Corporate Advertising as an Effective Promotional Tool in the Marketing of Banking Services
– Corporate Advertising as an Effecting Promotional Tool in the Marketing of Banking Services –
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ABSTRACT
This study on “Corporate 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.
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
- Background of the study – – – – -1
- Statement of problem- – – – – -4
- Purpose of study – – – – – – -4
- Significance of the study – – – – -5
- Research Questions – – – – – -6
- Hypothesis – – – – – – – -7
- Scope of the study – – – – – -7
- 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
- Design of the study – – – – – -32
- Area of the study – – – – – – -33
- Population of the study – – – – -33
- Sample of the study – – – – – -34
- Instrument for data collection – – – -35
- Validation of the instrument – – – -35
- Distribution and retrieval of the instrument- 37
- 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
INTRODUCTION
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 it 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.
REFERENCES
Adekanye, F. (1983). The Element of Banking Amnbum, United Kingdom 3 edition.
Anyanwn, A. (1993). Dimension of Marketing, Avan global publication Okigwe, Imo State.
Adekanye, R.W. (1969). As quoted on new swatch a product marketing magazine. March 19, 1995.
Bandom Dom (1990). Research methods in administration sequence Bank publisher. Port-Harcourt.
Chapman, R.W. (1969) Marketing toady. London International Textbook Company Ltd.
Gross Bemard (1970). As quoted by Kogan in Sinq Smith in Public Relations my Alexander Hamiltion.
George, F. (1994). Corporate relations in the 90 time magazine, June 1994.
Kotten, P. (1988). Marketing management analysis planning implementation and control. 6 edition.
Kogan Iromgs (1987) Public relations (modern business service). Alexander Hamilitin.
