ABSTRACT
This project aims at focusing on the role of
advertising of bank products on bank profitability, it was written primarily
using United Bank for Africa as a case study.
The project contains five chapters, the introduction of the topic which deals
with Background of the study, statement of the problem, Research question,
Limitation of the study and historical background of United Bank for Africa. The literature review, where we defined
advertising types of advertising and essence of Advertising as a role of advertisement
of bank product. The research methodology try to explain how data are collected
and process together with the strategic employed in the research, research
design, instrument of data collection and method of data collection. The
analysis of result was presented using T-test method which discuss the result
and the policy issue concerning the project. The write-up recommendation and
conclusion deal with bringing out the main point of the project.
TABLE OF CONTENT
Title Page i
Certificate ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Contents vi-vii
CHAPTER ONE
1.0
Introduction 1
1.1 Background of the Study 1
– 2
1.2 Statement of the Study 2
1.3 Research Question 2
1.4 Objectives of the Study 2
1.5 Significant of the Study 3
1.6 Limitation of the Study 3
1.7 Historical Background of United for Africa {UBA} 3
1.8 Definition of the Terms 4
CHAPTER TWO
2.0 Literature Review 5
2.1 Definition
of Advertising 5
2.2 Objective
of Advertising 6
2.3 Definition
of Advertising Media 6
2.4 Types
of Advertising 7
2.5 Essence
of Advertising as a Role of Advertisement of Bank Product 7 – 8
CHAPTER THREE
3.0 Research
Methodology
9
3.1 Research
Design 9
3.2 Area
of the Study 9
3.3 Population
of the Study 10
3.4 Sample
and Sampling Procedure 10
3.5 Instrument
of Data Collection 10
3.6 Method
of Data Collection 11
3.7 Method
of Data Analysis
CHAPTER FOUR
4.0 Data
Presentation, Analysis and Interpretation. 12
4.1 Analysis
of Data 12
– 15
4.2 Testing
for the Hypothesis 15
– 17
4.3 Summary
of Finding. 17
CHAPTER FIVE
5.0 Summary,
Conclusion and Recommendation 18
5.1 Summary 18
5.2 Conclusion
18
5.3 Recommendation
20
– 19
References 20
Questionnaire 21
– 22
CHAPTER ONE
1.0 INTRODUCTION
Bank
advertising includes advertising performed by banking institutions. Apart from
advertising address to bank customers, this category may also include business
reports, information brochures of announcements on payment of new shares,
reports on investment program results and several other financial announcements
{information}.
The first type contains dominant
psychological message, while the latter involves factual or logically
verifiable messages, in order to impact banks product and service to current and
potential customers.
The selection of banking advertising
means depend on a bank’s targets group. Most banking institution address their
advertising to holders of small account and this advertise their product and
service through the mass media. The press and television are the preferred
means for larger banks that have branches across the country. Advertisement on
investment programs usually appear in almost all the circulation newspaper as
they are addressed to small investors. Many banking institutions rent space in
several exhibition and print information brochures to describe their activities
and service.
1.1 BACKGROUND
OF THE STUDY
Normally the general public today,
believe that for a business organization or enterprises to survive, make profit
and even achieve it’s aims and objectives it has to go through advertisement.
However, this system is needed by
profit making organization to make their products and services popular and
known to the people so that majority of the people can be turned to customers.
Advertising, in this case can be
simply defined or said to be the publishing of a particular product or services
of a business organization in order to gain the heart of the customers with the
aim of making profit. Advertisement of the bank improve the economic
development of a country. Therefore, advertising is an important aspect of
business formation and growth. It even determines the survival of a bank or an
establishment. After a careful analysis,
to think about the quality of the bank product or service need with references
to the taste of customers.
All these facts started above must
be in place before the bank comes up with a perfect means of advertising
techniques that will totally boost the product of banks completely.
Advertisement can be a useful tool
to promote your product above that of competitors. It serves as a promotional
tool in any organization that has to aim and objectives of profit maximization.
For a bank to last long, its products in the market must undergo certain
advertisement.
1.2 STATEMENT
OF THE PROBLEM
Most individuals in the word today do not believes in advertisement as a
promotional tools of making profit in business organization . This is as a result
of the fact that they believe advertising is just to show case product to
entire public in order to make profit. But it is unfortunate that even large
establishment still lack the mentally of getting their product advertised,
instead, they only engage their product in sales promotion which will definite
fade out within as short time. An adage says that “free things are inferior” that
is to say they are not valuable to the customers. Let’s take a critical look at
problems faced by the bank.
- Lack of awareness of the common duty.
- Much value or services by the
consumers
- Risk of loosing the customers.
1.3 RESEARCH
QUESTION AND HYPOTHEIS
The project research will attempt to provide answer to the following
research questions, which are as follow
i What
is the relationship between advertising and bank growth?
ii How
can a bank make best of advertising to its own advantage?
iii Is it true that lack of advertising
contributes to the failure of a bank or business organization?
iv Is
there any relationship between advertising and bank product?
1.4
OBJECTIVE OF
THE STUDY
Objectives of this study are as stated below:
1.
To find out if there is any relationship between
advertising and bank products.
2.
To make appropriate research on various advertising media
which are of good importance to bank product?
3.
To look at how advertising led to bank profitability.
1.5 SIGNIFICANT
OF THE STUDY
This research will focus mainly on
the issue concerning advertising as a promotional tool in relation to the
success and survival of bank products.
This study meant to see into ways by
which United bank for Africa (UBA) goes about advertisement in order to obtain
the essential market share.
1.6 LIMITATION
OF THE STUDY
The following factors sees as
constraints to the research while carrying out this study.
i.
Time constraint
ii.
Financial factor
iii.
Competent responds
1.7 HISTORICAL BACKGROUND OF UNITED BANK FOR AFRICA (UBA) PLC
History of United Bank for Africa (UBA) dated back to 1949 when the
British and French Bank Limited “BFB”
commenced business in Nigeria.
Today, United Bank for Africa Plc (UBA) is the product of the merger of Nigeria’s
third (3rd) and Fifth (5th) Largest banks, namely the old UBA and the Standard Trust Bank (STB)
respectively and a subsequent acquisition of the erstwhile Continental Trust
Bank Limited (CBT). The union emerged as the first successful corporate
combination in the history of Nigeria
banking.
United Bank for Africa (UBA) back to
1948 when the British and French Bank Limited commenced business in Nigeria
and the erstwhile STB and CTB both in 1990. Following Nigeria’s independence from Britain, UBA was incorporated in
1961 to take over the business of British and French Bank (BFB). Although
today’s UBA emerged at a time of industrial consolidation induced by
regulation. The consolidation UBA was borne out of a desire to lead the
domestic sector to a new era of global relevance by championing the creation of
the Nigeria consumer finance market, leading a private/public sector
partnership at supporting the acceleration of Nigeria economic development and
growing the institution from a banking to a one-step financial services
institution. While spearing its footprints across Africa
to earn the reputation as the face of banking on the continent.
Today, United Bank for Africa Plc (UBA),
having adopted the holding company model is one of Africa’s leadings financial
institution offering universal banking to more than 7.2 million customers
across 750 branches in 18 Africa countries with presence in New York, London
and Paris and assets in excess of $ 19 bn, UBA is your partner for banking
services for Africans and African related business globally.
UBA has the largest distribution
network in Nigeria
with over 6.5 million customers in personal, commercial and corporate market
segments. As of 30 September 2008, it had over 650 business offices, 296
deployed POS and 1332 ATMS and pioneered cheque acceptance ATMS in Nigeria. Its
over 14,000 staff globally are also referred to as “Lions and Lionesses”.
Regionally, the group has a presence in 18 African countries and in all major
financial centres. The bank currently operates in Nigeria,
Ghana, Ivory coast, Cameroon, Sierra
Leone, Liberia,
Uganda, Benin, Burkina
Faso and Senegal
and has unfolded plans to expand its banking operations to 15 additional
countries in Africa come 2009.
Records indicate that UBA is the
only Sub-Saharan bank with dual presence in the U.S and the U.K.
1.8 DEFINITION
OF TERM
Some basics terms used in this particular research project include the
followings;
i.
ADVERTISING:- This
is any means aimed at persuading member of the
public to procure or purchase of a particular product or services.
ii. CONSUMER:- This is the person to which the
advertisement and products/services are directed.
iii PROMOTION:- According to Adewoyin
O.A (2004) promotion Is any techniques that are persuasive communication, favourable
information about sellers product to potential buyers. It also provides a basis
for all activities of the organization that are perceived in the market. But in
planning their communication, promotion by definition, is any techniques that persuasively
convince the consumer to buy.
iv. MEDIA:-
This is a kind of equipment used for listening to programmes that
are broadcast to a large heterogeneous audience. It is also a process of
sending and receiving messages through the air using electro-magnetic waves. It
is an electronic devices which brings to
us information, education, entertainment, persuasion, selling, educative, news
interpretation and persuasive programmes it is a great communicating mechanism
ever designed and operate by man.
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