ADVERSTISING AS AN EFFECTIVE PROMOTIONAL TOOL IN THE DELIVERING OF BANKING SERVICE (A CASE STUDY OF SELECTED COMMERCIAL BANK IN DELTA STATE)
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ADVERSTISING
AS AN EFFECTIVE PROMOTIONAL TOOL IN THE DELIVERING OF BANKING SERVICE (A CASE
STUDY OF SELECTED COMMERCIAL BANK IN DELTA STATE)
ABSTRACT
This study
on “Advertising as an effective promotional tool in the delivering of banking
services has tries to seek answer to the crucial question that plagues the
memory of researchers question on how co-operate advertising acts as an
effective promotional tool in the marketing of banking service , its value and
importance’s. Chapter one deals with the general introduction of the study, its
background and analysis, statement of the study significance the research
question and most importantly the definition of terms. Chapter two of the study
examines extensively difficult views such as literature review, observation 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 e used which is survey method, design, sample size
and population. Chapter four is about data analysis and result. Chapter five
summarizes the study and deals with recommendations.
CHAPTER ONE
INTRODUCTION
1 BACKGROUND
OF STUDY
Business is
like a bicycle, either you keep moving or you fall down. Over the century, man
has been able to achieve many fear is the ability to like the whole world
together invisible thread called Communication. Without communication, we
utterly be isolated groups without the coordination we have today. In
prehistoric times, communication was haphazard and primitive, with however the
need for a better organized and developed system of communication became more
and more crucial. In marketing, the need for communication can not be over
emphasized. When a firm has developed the perfect product or services, have
price of it attractively and has model accessible to the target customers, yet
the customers are unaware of all these, the success of such effort may be
unwanted. Marketing is used to achieve these aim, and various tools are used to
achieve the firm’s communication objectives such tools are advertising, sale
promotion, personal selling and publicity, it has been used by firms in the
marketing communication, however advertising has often being employed, it
reaches a much wider audience than any other tool would normally reach. Cyman
(1969), contends that advertising is concerned with conveying a product or
services and, companies producing that goods or services to the potential
buyers.
Banks
provides a way of services to the customers. It is hence necessary to
communicate these services, their benefits and new features a customer
considering the financial aspect of the banking services, banks also have to
build an image to respect ability and viability through co-operative
advertising. When there is confidence response in banks, the customers should
be better disposed to have dealings with them, hence a bank to constantly
inform its customers (present and potential) about its services and about
itself in order to build an image.
STATEMENT OF
THE PROBLEMS
Banks are
custodians of customer trust. They don’t simply provide financial services they
also provide peace of mind to the customers with this on mind, the bank
corporate advertising plans should ensure that the customer is well informed
about its offers, solution to solve problems. A number of banks are seeing the
importance of advertising, but some are still adhere after not something that
should be done all of the time based on the above, this study aims at examining
the extent to which banks carry-out advertising co-operative and the
effectiveness of such campaign.
PRUPOSE OF
THE STUDY
This study
is aimed at finding out the extent to which certain has gone in exchanging
co-operative advertising as a part of the marketing strategy used, the effect
by some bank customers marketing recommendation for effective co-operative
advertising banks.
SIGNIFICANCE
OF THE STUDY
The age-old
banking tradition was to sit down and wait for customer, such a step should be
suicidal. A bank with state of the art facilities and services may still not
make such heavy profit if it does not talk. And with problem arise step to
correct the situation, may take a little too late. It is hoped that through
this study, insight can be gained to established, maintain and improve line of
communication between the bank and its public. When its public understand
policies aspiration etc, a more efficient banking system can be hoped for with
room-still for further improvement.
RESEARCH
QUESTIONS
It is that
research works should be able to provide answers to the following research
questions.
Do bank
advertise from head office?
Are banks
truthful in their corporate advertising?
Does
corporate advertising influence the customer choice of banking?
Which of the
promotional tool is the most effective for bank marketing?
Does
corporate advertising by banks increase their customer awareness?
HYPOTHESIS
In carrying
out the study, the researcher will work with the under listed hypothesis so
formulated shall be the end of the study.
The customer
awareness of bank activity is not to increase with more corporate advertising.
Customer
awareness is not the most effective promotional tool in the corporate
advertising
SCOPE OF THE
STUDY
Through literature have not been written on
the topic corporate advertising as all effective promotional tools in the
marketing of banking service, 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
tough. The only way to stay in business is to move profit and corporate
advertising help to achieve the profit goals.
Banks can
only continue to make profit in so far its public that it is deserves to
continue it operation by corporate advertising generally seeks to achieve the
following.
DEFINATION
OF TERMS
Bank: this
is an organization authorized by the central Bank of Nigeria (CBN) through the
insurance banking license to accept deposit from members 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 grating of money,
loan and acceptance of credit or the purchasing and sales of security for the
amount of others or the incurring of the obligation on the acquire claims in
respect of loan prior to their maturity or the assumption of the 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 Gazette Designates as banking
business.
Bank
Marketing: the creation and delivery of customers satisfying service at a
profit. Bank marketing is called to develop a distinctive brand image which is
considered the capital reputation of financial institution.
Corporate
Advertising: it is a promotional strategy that is designed to not only interest
customers in product and service offered by the company, but also to cultivate
a positive reputation among consumers and others within the business world.
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