Optimization of the bank income and advertising expenses of deposits

Kerekesha Olga
Associate Professor, Odessa National Economic University, E-mail:olik_k@ukr.net

Piddubna Viktоriia
meanager, Bank «Pivdenniy», E-mail:poddubnaya.vika@gmail.com

Cite this article:

Kerekesha O., Piddubna V., (2015) Optimization of the bank income and advertising expenses of deposits. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 12(232), pp. 97-108.

Abstract

The relevance of researching costs spent on online advertising as an important institutional factor in ensuring the competitiveness of banks in the new economic conditions, is justified by strengthening of the role of such advertising in the marketing communications caused by its benefits, the possibility of rapid replacement of the content of advertising messages, a focus on well-defined target group, combined optical and acoustic forms of information, two-way communication between the advertiser and the consumer. The author studied how various types of advertising tools orient customers on a service, influence the promotion of banking products, and in the sphere of accounting and control over advertising expenditures- the structure of costs, depending on the period of life of a promotional tool in the banking market has been studied.

Keywords

Information technology, marketing communications, advertising, income, promotion of bank products.

JEL classification: G21

UD classification: 336.717.22:659.1

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