Effective management of communications as a part of banking services

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Abstract


This article deals with the problem of effective management of communications as a part of banking services and its influence on effective contemporary advertising campaigns. The main goal of ATL and BTL advertising in banking activities is to maintain proper relations with the customer. The language of bank commercials has some peculiarities in constructions as well, and selling of Bank products is considered in the article as an important tool of communication dialogue between sender and receiver of the advertising message.

V L Mouzykant

Peoples' Friendship University of Russia

Email: vmouzyka@mail.ru <mailto:vmouzyka@mail.ru>
Кафедра массовых коммуникаций; Российский университет дружбы народов; Peoples' Friendship University of Russia

I B Lapshin

Peoples' Friendship University of Russia

Кафедра массовых коммуникаций; Российский университет дружбы народов; Peoples' Friendship University of Russia

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Copyright (c) 2012 Музыкант В.Л., Лапшин И.Б.

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