Bankers are forced to violate the law on advertising

A Antimonopolschiki not be traced - in the country four specialists. The Russian market of commercial banking is almost recovered after a brief financial crisis - the conclusion made by the speakers and participants of the VII Scientific Conference "Banking Advertising: Tradition and Innovation", organized by the Academy of National Development. According to the executive director of the Association of Communications Agencies of Russia Roman Smolyakova in 2009 due to global financial problems of the advertising market in the country lost 24%. It is expected that by the end of 2010 it will grow by about 10%. However, the representative of «Media First» Irina Berezikov has argued with Smolyakova - by her count, the advertising market for the year will add 21%. The volume of advertising of financial services among the top ten, he owns 3% of all advertising of the country. The peak was recorded in 2007, when the figure reached 3.7%. However, it is assumed that in the current year in absolute terms, banks will increase their advertising budgets by 8%. Significant volumes are also reflected in the number of offenses relating to false advertising banks. On these facts complain 14% of persons who have applied to the Federal Antimonopoly Service - said the representative office Nikolai Kartashov. This figure is comparable with the level of resentment in certain dietary supplements (biologically active additives). Antimonopolschiki win 99% of court cases on unfair advertising. This is despite the fact that the six hundred employees of the central apparatus of advertising have dealt with only four people. Rector of the Academy of National Development Oleg Silin said that only 3-5% of banks' advertising campaigns are effective, others - throwing good money after bad. For many bankers criterion of success is not promoting an end result, and the amount spent by the budget. Silin sure that the banks were forced to break the law on advertising - if you do not, they will not receive the necessary income. All the representatives of credit institutions ("Bank Union" Uralsib "," VTB 24 "," Bank24.ru "," UniCredit "and" OTP Bank ") came together in the same opinion: the main source of growth in 2011 will be the Internet. By 2015 the market for online advertising will grow to $ 4 billion - says Managing Partner Portal Bank.ru Maria Florenteva. She explains the appeal of the World Wide Web so that the cost of advertising in this segment is in the middle price range, and its efficiency is much higher. That is why it is used by 86% of all credit institutions in the country. Most bankers prefer to advertise credit products (85%), in second place are plastic cards (69%), and the third - the contributions to the population (62%). The expert believes that the domestic financial market will be advertising each year to catch up with the U.S., where the proportion is 12%. Besides, the Russian banks have something to be proud of. For example, special applications on mobile devices from Alpha Bank offer odds on the services provided by the powerful «Bank of America». The main trends in 2011, according to conference participants should be: an increase in advertising budgets, a reduction of image advertising, the emergence of new mobile services and the creation of more financial network games that can bring customers from virtual to real banks.