ABSTRACT
This research work is on the impact of advertising in the marketing of banking services. This work was carried out in order to determine the impact of advertising in the marketing of banking services using Micro Finance Bank Plc Oko as a case study. As a matter of fact, financial industries are banks and other insurance firms.
Advertising can be defined as any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsors. This look at the various types of advertising that is required for the success of the service in the market.
In the first chapter, the researcher defined what a micro finance is and its operation in Nigeria. In the same chapter the researcher stated the research problems, the objectives declaring his intentions for carrying out this survey. Continuing the research also explained the significance of the study and eventually stated the research hypothesis, which was also tested and proves that the researcher analyzed data.
The second chapter has to deserve it traces down explaining how versatile the contribution of the advertising has been in the world economic developments. Following it up comes the literature works of eminent scholars their views were used to back up the personal and arguments.
Chapter Three is headed with the research design and methodology. The sample take for this study revolves around 30 people. The researcher also reflected here the percentages table and chi-square were used too for description of data analysis and hypothesis testing.
In chapter Four were the presentations and analysis of data. The researcher consider its important, to test the four hypothesis at this stage, also solutions to the problem were found. Findings also were made which the firm should consider.
Chapter Five shows the summary of the research findings, recommendation gearing that advertising help to build up firms good services or ideas.
TABLE OF CONTENT
Title pagei
Approval ii
Acknowledgementiii
Table of content v
Abstractxi
CHAPTER ONE
INTRODUCTION1
1.1Background of the study3
1.2Statement of problem5
1.3Purpose of the study6
1.4Significance of the study7
1.5Assumption of the study8
1.6Research questions9
1.7Hypotheses10
1.8Definition of terms11
CHAPTER TWO
2.0Literature Review 13
2.1A Brief introduction 13
2.2Review of current literature13
2.3Summary of literature review32
CHAPTER THREE
METHODOLOGY
3.0Brief Outline of the chapter33
3.1Design of the study34
3.2Area of the study34
3.3Population of the study35
3.4Sample of the study35
3.5Instrument for data collection36
3.6Validation of the instrument37
3.7Distribution and retrieval of the instrument 37
3.8Method of data analysis38
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS39
4.0Brief Introduction of the chapter 39
4.1Presentation and interpretation of data according to research questions and
hypothesis 40
4.2Findings60
4.3Discussion of findings 61
CHAPTER FIVE
5.0Summary, Conclusion and Recommendation76
5.1Summary of findings76
5.2Conclusion77
5.3Recommendations78
5.4Limitations of the study79
5.5Suggestion for further research79
References 81
Appendix A83
Appendix B84
Questionnaire 85