Not all banks helps advertising - a study

Promotional activity increases the knowledge of the banks, but does not always lead to an influx of customers. This study showed the market for banking services for individuals, conducted by GfK Ukraine poll conducted in the fourth quarter of last year, showed that the best people know Privatbank, Oschadbank and Raiffeisen Bank Aval. Without prompting, these banks were able to name 80%, 63%, 61% of respondents, respectively. Fourth place holds Nadra Bank (24% of respondents), but the level of knowledge of the bank continues to decline. During the study period, and improved knowledge of the banks with a clue. As reported by GfK Ukraine, for UkrSibbank, Raiffeisen Bank Aval is mainly due to an increase in advertising activity for Privat, Delta Bank, partly UkrSibbank - with an active credit in retail outlets (online sales of equipment). "For most of the banks participating in the study, the recovery of advertising activity has led to increased levels of brand awareness. However, only some of them - to improve the attractiveness of the brand and acquire customers. This may indicate a need for more qualitative approach to advertising pre-testing ", - says Dmitry Yablonovskii, head of financial research GfK Ukraine. At the end of the year most of the respondents used the services Oschadbanka (41,7%) and Privat (35,7%). To clients of Raiffeisen Bank Aval has 12,2% of the respondents. Sociologists are evaluated and an indicator such as the potential of the bank - the number of respondents who consider it attractive, but the services do not enjoy. At the end of 2010 the most potential were Privatbank (7,3%) and Raiffeisen Bank Aval (7,2%). Simultaneously, in the fourth quarter of 2010 increased the level of attractiveness of Alfa Bank and Delta Bank. The sample survey of 1000 respondents each month. She is representative of the Ukrainian population over 16 years by sex, age, region of residence and size of the settlement. The survey was conducted using personal interviews.