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

1.0 Introduction - - - - - - - -1

1.1 Background of the study - - - - -1

1.2 Statement of problem- - - - - -4

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

1.4 Significance of the study - - - - -5

1.5 Research Questions - - - - - -6

1.6 Hypothesis - - - - - - - -7

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

1.8 Definition of Terms - - - - - -8

CHAPTER TWO

2.0 Literature Review - - - - - - -11

2.1 Historical Milestones in Advertising - -11

2.2 History and development of advertising in Nigeria -12

2.3 The corporate advertising objective - - -22

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

CHAPTER THREE

METHODOLOGY

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

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

3.3 Population of the study - - - - -33

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

3.5 Instrument for data collection - - - -35

3.6 Validation of the instrument - - - -35

3.7 Distribution and retrieval of the instrument- 37

3.8 Method of data Analysis - - - - -38

CHAPTER FOUR

4.1 Data Presentation and Analysis - - - -39

4.2 Data Presentation - - - - - -39

4.3 Testing of hypothesis - - - - - -46

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings - - - - -57

5.2 Conclusion - - - - - - - -58

5.3 Recommendations - - - - - -59

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

5.5 Suggestion 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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