Abstract:

The article is dedicated to the need of promotion of the bank services.  Any bank has an aim of attracting clients and increasing the profitability. The article is considering the concept of publicity, as a form of promoting banking services. The main differences between publicity and other forms of advertising are examined, as well as outlining the concept of publicity and public relations.  Objectives and role of bank publicity activities is described. Recommendations on the bank image formation are made. The steps for developing of a publicity program are described. Based on business communication system of the bank, the monitoring process model is offered. The criterion for evaluation of the effectiveness of the publicity program is suggested.