ADVERSTISING AS AN EFFECTIVE PROMOTIONAL TOOL IN THE DELIVERING OF BANKING SERVICE. (A CASE STUDY OF SELECTED COMMERCIAL BANK IN DELTA STA
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
1. 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.
1.2 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.
1.3 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.
1.4 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.
1.5 RESEARCH QUESTIONS
It is that research works should be able to provide answers to the following research questions.
a) Do bank advertise from head office?
b) Are banks truthful in their corporate advertising?
c) Does corporate advertising influence the customer choice of banking?
d) Which of the promotional tool is the most effective for bank marketing?
e) Does corporate advertising by banks increase their customer awareness?