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Effective management of communications as a part of banking services
- Authors: Mouzykant VL1, Lapshin IB1
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Affiliations:
- Peoples' Friendship University of Russia
- Issue: No 2 (2012)
- Pages: 106-113
- Section: ARTICLES
- URL: https://journals.rudn.ru/literary-criticism/article/view/4464
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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.
About the authors
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 RussiaКафедра массовых коммуникаций; Российский университет дружбы народов; Peoples' Friendship University of Russia
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