CORPORATE ADVERTISING AS AN EFFECTING PROMOTIONAL TOOL IN THE MARKETING OF BANKING SERVICES (A CASE STUDY OF SELECTED COMMERCIAL BANK IN DELTA STATE)

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ABSTRACT

This study on “Co-operate Advertising as an effective promotional tool in the marketing of banking services, has tried to seek answers to the crucial question that plagues 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, its 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 the 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

1.0Introduction --------1

1.1Background of the study -----1

1.2Statement of problem------4

1.3Purpose of study -------4

1.4Significance of the study -----5

1.5Research Questions ------6

1.6Hypothesis --------7

1.7Scope of the study ------7

1.8Definition of Terms ------8

CHAPTER TWO

2.0Literature Review -------11

2.1Historical Milestones in Advertising--11

2.2History and development of advertising in Nigeria-12

2.3The corporate advertising objective ---22

2.4Measuring the effectiveness of corporate advertising --------26

CHAPTER THREE

METHODOLOGY

3.1Design of the study ------32

3.2Area of the study --- ----33

3.3Population of the study - ----33

3.4Sample of the study -- ----34

3.5Instrument for data collection ----35

3.6Validation of the instrument ----35

3.7Distribution and retrieval of the instrument- 37

3.8Method of data Analysis -----38

CHAPTER FOUR

4.1Data Presentation and Analysis ----39

4.2Data Presentation ------39

4.3Testing of hypothesis ------46

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1Summary of Findings -----57

5.2Conclusion --------58

5.3Recommendations ------59

5.4Limitation of the study ------62

5.5Suggestion for further research -----63

References --------65

Appendix A --------68

Questionnaire -------69

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CORPORATE ADVERTISING AS AN EFFECTING PROMOTIONAL TOOL IN THE MARKETING OF BANKING SERVICES (A CASE STUDY OF SELECTED COMMERCIAL BANK IN DELTA STATE)

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