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Evaluating Effectiveness of Bank Advertising in （评估银行广告的有效性）.pdf

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Evaluating Effectiveness of Bank Advertising in （评估银行广告的有效性）

World Applied Sciences Journal 18 (Special Issue of Economics): 83-90, 2012 ISSN 1818-4952 © IDOSI Publications, 2012 DOI: 10.5829/idosi.wasj.2012.18.120013 Evaluating Effectiveness of Bank Advertising in the Internet: Theory and Practice 1,2 3 Denis A. Shakhov and Anna A. Panasenko 1OOO “Rostra”, Mozhaiskoe shosse 71, 143000 Odintzovo, Moscow Region, Russia 2Tula State University, pr. Lenina 92, 300012 Tula, Russia 2Makeevka Economic, Humanitarian Institute, ul. Ostrovskogo 16, 86157 Makeevka, Ukraine Abstract: In the article the problem of evaluation of bank advertising effectiveness in the Internet is investigated both theoretically and practically and the conceptual framework of online advertising is analyzed with the use of different advertising methods. In particular, the work mostly focuses on the analysis of “traditional” advertising methods (banners, text message advertising, etc.). Special attention is given to the economic and psychological effectiveness of advertising. Various methods and approaches to evaluation of advertising effectiveness are considered, their advantages and disadvantages are identified and possibilities of their adaptation and usage in financial sphere are ascertained. The database components that serve to determine economic efficiency of advertising are determined. The applied tools for evaluation of effectiveness of online advertising of banking products and services are examined. Practical recommendations for improvement of the mechanism for evalu