A Survey on Bank Direct Marketing Campaigns and Advertisement Activities to Achieve a Successful Marketing Management Using Data Mining Concepts

3 (IT Dept., Amity University, India) ABSTRACT In current Business Scenario, banks use direct marketing campaigns and advertisement activities in the context of corporate reputation and brand name enhancement and to increase the sale of their new launched product by researching more improved market segments which is based on understanding customers’ behavior. The competition in market has led marketing managers to invest on the advertisements and campaigns to follow the path that introduce its better products to customers in a successful and economical way. Due to this reason, banks need to identify either to use direct marketing campaigns or advertisements or the mix promotion to achieve its aim looking to concerns and necessities of Customer. In this study a research has been done on direct marketing campaign and advertisement by exploring their relationship and literature survey has been done to identify which one to be in forefront to maximize the investment return by enhancing the product sale. Keywords— Direct Marketing, Advertising, Direct Marketing Framework using Data Mining, Mass Marketing.