Communications in the banking market

Relevance of a research of questions of development of marketing communications in the bank sphere in modern conditions is proved. The classification of information distributed in the banking market, structured on the basis of obligation on obligatory and optional is given. According this classification the information can be divided on a confidentiality level for opened and closed; on a source on official and unofficial; on types on news, analytical, figurative, operational and help; on genres on laws and bylaws, professional and corporate standards, official declarations, comments, a professional business analytics; as mass media in which information on official is placed, business, professional, mixed; on the sphere of forming and accumulation on internal and external. It is proved that communications in the bank sphere are represented by difficult process in case of which development it is necessary to consider specific product characteristics and specifics of their perception by the consumer. The main set of the marketing tools used in the sphere of communication exchange in the banking market is revealed. It is established that in spite of the fact that banks in the activities for achievement of specific purposes can use all set as traditional marketing communications (advertizing, PR, sales promotion, direct marketing, personal sellings), and nonconventional means, such as viral marketing. Banks aim to reach maximum efficiency from use of these tools by their integration, however on established practices give preference to use of advertizing and PR.