUSE IT IS NOT ALWAYS WHAT YOU
SAY, BUT THE WAY YOU SAY IT..
ADS
ADS
ADS
ADS
THANK YOU