Vladislav Savinkov
Bank Trust, Administration Head of communication marketing
The geography of locating depends on the aims of the company, but in general, in cities with over a million of population, traditionally more advertizing is given. In connection with the increase of the cost of TV and out of door advertizing, the banking advertizing gradually shifts into the internet and mobile applications. Changes in legislation essentially abridged the volume of advertizing spaces and increased the costs of their installation. Leading players - the ones with state ownership who, act as the main customers of such advertizing, may probably afford costly placement.
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Denis Shlichkov
Commercial bank MIA, Head of PR and Advertising Department
It is obvious that business stretches out to areas where there is money. That is why while implementing advertizing campaigns first of all the general level of population’s income and the economic development of the region or the city are considered. There is no sense in spending millions on advertizing in a city with the population of a hundred or even two hundred thousand people with an average per capita of 15000-20000 rubles. Kind of expenditures will never be repaid. That is why despite the fact that in major cities the competition is much higher and to become notable in the “crowd” is much difficult, particularly there the lion’s share of advertizing budgets settle. And that’s a normal practice, since the advertisement is made not for the sake of being hung somewhere, but for the purpose of their proposed offer to be noticed and used by the maximum quantity of customers.
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Maria Burak
Home Credit Bank, Director of Marketing communications department
It is not possible to give a discrete answer since it depends on targets of the offer and the advertising or the product (for cases with purely product-wise communication).
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