CORPORATE ADVERTISING AS AN EFFECTING PROMOTIONAL TOOL IN THE MARKETING OF BANKING SERVICES (A CASE STUDY OF SELECTED COMMERCIAL BANK IN DELTA STATE)
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CORPORATE
ADVERTISING AS AN EFFECTING PROMOTIONAL TOOL IN THE MARKETING OF BANKING
SERVICES (A CASE STUDY OF SELECTED COMMERCIAL BANK
IN DELTA STATE)
TABLE OF
CONTENTS
Title page - - - - - - - - -i
Certification
- - - - - - - - -ii
Dedication - - - - - - - - -iii
Acknowledgment - - - - - - - -iv
List of table - - - - - - - - -vi
Table of content - - - - - - - -v
Abstract - - - - - - - - -viii
CHAPTER ONE
1.0 Introduction
- - - - - - - -1
1.1 Background of the study - - - - -1
1.2 Statement of problem- - - - - -4
1.3 Purpose of study - - - - - - -4
1.4 Significance of the study - - - - -5
1.5 Research Questions - - - - - -6
1.6 Hypothesis
- - - - - - - -7
1.7 Scope of the study - - - - - -7
1.8 Definition of Terms - - - - - -8
CHAPTER TWO
2.0 Literature
Review - - - - - - -11
2.1 Historical
Milestones in Advertising - -11
2.2 History and development of advertising in Nigeria -12
2.3 The corporate advertising objective - - -22
2.4 Measuring
the effectiveness of corporate advertising - - - - - - - -26
CHAPTER THREE
METHODOLOGY
3.1 Design of the study - - - - - -32
3.2 Area of the study - - - - - - -33
3.3 Population of the study - - - - -33
3.4 Sample of the study - - - - - -34
3.5 Instrument for data collection - - - -35
3.6 Validation of the instrument - - - -35
3.7 Distribution and retrieval of the instrument- 37
3.8 Method of data Analysis - - - - -38
CHAPTER FOUR
4.1 Data
Presentation and Analysis - - - -39
4.2 Data Presentation
- - - - - -39
4.3 Testing
of hypothesis - - - - - -46
CHAPTER FIVE
SUMMARY,
CONCLUSION AND RECOMMENDATIONS
5.1 Summary
of Findings - - - - -57
5.2 Conclusion
- - - - - - - -58
5.3 Recommendations
- - - - - -59
5.4 Limitation
of the study - - - - - -62
5.5 Suggestion
for further research - -- - -63
References - - - - - - - -65
Appendix A - - - - - - - -68
Questionnaire - - - - - - -69
ABSTRACT
This
study on “Co-operate Advertising as an effecting promotional tool in the marketing
of banking services, has tried to seek answers to the crucial question that
plaques the memory of readers. Questions on how co-operate advertising acts as
an effective promotional tool in the marketing of banking services, its values
and importance. Chapter one of the study deals with the general introduction of
the study, it’s background and analyses, statement of the study, significance,
the research question and most importantly the definition of terms. Chapter two
of the study examines extensively different views such as literature review,
observations and comments of economist on the effectiveness of co-operate
advertising. The third chapter is about the method to be used in conducting the
research study. The type of method of study to be used which is survey method,
design, sample size and population. Chapter four is about data analysis and
result. Chapter five summarizes it and deals with recommendation.
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Business
is like a bicycle either you keep moving or you fall down.
Over
the century, man have been able to achieve so many fears, one of those great
fears is the ability to like the whole world together through invisible thread
called communication, without communication
we would merely be isolated groups without any coordination we have today. In
prehistoric time communication was haphazard and primitive. With time however
the need for a better organized and developed system of communication become
more and more crucial.
In marketing, the need for communication cannot be
over emphasized. When a firm has developed the perfect product or services,
have priced it attractively and has made I accessible to the target customers
yet they customers are unaware of all these, the success of such effort may be
unwanted.
Marketing communication is used to achieve these
aims and various tools are employed to achieve the firms communication
objectives such tools are advertising, sales promotion, personal selling and
publicity, it has been used by firms in the marketing communication, however
advertising has often been employed, it reaches a much wider audience than any
of other tools would normally reach. Ceyman (1969). Contends that advertising
is concerned with conveying about a product or service and the company
producing that product or services to the potential buyers.
Bank provide array of services for the customers.
It is hence necessary, to communicate information about these service, their benefit and new features a
customer considering the financial
aspect of the banking services, bank also have to build up an image of
respect ability and viability through co-operation advertising . When
confidence reposed in banks the customers would be better disposed to have
dealings with them. Hence a bank has to constantly inform its customers.
(Present and potential) about its services and about itself in order to build
an image.
1.2
STATEMENT OF THE PROBLEM
Banks are custodians of the customer trust. They
don’t simply provide financial service’ they provide peace of mind of the
customer with this on mind, the banks corporate advertising plans should ensure
that the customer is well inform of its offers, solution to solve problem. A
good number of banks are seeing the importance of advertising, but some still
see it as an adhere affair not something that should be done all of the time
based on the above, this study aim at examining the extent to which banks carry
out advertising co-operative and the effectiveness of such campaign.
1.3
PURPOSE OF THE STUDY
This study is aim at finding out the extent to
which certain have gone in exchanging corporate advertising as a part of the
marketing strategy used the effect by some bank customer.
Making recommendation for effective corporate
advertising in banks.
1.4
SIGNIFICANCE OF THE STUDY
The age-old banking tradition was to sit down and
wait for customers. Such a step those days would be suicidal. A bank with state
of the art facilities and service my still not make such heavy profit if it does
not talk. And with problem arise step to correct the situation may be taken a
little too late. It is hoped that through this study, insight can be gained as
to how to effectively established, maintained and improve line of communication
between the bank and its public. When its public understand a bank policies
aspiration etc a more efficient banking system can be hoped for with room still
for further improvement.
1.5
RESEARCH QUESTION
It is expected that research work
should be able to provide answers to the following research question.
a.
Do bank
advertise from head office?
b.
Are bank
truthful in their corporate advertising?
c.
Does corporate
advertising influence the customer’s choice of bank?
d.
Which of the
promotional tools is the most effective for bank marketing?
e.
Does corporate
advertising by banks’ increase their customer’s awareness?
1.6
HYPOTHESIS
In carrying out the study, the researcher will
Work with the under listed hypothesis so formulated shall be the end of the
study.
a. The Customers awareness of bank activity is not
increase with more corporate advertising.
b. Customers awareness is not the most effective
promotional tools in the marketing of bank service. Banks are not truthful in
the corporate advertising?
1.7
SCOPE OF THE STUDY
Through literatures have not been written on the
topic corporate advertising as all effective promotional tools in the marketing
of banking services. There is banking business the foundation of which is trust
means that a bank can not afford to pay lip services will tend to be sough. The
only way to stay in business is to move profit and corporate advertising help
to achieve the profit goal.
Bank can only continue to make profit in so far as
its public that it is deserves to continue its operation by corporate
advertising generally seeks to achieve the following.
DEFINITIONS OF
TERMS
BANK:
This is an organization
authorized by the central bank of Nigeria [C
B N]. Through the insurance banking license to accept deposit from members of the
public as well as to carry out the banking business generally.
BANKING:
Banking can be said to be the
business of receiving money from outside source as deposit irrespective of the
payment of the interest and granting of money, loan and acceptance of credit or
the purchase of bills and cheques or the purchase and sales of securities for
the account of others or the incurring of the obligation to the acquire claims
in respect of loans prior to their maturity or the assumption of guarantee and
other warranties for others or the effecting of transfer and clearing and such
other transaction are the commissioners may on the recommendation of the
central bank by other published in the Federal Gazett Designates as banking
business.
BANK MARKETING:
The creation and delivery of customers satisfying services at a profit.
CORPORATE ADVERTISING: This is advertisement focused on the creation of
good image for the company in the minds of the public.
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