27-09-2013, 03:00 PM
Exposure towards Personal Selling and Telecalling (Private Sector Banks)
ABSTRACT
In outdoor advertising and online marketing private sectors banks are again more successful
to spread awareness than public sector banks, but the total awareness level has stayed low. In
public sector banks 21% of the respondents were accepted that they have an exposure of
outdoor advertising while the respondents for it in case of private sector banks were 28%. As
online marketing is not so much adopted by public sector banks only 7% customers have the
exposure of the same, while for private sectors banks the exposure of respondents is 17%.
Telecalling and personal selling did not show high exposure. Almost 26% people are exposed
to telecalling. Another important aspect has been discussed in Table 9. When customers were
asked about the most effective tool for promotion of banking services, very meaningful
results have came. The most effective tools in respondents' opinion is advertising on
television with weighted mean value 3.84 and advertising in newspapers was at second place
(3.59). This is followed by personal selling (3.43) and advertising in journals and magazines
(3.26). Advertising on Television has been given the first rank and Publicity (2.25) is given
the last. However there is no so significant variability in the factors if we move from one. The
variability as per standard deviation is 0.5274.