Abstract
The article presents the results of an empirical study of the features of evaluating advertising of banking products. 99 respondents with a different experience of borrowing behaviour, aged 18 to 66, 37 per cent males, were assessed. The respondents were asked to rate, using the semantic differential methodology, two pictures depicting mortgage advertisements from VTB and Otkritie banks. By comparing the average values of the ratings, we found that advertising for banking products is evaluated more negatively, even if the ideal option is presented. Actual advertising images are rated significantly lower than ideal images — people with real experience of taking loans rate advertising for banking products as more benevolent.
Highlights
This study is carried out as part of a series of studies devoted to the analysis of the assessment of commercial, political and social advertising by Russian consumers (Gordyakova et al, 2019; Vlasenkova & Gagarina, 2019)
Because mortgage rates have changed significantly in Russia recently, we turned to the question of how the respondents evaluate the advertising of banking products
V. and Vinokurova A. studied social and communication technologies used in advertisements that are directly related to the provision of credit services by the banks in Russia
Summary
This study is carried out as part of a series of studies devoted to the analysis of the assessment of commercial, political and social advertising by Russian consumers (Gordyakova et al, 2019; Vlasenkova & Gagarina, 2019). The main question for banks is how to make advertising more effective, but at the same time, satisfy consumers of bank services (Mehmood & Ul Sabeeh, 2018; Sulthana, 2018). Another issue is the honesty and reliability of the information presented in the advertisement and method used to manipulate consumers’ choices (Gurun et al, 2016; Fedulova & Vinokurova, 2018; Melnichuk et al, 2019). V. and Vinokurova A. studied social and communication technologies used in advertisements that are directly related to the provision of credit services by the banks in Russia. The aim of our study is to examine the emotional assessment of bank loan advertising and its relationship with real-life borrowing experience
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