SPONSORSHIP AS A TOOL OF COMMUNICATION POLICY OF BANKS OF UKRAINE

Анотація

In modern conditions, the role of the image of commercial banks in choosing them by customers is growing. To this end, the latter actively apply the marketing policy of communications, the traditional tools of which are advertising, sales promotion, personal selling and public relations. The most reliable are the actions of public relations in the eyes of customers and contact audiences of the bank. Based on the analysis of literature sources, it is established that its components are publicity and sponsorship. It is determined that the measures of public relations of banks of Ukraine are aimed at development the image of banks, forming an idea of the reliability of banks and trust in them in customers, informing customers about the charity and sponsorship of banks, increasing bank customers. Using secondary marketing information, the article identifies the main areas of sponsorship of commercial banks in Ukraine and analyzes the costs of sponsorship of some commercial banks in Ukraine with foreign and private capital. Significant competitive positions of banking institutions with foreign capital in the Ukrainian market are determined by the application of the strategy of differentiation on such parameters as their own image and reliability, the application of modern information technology in sales systems and promotion of their products. The analysis showed that not all commercial banks reflect costs on sponsorship in their annual financial statements, although such measures are carried out by them. In addition, it was found that in Ukraine, the costs of sponsorship and charity are often equated, which are different concepts from a theoretical point of view. The results of the study showed that one of the commercial banks that spends the most funds on sponsorship and charity is JSC "Raiffeisen Bank Aval". It was established that even with unprofitable activities JSC "Raiffeisen Bank Aval" conducted sponsorship and charitable activities, which is also a significant advantage among other banks. Other analyzed commercial banks that are actively involved in sponsorship are. JSC "KREDOBANK", JSC "ALFA-BANK", JSC "OTP BANK", JSC "UKRSIBBANK". Key words: communication policy of banks,

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