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FINANCIAL SERVICES
1. ADVERTISING
Advertising is non-personal communication
(perhubungan/komunikasi yang bukan bersifat
langsung) directed at target audiences through
various media in order to:
present and promote products,
services and ideas,
the cost of which is borne by an identified
sponsor or sponsors.
Advertising in banking alerts a potential user
that a service or product will help him to reach
his objectives/goals./satisfied it’s need
E.g: someone to keep his money safely or
borrowing to buy a new house.
The principle missions of
advertising
1. To inform (MEMBERITAHU), while at the same time
to persuade (MEMUJUK)
2. To alert potential users to a service or product which
will help them to reach an objective
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In order to meet these problems the advertising
policies of the various banks have evolved through
3 main stages:
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MAJOR TYPES OF ADVERTISING
i) Institutional advertising
Institutional advertising generates the long
term build –up of a bank’s name. This can be
broken into 2 aspects.
a) Promotion of the banking image as a whole.
b) Promotion of the products to be offered by
the bank, but major emphasis is placed on
the bank’s name! (lebih kpd strategi
pengiklanan yg bertujuan utk menaikkan
nama baik/imej sykt)
In other words, by using institutional
advertising the bank is seeking , through
its marketing communications, to build an
impression upon the customer of the
bank and also to impress the customer
who wants the best range of financial
services.
(to attract the attention of the target
customers and create an image that is
honest, friendly and welcoming!)
ii) Brand advertising
Brand advertising is advertising of
services.
It aims to the recognition of the bank’s
name but it is also advertising the bank’s
different services.
Brand advertising follows closely in the
footsteps of institutional advertising.
Advertising channels
Above the line advertising
This consists of channels of communication such
as:
Television
Radio
Newspapers
Posters
Magazines
Cinema
Below the Line Advertising
This type of advertising forms a major part of the
financial firm’s activities and comprises:
Leaflets (risalah)
Pamphlets (surat sebaran)
Flyers
Explanatory guides
Manual instruction
Below the line advertising has the advantage of
being “cheap” and “very easy” to produce, but
it has severe limitations in that it must be used
discreetly (secara senyap2/diam2 @ berhati2),
it does not attract new customers but merely
offers existing customers more services and
it depends largely on personal selling for its
effectiveness.
Direct Mail (Above the line)
Direct mail – it is often also known as direct
mktg
It could be defined as offering a financial
product and influencing the buying decision
without a face to face meeting
Direct mail is used (e.g. To promote low cost
insurance, medical insurance for women)
Has a tremendous impact on financial services
mktg particularly insurance
E.g. about 10% of all new life assurance
business is generated via direct mail by both
insurance & building societies
This method of communication has led to the
development of mailing lists (rented, special
club, groups, associations)
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Advantanges of direct mail
It is possible to change market targets at short
notice-
It is possible to predict response rates and
match costs accordingly
It is highly cost effective method of reaching
customers that are normally seen as an
important target market for salespersons or
intermediaries
It generally enhances customers’ awareness
skp
Disadvantages of direct mail
Class Discussion…!!!!
2. Promotions
PUBLIC RELATION
SALES PROMOTION
Sales promotions
Can be defines as a short term incentives to
encourage the purchase of sale of a product or
services.
Sales promotions have two distinctive qualities:
1. Bargain chance
2. Product demeaning
1. Bargain chance
Telling buyers of a chance that will not be
available again something special (in the
future)-eg: merdeka promotion!.
2. Product demeaning (merendahkan product)
If promotions are used too frequently &
carelessly the potential buyer may be led to
wonder whether the financial service is reliable
or reasonably priced.
Financial services mgrs identify a number of
objectives sought by using promotions:
To attract new customers
To increase the level of deposit accounts
To lower the cost of acquiring new customers
by seeking to avoid direct price competition
with other financial institutions
To increase market share in selected market
segments
Personal Selling
1. Personal confrontation
2. Cultivation (memupuk/memelihara) of
financial services-customer relationships
3. Response (immediate feedback)
1. Personal confrontation
Personal selling enables an immediate and
interactive relationship between buyer & seller
Each party can observe the other’s
characteristics, needs & wants, & react
accordingly
Each party has the opportunity to inspire trust,
honesty, & responsibility, willingness to help
In turn can help the interactive process of
selling
skp
2. Cultivation of financial service-customer
relationship
Personal selling permits the growth of
relationships to a level greater than a mere
matter of fact selling.
The sales person has the opportunity to win
over the buyer
skp
3. Response
Personal selling makes the buyer feel under
some obligation to purchase the service that
the sales representative has gone to some
length to discuss.
At the very least he or she feels a greater need
to attend to what is being said
skp
In view of the importance of Personal Selling,
particularly of insurance, the salesforce needs
not only to be trained in the art of selling, but
they must also be aware of all the services
available & be able to explain clearly what
each service offers. In addition they must be
aware of the needs of their individual
customers so that they can either refer
customers to, say, the branch manager, or
suggest appropriate services themselves. Staff
must live up to the organisational image of
trust, reliability, responsibility, familiarity &
friendlines. In order to meet these
requirements & to understand customers’
reservations & problems, (for example the
insurance salesperson will make a sale).
Publicity
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2.Pra-Pendekatan
Sebelum berjumpa dengan bakal pembeli, staf
jualan haruslah cuba mencari banyak
maklumat tentang organisasi dan individu
(pegawai) yang terlibat secara terus dengan
aspek jualan dan pembelian dari organisasi
pembeli.
Staf jualan juga harus memikirkan jenis
pendekatan yang paling sesuai sama ada
melalui lawatan jualan, panggilan atau surat ke
organisasi pembeli. Staf jualan perlu kenal
pasti masa terbaik untuk perjumpaan dengan
pembeli.
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3.Pendekatan
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4. Persembahan & demonstrasi
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5. Mengendalikan bangkangan/soal
jawab
Bangkangan boleh berbentuk soalan negatif
tentang produk dan membandingkan secara
negatif produk lain dengan produk sedia ada.
Staf jualan haruslah menggunakan
pendekatannya yang positif dengan mencari
maksud disebalik bangkangan dan
menggunakan bangkangan sebagai alasan
bagi pembeli untuk membeli produk. Staf
jualan harus menjelaskan tentang kualiti,
fungsi, harga serta jaminan produk dalam
mengatasi bangkangan.
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6.Penutup
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3. Pendekatan
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Perbezaan antara perhubungan awam
dengan pengiklanan di dalam
pemasaran perkhidmatan kewangan.
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3. Lebih maklumat diperolehi melalui
perhubungan dan publisiti berbanding
pengiklanan yang singkat sahaja
paparannya.
4. Tiada kekangan masa. Maklumat boleh
dihebahkan melalui sesi siding akhbar
ataupun pihak syarikat menghantar
bahan kepada pihak media untuk siaran
berita. Pihak syarikat dapat
menghebahkan sebarang maklumat
pada kadar segera terutamanya apabila
sesuatu yang tidak dijangkakan
berlaku. Maklumat yang disampaikan
kepada televisyen agak terbatas.
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5. Maklumat yang disampaikan oleh
perhubungan lebih mudah dan tidak
melibatkan banyak birokrasi manakala
pengiklanan lebih banyak birokrasinya.
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