Evaluation On Advertising Effects And Study On Improvement Measures Of A Bank Liaoning Branch

With the slowdown in economic growth under China's New Normal,the deepening of the reform of interest rate liberalization,the speeding up of financial reform,and the rise of internet finance,the business combination and profit model of the commercial banks in China are undergoing significant changes,which also makes the competition of the commercial banks in our country become more and more fierce.Under this background,the commercial banks gradually enhance the brand awareness,increase the scale of advertising investment one after another,and pay more attention to advertising,in order to promote the development of the bank with the help of advertisement marketing.As a marketing behavior of enterprises,advertising has become one of the most important means to attract customers,improve the market competitiveness and expand the scale of operation.Therefore,how to use effective resources to improve the effectiveness and accuracy of advertising,and optimize the advertising strategy,is an important issue in the field of commercial banks' advertising.This paper takes A bank Liaoning branch as the research object,briefly introduces the development process,organizational structure,operating conditions of the branch first,then analyzes the current situation of the branch's advertising from the aspects of cost input,product launch,audience and media selection,and finds out the shortcomings in the current advertising strategy.As the theoretical basis of the branch's advertising strategy,and analyzing around the present situation of the advertising,this paper uses the analytic hierarchy process to establish the advertising strategy index system of A Bank Liaoning branch from three aspects including the total investment,media selection,content of advertising,defines the weight of the index system,and evaluates the advertising effects,in order to lay foundations for the study of the improvement measures in the following chapters.Finally,based on the analysis and evaluation,this paper puts forward the measures to optimize the advertising effects of A bank Liaoning branch from five aspects including the clearance of the advertising target,the reasonable allocation of the cost resource,the reasonable choice of the advertising media,time and the audiences.