Welcome to the Presentation

Advertisment and Promotion Strategy of Jamuna Bank Ltd.

Prepared by
MD. SAIDUR RAHMAN SAID
#12102053
BBA (MARKETING),
FALL-2015

Aim of the report

To provide a brief idea about Marketing Strategy
Jamuna bank Ltd. holds for Advertisement and
Promotion, evaluate and recommends.

Sequences
Introductory Part

Research part

Organizational Overview

Findings

Topic Part

Recommendation

Actual Part

Conclusion

Introductory Part

Objectives
Broad objectives

To study the Advertisement and Promotion Strategy of a renowned financial

organization Jamuna Bank Ltd., evaluation of pros and cons of the system,
and finally suggest some recommendation for its betterment.

Specific Objectives
1. To present major marketing policies and practices regarding advertisement
and promotion of JBL.
2. To analysis the pros and cons of the conventional ideas about Promotion of
Bank Products.
3. To evaluate promotional strategy of JBL and how they formulate their
strategy?
4. To examine the efficiency level of its present advertisement strategies.
5. To recommend some better strategies and suggest it for their policy
implication.
6. To give some ideas about its management and organization
structure.
6

Methodology
Primary Sources of
Data
Observation .
Experience.
Informal Discussion with
employees and clients
Face to Face interview with
Questionnaire.

Secondary Sources of
Data
Internal Sources:

Annual Reports of Jamuna

Bank, Other published
documents of the bank,
Jamuna Banks Website.

External Sources:
Books, Articles, Journals,
Newspaper, Web browsing.
7

Limitations
1. Customers are very busy and they do not want to answer questions. They
try to avoid any interview and it is a major problem of preparing the report.
2. Lack of information.
3. Due to time limitation, many of the aspects could not be discussed in the
present report.
4. Available data also could not be verified. In most cases, I simply did not
have any option but to furnish with data without verification.
5. JBL as a commercial bank they are very busy and they could not able to
give me enough time for discussion about various topics.

Organizational Overview

Introduction of Jamuna Bank Limited

Jamuna Bank Ltd., the only Bengali named new generation private
commercial bank was established by a group of successful local
entrepreneurs conceiving an idea of creating a model banking institution
with different outlook to offer the valued customers, a comprehensive range
of financial services and innovative products for sustainable mutual growth
and prosperity.

It is a private commercial bank of Bangladesh registered under the

Companies Act, 1994 with its Head Office at Chini Shilpa Bhaban, 3,
Dilkusha C/A, Dhaka. The Bank started its operation from 3rd June 2001.

10

Introduction of JBL

cont.

Nature of Business

JBL is a progressive commercial bank in private sector in Bangladesh. It

gives customized services and maintains harmonious bankerclient
relationship. It provides different types of commercial banking services to the
customers of all strata in the society within the stipulation laid down in the
bank companies Act. 1999, rules and regulations framed by the Bangladesh
Bank from time to time.

Corporate Slogan
Your Partner for Growth

Vision

To become the Bank of choice in serving the Nation as a progressive and

Socially Responsible financial institution by bringing credit & commerce
together for profit and sustainable growth.
11

Introduction of JBL

cont.

Mission
The Bank is committed to satisfy diverse needs of its customers
through an array of products at a competitive price by using
appropriate technology and providing timely service so that a
sustainable growth, reasonable return and contribution to the
development of the country can be ensured with a motivated and
professional workforce.

Motto
The Bank will be a confluence of the following three interests:
Of the Bank: Profit Maximization and Sustained Growth.
Of the Customer: Maximum Benefit and Satisfaction.
Of the Society: Maximization of Welfare.
12

Introduction of JBL

cont.

Objectives
1.

To establish relationship banking and improve service through development

of strategies marketing plan

2.

To remain one of the best banks in Bangladesh in terms of profitability and

assets quality

3.

To ensure an adequate rate of return on investment

4.

To keep risk position at an acceptable range

5.

To maintain adequate liquidity to meet maturing obligation and

commitments

6. To develop and retain a quality work force through an effective Human

Resources Management Systems
7. To ensure optimum utilization of all available resources
8. To introduced fully automated systems through integration of information
technology
13

Introduction of JBL

cont.

Values
Customer focus
Integrity
Team Work
Respect for individual
Quality

Competitors

Competitors of the JBL are others commercial banks, it can be private or public
and financial institutions such as insurance companies, lease companies etc.

14

Products and Services of JBL

1. Deposit Schemes
2. Remittance and Collection
3. Import and Export handling and Financing
4. Loan Syndication
5. Project Finance
6. Investment Banking
7. Lease Finance
8. Hire Purchase
9. Personal Loan for Woman
10. 24-hours Banking: Q-Cash ATM facility
11. Islamic Banking
12. Corporate Banking
13. Consumer Credit Scheme
14. International Banking
15

Operational Network Organogram

16

Corporate information of Jamuna Bank

Ltd.
Registered Name

Jamuna Bank Limited

Official Logo
Known As

JBL

Slogan

Your Partner for Growth.

Category

Commercial

Type

Private Limited Company

Date of Incorporation

April 02 2001

Inauguration of First Branch

June 03, 2001

Chairman of the JBL

Mr. Shaheen Mahmud

Number of Branches

97

Banking Operating System

Both Conventional &Foreign Exchange

System
DSE & CSE

Registered in Stock Exchange

17

Name of Founders & Board of Director

Name of the Board of
Directors Members
Mr. Md. Sirajul Islam Varosha
Al-Haj M.A. khayer

Designation
Chairman
Director & Founder Chairman

Engr.A.K.M. Mosharraf Hussain

Director

Engr. Md. Atiqur Rahaman

Director

Mr. Golam Dastagir Gazi, Bir

Protik, MP
Mrs. Fazlur Rahaman

Director

Al-Haj Nur Mohammed

Mr. Md. Tajul Islam, MP
Mr. Sakhawat, Abu Khair
Mohammed
Al-Haj Md. Rezaul Karim Ansari

Director
Director & Chairman
(Jamuna Bank Foundation)
Director & Chairman (Audit
Committee )
Director
Director
18

Advertisement and Promotion Startegy Of

Jamuna Bank Ltd.

19

Role of Advertisement and Promotion in

Banking Industry

Customers have more opportunities for selection of

more suitable places to buy and use banking services
and satisfy all their demands. They have also become
more fastidious and expect higher standards from
banks, such as more friendliness in service styles,
more effectiveness in solving all their complaints. Here
the terms 'Marketing' and 'Banking' blend together
inextricably.

20

Advertising strategies of Jamuna Bank

Ltd.
The process of developing advertising strategy of
Jamuna Bank Ltd then consists of the following steps:

1.
2.
3.
4.
5.

Set advertising
Establish copy platform
Develop the media plan
Set the advertising expenditure level
Measure advertising effectiveness

21

Advertising of Banks products

1. Deposit Products
2. Loan Products

Deposit Products
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
x.
xi.

Monthly Savings Scheme

Lakhpati Deposit Scheme
Millionaire Deposit Scheme
Money Multiplier
Monthly Benefit Scheme
Corepati Deposit scheme
Double Growth Deposit Scheme
Triple Growth deposit Scheme
Rural Deposit scheme
Education Savings Scheme
Deposit Scheme
22

Deposit products
Monthly Savings Scheme (MSS)

Jamuna Bank Ltd has introduced Monthly Savings Scheme (MSS) that
allows one to save on a monthly basis and get a handsome return upon
maturity.

Advertisement Analysis:

When they first introduced this new scheme, the customers have known
about it from
online and by personal selling.

Target Group:

For MSS, the main target customers are the housewife and the lower
income
group
people. The women and men who are working in garments beside the
bank, they also come to save money from their monthly income.

The Government takes 10% from the payable interest. The customers have to
deposit the installment in every month. If anyone fails to deposit 23
then she or he has to
given 50 tk after the month.

Deposit products

Cont..

Marriage Deposit Scheme

Jamuna Bank Limited has introduced Marriage Deposit Scheme, which

offers the customers an opportunity to build up their cherished fund by
monthly deposit of small amount at their affordable capacity.

Advertisement Analysis:

The parents can know about this scheme from the bank. They can collect a
rate sheet of marriage deposit scheme. The employees sometimes go
personally to the known people and tell them about the facilities of this
scheme.

Target Group:

For this scheme the target group is the young girls and boys. In maximum
time I haves seen that the parents who have the girl's they are always
anxious about their child's marriage. So when they come to the bank and
know about the facilities of this scheme, they feel secure for future time.
24

Deposit products

Cont..

Education Savings Scheme

JBL has introduced 'Education Savings Scheme' which offers one an

opportunity to build up his cherished fund by monthly deposit of small
amount at affordable capacity deposit to meet the educational expenses.
Under this Scheme, the customers have the different attractive options to
avail the future benefit.

Advertisement Analysis

Jamuna Bank Limited has arranged some programs in colleges and universities. The
students can inform from those programs and from online. They can save their
money by depositing money.

Target Group

The students who are well educated but sometimes they cannot manage their study
expenses for their financial crisis. They can use this scheme for their better future life.
At that program, they try to motivate the students about the savings money. As a
result, the students do not go for other bad habits. It is a success of the Bank.
25

Deposit products

Cont..

Millionaire Deposit Scheme

It is a dream for many small savers to become a Millionaire. Jamuna Bank

has introduced 'Millionaire Deposit Scheme' which has flexibility in respect
of period and monthly deposit as per one's affordable capacity for giving a
sum of Tk l million i.e. Tk l0 (ten) lakh at a time.

Advertisement Analysis

The customers can know about the scheme from online advertisement.
There is no any
billboard, poster, TV advertisement. The people who always use the
internet they can
easily visit the Jamuna Bank's web site and can informed about the all
schemes.

Target Group
Middle Income people.

26

Deposit products

Cont..

Kotipati Deposit Scheme

It is feasible for high-income group who have strong determination and

savings habit. If anyone decides and plans to save money from his regular
income, he can own Tk 1.00 crore easily by making a planned savings. In
this regard, JBL has introduced "Kotipati Deposit Scheme" offering the
savings plan.

Advertisement analysis

The officers sometimes go for marketing and advertise their products. In

this case, they try to convince the people. Nevertheless, I came to know
while working in this Bank that this scheme is not so much popular. Mainly
the MSS is so much popular.

Target Group
Upper Middle and Higher Income people.
27

Deposit products

Cont..

Double/triple Growth Deposit Scheme

For people who have cash flow at this moment and want to get it
doubled/tripled quickly. JBL has introduced Double/Triple Growth Deposit
Scheme which offers anyone to make double/triple money within 6(six)
years and 9.5 (nine and a half) years respectively resulting a high rate of
interest.

Advertising analysis:

For advertising this scheme, Jamuna Bank uses "Personal selling" as an

element of the promotional Mix. Personal selling is a form of person-toperson communication in which a seller tries to assist prospective buyers
to purchase the company's product or service on an idea. Mainly it is the
direct contact between buyer and seller. In this bank, sometimes the junior
level officers go for marketing and try to capture the customers.

28

Loan products
Personal Loan for Women

Jamuna Bank limited always tries to help the poor women or women
entrepreneurs who want to do something for their safety. This product is
designed especially for the working women and housewives. Housewives
with reasonable income of the spouses are also eligible to avail this loan.
The loan can be availed for the purchase of domestic device, house
renovation etc.

Sales team goes to some villages and they talk with the women who are
capable to earn money.

Car Loan:

This is given to accelerate the transport facility national wide It's interest
rate is 16.00%. It is paid to equal monthly installment Others conditions
are almost same as the industrial loan. The customers can easily know
about this loan facility from the online. There is some advertisement
against this Loan in Newspaper.
29

Loan products . Cont.

House Building Loan:

This loan is given for the construction of dwelling house. At a monthly

installment, this
loan is given at 13% interest rate. But in this bank, this type of Loan is not
given in a
frequent moment.

Agricultural Loan:

It is given from the branch wise of Jamuna bank Limited. The interest rate
is 12.0013.00%. The poor farmers can get this Loan so the outside of Dhaka city,
wherever the
branches of Jamuna Bank Ltd. are located the branch people try to
motivate to take this loan. Because in the rural area everywhere it is not
available of TV and the internet.

30

Promotion strategies of Jamuna Bank

Ltd.

In order to sell goods and services or promote an idea, Promotion acts as

the coordinator of all seller initiated efforts to set up channels of
information and persuasion. The basic tools used to accomplish an
organization's communication objectives are often referred to as the
Promotional
mix.

There are mainly four parts of Promotional Mix:

Advertising
Sales Promotion
Public Relations
Personal Selling

But besides them we can recognize extra two tools Direct Marketing and
Interactive
Marketing as the major promotional mix elements.
31

Developing Promotion Strategy of Jamuna

Bank Ltd.
Several activities are involved in designing the promotion strategy
including:
1. Setting communication objectives.
2. Deciding the role of each of the components that make up the
promotion program.
3. Determining the promotion budget.
4. Selecting the strategy for each promotion component.
5. Integrating and implementing the promotion component strategies.
6. Evaluating the effectiveness of the integrated promotion strategies.

32

Promotional activities of Jamuna Bank Ltd.

Promotional activity of a bank can include anything that will promote the bank to the
people. Normally, these can include advertisement in Billboards, TV commercials or
paper ads etc; CSR activities, brandings, sponsorships. Jamuna Bank Ltd has many
CSR activities all over the country. At least 2% of our annual profit of every year is put
aside for the foundation to conduct Corporate Social Responsibilities (CSR) activities.

These include
1. Healthcare service.
2. Scholarship program for brilliant poor student.
3. Education Promotion Scheme (Interest free loan).
4. Helping people affected by natural calamities.
5. Helping people in slum areas.
6. Donation to educational institutions to setup computer lab.
33

Promotional activities of Jamuna Bank Ltd.

Cont.
Scholarship Program
Providing monthly scholarship to 60
social-advantage deprived students
having GPA 5.0 at SSC & HSC exam.
Scholarships to Underprivileged
Student.
Scholarship to the children of JBL
Employee.

Health

Jamuna Bank frequently arranges

Free Eye Camp. Especially in rural
area where people are not solvent and
does not have enough medical facility

34

Promotional activities of Jamuna Bank Ltd.

Cont.
Training Program

Jamuna Bank provides various

training program to physically
challenged people. Recently in
Sunamgonj district they arranged
computer training for speak
impaired.

Blood Donation Program

For blood donation program, they

expend 54,830 tk. So that nobody
dies because of blood, Jamuna
Bank arranges blood donation
program. They collect blood from
volunteers, and deposit it to blood
bank.

35

Promotional activities of Jamuna Bank Ltd.

Cont.
Disaster Relief
Donated a mentionable amount to the government during various natural
disasters.
Provided financial assistance to the famous artists for the treatment of
incurable diseases.
Donated to Prime Ministers Relief Fund.

By doing these kinds of program, Jamuna Bank

reminds the people to come and join with them.

36

Project Work: Actual Task Done By Me

37

Internship Experience

1. How to behave with client in corporate world

2. Time management
3. How to behave with colleagues supervisors, manager and with
overall organization
4. How to manage different client at the same time and everyone is
important for the organization

38

Internship Experience

Cont.

Accounts Department
My main job in accounts is sorting the voucher. After voucher sorting I had
to attach them with related supplementary. Voucher is actual a proof of the
transaction.
After attaching them next job was to balance. Balancing means doing sum
and ensuring that debit and credit is equal.
Next step is to make a cover page which is a brown color hard paper.
Then prepare it for binding in an organized format. I did another job which
was to make entry of the amount in a register.

Cash Department
My duty in cash was to make entry of cheques and deposit slip amounts
and number in registers and then give the serial number to the cheque and
deposit slip according the register entry number.
Another job I did there a was sorting the cheques according to the prefix of
the account number.
I had to also sort out the Demand Payable Slip (DPS) according to their
types.

39

Internship Experience

Cont.

Front Desk
My job was to attain and help the clients directly.
I had to help clients by providing information, helping to fill up account
opening, MSS opening, FDR opening forms etc.

Clearing
In clearing department transactions of cheques from other banks happens.
My job was to entry those transactions in a register and at the end of the
day. Then I had to sum up the amount and check with the automated
amount from computer. The amount had to be the same.

40

Research Part

41

Problem Statement

Jamuna Bank Limited performs their advertisement and promotion in a

conventional way. As a result, it seems they are not meeting their
expectation. They are behind from their deserved place. To draw new
customers and maximize customer services, there is no other way but
following modern methods for promotion and advertisement. Yet providing
superior service to some of their products are not getting popularity. In
order to go in-depth of this fact and explore the phenomena, Myself Md.
Saidur Rahman Said is conducting this survey.

42

Research Methodology
Sources and Collection of Data
The Primary data of this study has been
collected through questionnaire interview.

Research Approach
Survey

Research Instruments

Sampling Frame :
The sample frame of the study consists
of Officials/Clients who have
financial transaction with Jamuna
Bank Ltd.,Kamarpara, Uttara area.
The sample frame was taken from the
selected area

Questionnaire with structured questions

Likert Scale question

Sampling Plan
Sampling Unit:
Officials/Clients (Male and Female)

Population size:
1460

Sample Size:
46 Respondents

Sampling Procedure:

Probability Sampling
43
Simple Random Sampling

Project Timeline

To prepare this project report I had to spend total one month. The project
activities have shown in the following:

Week 01:
Week 02:
Week 03:
Week 04:

Developed the research plan

Developed the hypothesis
Conduct survey research
Data analysis and Interpretation
Gantt chart of Project Time Allocation

Description of Activities

Week 1

Week 2

Week 3

Week 4

Developed the research plan

Developed the hypothesis
Conduct survey research
Data analysis and Interpretation

44

Hypothesis Development
Sampling Technique
Strongly disagree

Disgree

Neutral

Agree

Strongly agree

Analysis of data
Z test =

= mean value
n = sample size
= Standard deviation
X = Average

45

Hypothesis Development
1. HA: Maximizing advertisement and promotion create more clients.
2. HA: Customers are well familiar with the products offered by
Jamuna Bank Ltd.
3. HA: Contemporary methods of advertisement and promotion will
give significant results.
4. HA: JBL should frequently appear in Electronic media.
5. HA: Print media provides more clarification. Therefore, more
advertisement on print media gives better result.
6. HA: Direct Marketing provides significant results in promotion

46

Hypothesis Testing
H1

H2

H3

H4

H5

H6

1= Strongly disagree

12

2= Disagree

14

3= Neither agree nor

disagree
4= Agree

18

17

12

14

15

5= Strongly Agree

14

12

12

13

12

Total

170

120

113

155

164

160

Average

3.7

2.6

2.46

3.37

3.56

3.48

Standard Deviation

1.27

1.39

1.30

1.36

1.24

1.31

Z-test value

6.4

0.49

5.96

4.34

5.80

5.07

47

Hypothesis 1
HO: Maximizing advertisement and promotion do not create more clients.
HA: Maximizing advertisement and promotion create more clients.
Ho: =2.5
HA: 2.5
n = 46
Here, X = 3.7
Standard Deviation = 1.27
Zcal = (X )/ (/n) = 6.4

At 5% level of significance, follows Z distribution Z0.05= 1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, it
can be said that if JBL performs more advertisement and promotion there is a
possibility that it will get more clients.
48

Hypothesis 2
HO: Customers are not well familiar with the products offered by Jamuna Bank
Ltd.
HA: Customers are well familiar with the products offered by Jamuna Bank Ltd.

Ho: =2.5
HA: 2.5
n = 46
X

= 2.6
X Deviation = 1.39
Standard
Z cal = ( -)/ (/n) = 0.49

At the 5% significant level, the value of Z in Z- distribution table is

= 1.96

z.05

Since z cal < z tab, we failed to reject null hypothesis. Therefore, at 5 %

significant level, we can say that people are not well familiar with Jamuna
Bank Ltd.s products.
49

Hypothesis 3
HO: Contemporary methods of advertisement and promotion will not give
significant results.
HA: Contemporary methods of advertisement and promotion will give
significant results.
Ho: =2.5
HA: 2.5
n = 46
X

Here
= 3.59
X
Standard
Deviation = 1.24
Zcal = ( )/ (/n) = 5.96

At 5% level of significance, follows Z distribution Z0.05=1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, it
can be said that Contemporary methods of advertisement and promotion will give
significant result.
50

Hypothesis 4
HO: JBL should not frequently appear in Electronic media.
HA: JBL should frequently appear in Electronic media.
Ho: =2.5
HA: 2.5
n = 46
X

Here
= 3.37
Standard Deviation = 1.36
Zcal = X
( )/ (/n) = 4.34
At 5% level of significance, follows Z distribution Z0.05=1.96
Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of significance, it
can be said that, more appearance on electric media will help JBL to make their
message reach to maximum potential clients.
51

Hypothesis 5
HO: Use of Print media for advertisement will not provide better result to JBL.
HA: Use of Print media for advertisement will provide better result to JBL.
Ho: =2.5
HA: 2.5
n = 46
Here X = 3.56
X
Standard
Deviation = 1.24
Zcal = ( )/ (/n) = 5.8

At 5% level of significance, follows Z distribution Z0.05=1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of
significance, we can say that, for advertisement choosing print media will
provide better outcome to JBL.
52

Hypothesis 6
HO: Direct Marketing does not provide significant results in promotion.
HA: Direct Marketing provides significant results in promotion.

Ho: =2.5
HA: 2.5
n = 46
X

Here
= 3.48
Standard Deviation = 1.31
Zcal = (X )/ (/n) = 5.07
At 5% level of significance, follows Z distribution Z0.05=1.96

Since Zcal > Ztab, the null hypothesis is rejected. Therefore, at 5% level of
significance, we can say that, emphasize of direct marketing will provide
significant results in promotion.
53

Findings
1.

In hypothesis 1 titled Maximizing advertisement and promotion

create more clients. 9% respondents are strongly disagreed, 13%
respondents are disagreed, 9% respondents are neutral, 39%
respondents are agreed and 30% respondents are strongly agreed. It
clearly indicates that performance of more advertisement and promotion
let people know about the company and its specialty. Then people
become interested towards testing the product. Thus, it creates more
clients.

2.

In hypothesis 2 titled Customers are well familiar with the products

offered by Jamuna Bank Ltd. 26% respondents are strongly
disagreed, 31% respondents are disagreed, 15% respondents are neutral,
13% respondents are agreed and 15% respondents are strongly agreed.
It clearly indicates that people are not well familiar with the products of
Jamuna Bank Ltd.

3.

In hypothesis 3 titled Contemporary methods of advertisement and

promotion will give significant results. 9% respondents are strongly
disagreed, 13% respondents are disagreed, 15% respondents are neutral,
37% respondents are agreed and 26% respondents are strongly agreed.
It clearly indicates that modern technologies can play a54
significant role in
the field of promotion and advertisement.

Findings

Cont.

4. In hypothesis 4 titled JBL should frequently appear in Electronic

media. 13% respondents are strongly disagreed, 15% respondents are
disagreed, 20% respondents are neutral, 26% respondents are agreed and
26% respondents are strongly agreed. It clearly indicates that if JBL
conduct advertisement on Electric media, they will be able to draws
attention of maximum potential customer.

5. In hypothesis 5 titled Use of Print media for advertisement will

provide better result to JBL. 7% respondents are strongly disagreed,
17% respondents are disagreed, 17% respondents are neutral, 31%
respondents are agreed and 28% respondents are strongly agreed. It
clearly indicates that considering print media for advertisement produces
better results. Therefore, it should be taken under consideration for
advertisement.
6. In hypothesis 6 titled Direct Marketing provides significant results in
promotion. 11% respondents are strongly disagreed, 15% respondents
are disagreed, 15% respondents are neutral, 33% respondents are agreed
and 26% respondents are strongly agreed. It clearly indicates
that Direct
55
Marketing helps to build relationship and creates more clients. Hence, JBL

Recommendation and Conclusion

56

Recommendations

1. Successful advertising involves making your products or services positively

known by that section of the public most likely to purchase them.
Therefore, Jmauna Bank should perform more advertisement.
2. Bank offers a wide range of services for individuals and organizations. Due
to lack of promotion very few know abouth them. So Jamuna Bank Ltd.
should take actions to educate people and make them familiar with their
services.
3. In modern days, many technologies are there which can be used for
advertisement and promotion. Social Media e.g. Facebook, Internet
advertisement, direct mail etc can be great mediums to reach to the
customers at very cheap cost and quickly.

57

Recommendations
4.

5.

6.

Cont.

Electronic media, especially television advisement is the most effective and

popular medium of advertising a product or service. It has greater sensory
appeal than any other media. It allows businesses to target certain customers
by placing ads on certain shows or during specified time slots. Therefore, it is
suggestion to JBL as they appear frequently in electronic media.

Print media has shorter range or narrow scope comparing to Electronic media.
But it has a advantage over electronic media. The details of schemes including
time period, interest rate, profit, conditions, benefits etc can be presented only
through Print Media. Therefore, besides TV advertisement JBL should use print
media as well.
Direct Marketingis a form of advertisement that allows businesses and
nonprofit organizations to communicate straight to the customer. Furthermore,
direct marketing is a crucial element in ensuring customers post-purchase
satisfaction, and in building profitable long-term buyer-seller relationships.
Therefore, JBL should emphasize direct marketing.

.
58

Conclusion

To let people know about the company, every company uses different types
of promotional tools. However, direct/personal Selling is used in a wide
range but besides this JBL must have to use other tools to advertise their
bank's products and services. Such billboard is one of the most popular
using promotional tools to the company. As it is cheap and mostly seen in
an open place, most of the company likes to use this tool because of its
wide repeated exposure.

Customer is the key of any company so before taking any decision in case
of advertising should identify what types of ads the customers really want
from them. Most of the customers are aware of TV advertisement,
newspaper advertisements. Advertising is a crucial role for the customer to
recall the brand name repeatedly. The more advertisements will be
presented in front of the customers the more they will focus to the Bank. I
hope that JBL will be able to spread their business with increasing various
schemes & other utility services.
59

THANK
YOU HAVE
FOR YOUR
ATTENTION
DO YOU
ANY KIND
QUESTION
?
60