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BUDGETING STRATEGIES IN ADVERTISING BANKING SERVICES: A CASE STUDY OF INTERCITY BANK PLC
ABSTRACT
Many methods are used for budgeting funds for adverting in a bank. Business executives attitude towards the advertising budget is that they will spend more money as long as they can be assured that it will bring in a profit. Banking services are basically marketing of their services and many marketers agree that without budgeting for advertisements in an organization, like bank, the marketing plan will be affected, advertising will then be very difficult to carryout if not impossible and done haphazardly without much achievement. The organization should consider some marketing warfare in order to get it’s own marketing shares. Such warfare like offensive, defensive, flanking and guerilla warfare when budgeting for it’s advertisements so as to know how to allocate funds based on the activities of it’s competitors. Analysis show that organizations and banks especially use various methods in allocating funds for advertisements in their companies, these methods are: Percentage – of-sales method, share of market method, Task or objective method, sales respond decay model, Empirical Research method, available funds method. Advertising as one of the four promotional tools others being (personal selling, publicity and sales promotion) is very relevant in this age and time when communication is needed for the creation of awareness of bank’s numerous services, therefore the power of advertising to inform, enlighten, and educate customers of the availability of services offered and it’s power to reach a wider audience faster makes it the best promotional tool preferred by banks. In view of this power of advertising on selling banking services to the public, a good and sizeable amount of funds must be set aside by bank Directors for the purpose of advertising their services frequently to that of their competitors in the industry. In this competitive era, only a sustained advertising and good advertising budget can win patronage for a bank.. The Nigerian citizenry are more exposed as ever; therefore, banks marketing departments must not over look good, innovative, and attractive strategies of budgeting for advertising that will give them a good market share. This study will find out in general what strategies used by organizations, like banks, to set advertising budgets in banking services using Intercity Bank plc as a case study.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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