Marketing communications which also is known as marketing
proportion is one of the marketing mix variables used by
marketers in formulating marketing strategy, A marketer
who builds a product or creates a service and then sits back
and waits for 'things to happen, usually find out that not
much does happen, The firm is duty bound to communicate
with its potential customers and other publics.
Good communication to these publics will enable the
company gain their confidence and good will. It will also
lead to a good corporate image and identity. However, the
basic function of promotion is to sell goods or services,
Promotion in banking involves creating awareness among the
customers of.bank service, what they intend to benefit and
why they should go for it instead of a substitute or
alternative.
. Different communication channels may be relatively
more effective in moving consumers from one stage of the
purchase decision process to another. At the beginning of the
process, the use of mass-media is 'likely to be the most
cost-effective channel for stimulating awareness and
providing background knowledge. As customers move
