THE IMPACT OF ADVERTISING ON BANKING SERVICES (A CASE STUDY OF UNION BANK OF NIGERIA PLC) (KADUNA BRANCH
THE IMPACT OF ADVERTISING ON BANKING SERVICES (A CASE STUDY OF UNION BANK OF NIGERIA PLC) (KADUNA BRANCH
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Date
1998-11
Authors
BALARABE, ABUBAKAR
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Abstract
Banking in Nigeria through an era of unprecedented change and challenges
occasional primary by structural changes and related development in the
national economy. The banking sector more than ever before is characterized
by uncertainty, vitality of interest rates changing foreign exchanges polices, all
of which seem to generate fierce and unorthodox competition agog banks.
With the present trend of increasing and cut throat competition in the banking
sector, advertising becomes as impressive as provision of services itself. The
situation calls for nothing short of aggressive and persuasive advertisement of
baking services to retain a bank existing customers.
Unfortunately, advertising of banking services in a developing country like
Nigeria is fraught with diverse impediments inherent in the environment which
include weak data base system, lack of well developed money and capital
market and underdeveloped nature of available infrastructural services and lack
of well structured approach to the business of advertisement.
This study has dwelt on the issues involved in advertising of banking services
in Nigeria. The effort of the bank selected has been sufficiently discussed and
suggestions have been preferred on ways to improve services delivery and
advertising generally.
Its therefore hoped that scholars in the field of banking and advertising of
banking services will find this material interesting.
Description
BEING A RESEARCH PROJECT SUBMITTED TO THE MBA.
PROGRAM ME
FACULTY OF ADMINISTRATION,
DEPARTMENT OF BUSINESS ADMINISTRATION,
AHMADU BELLO UNIVERSITY, ZARIA
IN PARTIAL FULFILLMENT FOR THE AWARD OF THE
DEGREE OF MASTERS IN BUSINESS ADMINISTRATION
(M.B.A.)
NOVEMBER, 1998
Keywords
IMPACT,, ADVERTISING,, BANKING,, SERVICES,, CASE STUDY,, UNION BANK,, NIGERIA PLC,, (KADUNA BRANCK