OREANDA-NEWS. February 03, 2010. The Round Table, devoted to the issues of advertising in the bank retail, convoked heads of advertisement and marketing subdivisions of about 50 banks and commercial organizations and was held in the Conference Hall of the OJSC “Investtradebank”, reported the press-centre of ITB.
 
The Round Table participants had an opportunity to listen to the reports of Oxana Migitko - Senior Lawyer of the Legal Company “Pepelayev, Goltsblat and Partners”, Andrey Krylov - Managing Partner of the Living Eyes Consulting Agency, Dilyara Ibragimova - the National Agency for Financial Studies, Ekaterina Filurina - Profi Online Research Company.

Dilyara Ibragimova has informed the participants that, according to the NAFS’ research, in 2009 advertisement of the banks became more perceptible for the customers. If in 2007 33% of Russian people were at a loss to choose from the list of banks those, whose ad they had seen or heard within the recent three months, in 2009 the share of such people decreased to 15%.

In Andrey Krylov’s opinion, one of the key criteria for an efficient ad message is a precise focus on the brand and its positioning. The other and not less important criteria are: significance of the motive for the consumer, succession of the current and the previous messages and a bright way of implementation.

The Round Table materials have been placed on the website www.interbankclub.com