SPECIFICATION OF APPLICATION OF MARKETING COMMUNICATIONS IN THE BANKING SPHERE
The article proves the relevance of research into the development of marketing communications in the banking sector in modern conditions. It is proved that the opportunities for the implementation of an active communicative policy by modern banks have been steadily increasing in recent years. The main set of marketing tools used in the sphere of communication exchange in the banking market - advertising, PR, sales promotion, direct marketing, personal sales, is revealed. The banks strive to achieve maximum efficiency from the use of these tools by integrating them, but in practice they prefer using advertising and PR. Three communication strategies of the bank aimed at ensuring the systemic nature of the communicative complex, which determine the impact on the external environment, the creation of a system of adaptive marketing communications are considered.