Optimizing advertising costs of the banking services


  • IM Pistunov Украина


One of the key elements of market infrastructure has a decisive influence on the economic development of any country, serving the banking system. Reforming the economic system of Ukraine is impossible without the existence and sustainable development of the financial sector, where a significant role of commercial banks. This is because it is the commercial banks in the market is one of the most important elements of the economic structure for the organization of cash and capital resources. With the consolidation trend of economic growth in our country, the question of effective implementation of banks entrusted to them in a market economy functions become more significant. Particular weight they gain in terms of sharpening the competitive relationship in the Ukrainian banking market. The limited sources of resource base and secure areas of capital investment requires banks to new approaches to financial intermediation to ensure compliance with the requirements of services market. One of these areas is ongoing promotional activities of banks with their coverage of the services. When working in this area need to invest in advertising with the greatest efficiency, which requires the development of a system of feedback with the specialists of the bank, who have their own opinion on the effectiveness of different types of advertising. Then, because of expert opinion may be of the best areas to invest in advertising with the greatest efficiency. It was a problem to the management of the commercial bank "Concord" city Dnieper, Ukraine. The management of the bank has been allocated 10,000 UAH for a new advertising campaign. Employees of the bank and its customers asking questions with a request to name the most effective, in their view, form submission on where – / rank expert answers, d – number of experts, m - number criteria. Check the unanimity of responses was conducted of the (1) for parameters d=5, m=28. After calculation received value W = 0,745095785. Eligibility questionnaire allows us to find the average score of the effectiveness of each type of advertising campaign results are presented in Table. 1.


Voronov VA Churikanova AU, Non-parametric statistical methods in economics / – D. National Mining University, 2008. – 63 p.




How to Cite

Pistunov, I. (2017). Optimizing advertising costs of the banking services. Pridneprovskiy Scientific Bulletin, 36(500). Retrieved from http://www.rusnauka.com/index.php/rusnauka/article/view/16240