Development of the Promotion Policy of the Bulgarian Banks

Tsvetelina Nedialkova-Shtereva

Economic Studies journal, 2017, issue 1, 90-116

Abstract: The recent years the financial services sector is developing rapidly together with the marketing of banking services and products. The study of efficient spending of advertising budgets on a monthly basis allows the quick adjustment of planned advertising campaigns to competitors in the market. In literature, such studies are scarce, especially for banks in Bulgaria. This article presents a monthly survey of television advertising budgets of the banks in Bulgaria. Results are considered in product groups- deposits, card products, consumer and mortgage loans. The reported period in the study is from 2009 to 2012 and the methodology, applied in this article is applicable for periods with another length. The study presents and proves the thesis statement that good management of monthly television advertising budgets planning can achieve the same results with a smaller advertising budget.

JEL-codes: G21 M31 M37 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:bas:econst:y:2017:i:1:p:90-116

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