University:
Liberty University
Course:
BUSI 330 | Principles of Marketing
Academic year:

2024
Views:

397

Pages:

2
Author:

C. Collins

The advertising campaign As in industrial and commercial companies, the advertising campaign is based on four elements: - Determining the advertising budget; - Developing the message - The wording of the advertisement, - The choice of media and the calendar of advertising action. Advertising at the point of sale (POS) It is particularly appropriate to the internal structure of the bank because it has a network of counters, in the form of leaflets or brochures installed on displays, posters placed in the branches and must be harmonized with the collective campaign carried out on the products. The (POS) reaches the customer during their visit, where they are available to request additional information on the product or to become a user. Direct marketing More and more, companies want to communicate directly with their customers through personalized mailings or telephone calls. The customer is thus directly contacted and questioned about his financial situation, his needs, his projects, etc. Direct marketing uses either the bank's own customer file (...) or prospect files that specialized companies (data banks) can provide on request. The criteria for successful direct marketing: For the success of direct marketing, the company must obey three criteria commonly called "triangulation". This is presented as follows: The direct dominant culture: thinking about being a customer and therefore positioning yourself as a merchant. Openness to change: the company must constantly listen to the customer and its environment, therefore, it must practice innovation systematically. The unifying concept: the company's efforts must revolve around a single unifying concept. Despite the geographical distance between units, the company should not carry out a direct marketing campaign outside of this concept. Public Relations: It is all of the relationships and communications of a company towards its different audiences which are customers, suppliers, employees and the society in which the company is part. Like all institutional communication, public relations has the objective of creating a favorable climate, a current of sympathy both within the company (internal public: workers, etc.), and the different publics (customers, public authorities, etc.). What with In order to carry out its mission and disseminate information on the company, its activities, its products, with the aim of provoking relations in public opinion favorable to the company's activity, public relations uses by various means such as, relations with the press and this, through press releases, press conferences, telephone interviews. Also company visits and participation in commercial events such as trade shows and fairs, etc., add to this editorial advertising and end-of-year gifts. And to conclude this chapter, Whatever its nature, any external communication can only be effective if it is accompanied by both good internal communication and perfect coherence with other marketing actions to obtain a certain degree of 'efficiency.