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THE EFFECTIVENESS OF ADVERTISING IN COMMERCIAL BANKING IN NIGERIA; A COMPARATIVE STUDY OF FIRST BANK OF (NIGERIA) LIMITED AND UNION BANK OF (NIGERIA) LIMITED
ABSRACT
This study was undertaken to throw some light on the
growing uncertainty about the effectiveness of advertising in
commercial banking in Nigeria especially in a situation whore many
people do not believe in patronising banks.
Some critics have questioned the use of advertising and sales
promotion for the sales of goods and services on the grounds that
it adds to costs and consequently prices s ince costs influence
prices through the supply side).
Others have seen advertising and sales promotion as a
machinery for cheapening of goods because the additional costs
of time and resources that would have been wasted in the search effort
by consumers are removed.
It is these two propositions that prompted this study to
enable us understand the degree to which advertising activities
of commercial banks has been effective in Nigeria.
The fact that new commercial banks are springing up daily
and the existing ones are expanding their network of branches also
coupled with the fact that their advertising activities were taken into
consideration, a comparative study of First Bank of Nigeria Limited
and Union Bank of Nigeria limited was undertaken.
The importance of the customer to the achievement of
corporate goals cannot be over-emphasized. To
achieve the overall objective of the organization, it is essential to
make known its services to its target market especially with the
use of good language.
In the comparative study of First Bank and Union Bank,
it was found that duo to their advertising activities, the target
market are receiving the messages being put across to then.
Also advertising was found effective to some extent especially in
the generation of awareness. Although the amount expended on
advertising is yet to achieve the targeted response.
Commercial banks in Nigeria should endeavour to
improve on their services especially, trying not to make bourgeous
claims in their advertisements.
Government should also take active part in
regulating market in.’ n rns in Nigeria, especially to check
mis lead ing advertisement
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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