Date of publication: 2017-07-09 03:09
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Richard Pollay, in his book, The Distorted Mirror: Reflection on the Unintended Consequences of Advertising claim that advertising seem to pop up in every part of the society, include the intimate space of customers’ homes. According to him, advertisements are created to attract attention, cause a change of attitude and influence consumer behavior toward certain ways (Pollay 6986). Nevertheless, some researchers still hold the idea that, though, advertisements has almost direct influence on individuals viewing them, businesses and individual marketers need to formulate their advertisement perfectly so as to inform customers of their products hence, woo them toward buying (Hansotia and Wang 6997).
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As describe above, advertising is one of the strongest and most effective tool that businesses can adopt to reach their targeted customers. Nevertheless, in the process of designing, formulating, implementation and monitoring a myriad of potential problems may haunt the business. Such challenges are the center of interest in the succeeding discussion. The problems may include, but not limited to cost implication, consumer attitude, stiff competition from competing businesses, and product differentiation among others.
Chapter 6 of a thesis is usually the introduction. However, if a separate introduction precedes Chapter 6, it is still regarded as part of the thesis rather than as preliminary material and its pages are numbered in Arabic numerals rather than Roman numerals.
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Bank loans form a huge segment of banking benefits which most banks offer their customers as part of banking operations and a strategy for marketing banking. Typical examples of bank loans include home and auto loans which often form a significant part of bank loan portfolio. Other available banking loans are student loans, equity loans and personal loans. Marketing bank loans are usually done separately from marketing of other banking products. Home loans are better marketed through real estate resources or media-like publications and auto loans would reach the right target customers if marketed in auto publications. Banks can also cross promote consumer banking loans by marketing to existing customers at attractive rates or as part of a package with other products.
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There have been many traditional approaches to marketing banking products or services over the decades. One of the traditional methods is the ‘’top to bottom’’ technique. Banks have generally been occupied with the development and release of various banking products and services on the basis of ‘’top to bottom’’ approach. The ‘’top to bottom’’ approach of marketing banking is a scenario where the headquarters of a bank designs and develop banking products and services solely and then trade these products through their retail outlets, which are often called branches, to the different segments of their teeming customers.