THE EFFECTIVENESS OF ADVERTISING ON BANKING SERVICES "A CASE STUDY OF DIAMOND BANK LTD
THE EFFECTIVENESS OF ADVERTISING ON BANKING SERVICES "A CASE STUDY OF DIAMOND BANK LTD
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Date
1999-11
Authors
OLUSEGUN, ALEX ADAMOLEKUN
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Abstract
Over the years, advertising has been seen by various authors as tool that can
assist an organization to achieve its goals and objectives.
However what is not clear is the degree to which a successful advertising
programme can really create such an impact whether for consumer products,
industrial products or services. For sure, there are other strategies which are
implemented alongside advertising in a bid to realize the firm's goals and
objectives.
In Nigeria, the banking industry has undergone a serious transformation by the
4 rising number of newly licensed and operational commercial banks thereby
creating a very competitive environment in contrast to the past
In a situation like this, many commercial banks have taken to advertising as one
strategy to help them keep pace with competition. This is after these new
generation banks have employed the marketing tool of market segmentation to
delineate the market. So advertising is just been used as a tool to reach out to
the potential target market of the bank.
Some of the objectives of this study include to determine the relevant factors
applied by Diamond Bank Ltd for segmenting the marketing; to determine the
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The researcher embarked on a well researcher literature review to explain the
various views, definitions and ideas generally held by various authors on the
subject of advertising.
The researcher highlights a brief historical background of the Diamond Bank
Limited. Also, there is a brief on the commercial banking products and services of
the bank.
The major research technique employed by the researcher for the gathering of
data for analysis is the interview method. The researcher made use of both
primary and secondary data in the course of this investigation
The research findings and recommendations are given to bring about a better
result oriented advertising by Diamond bank limited.
Description
BEING A RESEARCH WORK SUBMITTED TO THE POSTGRADUATE
SCHOOL OF AHMADU BELLO UNIVERSITY, ZARIA
IN PARTIAL FULFILLMENT OF THE AWARD
OF MASTER OF BUSINESS ADMINISTRATION (MBA) DEGREE
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION,
AHMADU BELLO UNIVERSITY, ZARIA
NOVEMBER 1999
Keywords
EFFECTIVENESS,, ADVERTISING,, BANKING SERVICES,, CASE STUDY,, DIAMOND BANK LTD.