ABSTRACT

The continuous reliance on advertising by financial institutions, suggests an appreciable level of trust as a communication tool. Advertising media which uses electronic energy to transmit information to the end user is called electronic media advertising. (Radio and Television). Advertising media in form of printed articles is referred to as print media (Newspaper and Magazines). The broad objective of this is to examine the Effect of Advertising Media on Customers’ Patronage for Banking Service in Abia State, Nigeria (A Study of First City Monument Bank PLC). The specific objectives include describing the socio - economic characteristics of the respondents; to examine the impact of electronic advertisement on customers’ patronage; to ascertain the impact of print media advertisement on customers’ patronage and to evaluate the effect of advertisement in promoting banking services. The data was analysed based on the objectives of the study. Questionnaires were administered to 139 FCMB customers including branch managers and customer care personnel. Statistical Package for Social Sciences (SPSS) was used to analyse the data. Results from the analysis shows that majority of the respondents 39.56% strongly agree that print media (newspaper and magazines) have positive impact on advertisement of FCMB banking services in Abia state. The study also revealed that electronic media ads were carried out as a competitive strategy to promote the bank and increase its market share and exposure against competitors. It is therefore recommended that FCMB should also increase media for advertising from television and radio (electronic media) to bill board, posters and pamphlets so that advertising message will reach many people.

TABLE OF CONTENT

Tittle Page i

Research Evaluation                      ii

Declaration iii

Certification iv

Dedication v

Acknowledgement vi

Table of content vii

Lists of table viii

Abstract xii

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study 1

1.2 Statement of the problem 3

1.3 Objective of the Study 4

1.4 Research Question 5

1.5 Research Hypotheses 5

1.6 Scope of the Study 6

1.7 Significance of the Study 6

1.8 Definition of the Study 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE 

2.0 Conceptual framework 8

2.1 Advertising media 8

2.1.1 Television advertising and customer patronage for banking services 9

2.1.2 Radio advertising and customer patronage for banking service 10

2.1.3 Newspaper advertising and customer patronage for banking services 11

2.1.4 Magazine advertising and customer patronage for banking services 12

2.2 Objectives of advertising media 14

2.3       Role of Advertising media           15

2.4 Theoretical framework 16

2.5 Empirical framework 18

2.6 Marketing Efficiency Model/Data Envelopment Analysis (DEA) 21

CHAPTER THREE: RESEARCH METHODOLOGY 23

3.1 Research Design 23

3.2 Area of Study 23

3.3 Source of Data/Method 24

3.4 Population of the Study 24

3.5 Sampling Techniques and Sample Size 25

3.6 Validity of Instrument 25

3.7 Method of Data Analysis 26

3.8 Reliability of Instrument 26

3.9 Model of Specification 26

CHAPTER FOUR: RESULT AND DISCUSSION 28

4.1 Socio-Economic Characteristics   of Respondent                                    28

4.2 Impact of Electronic media (Television and Radio) advertisement on customers’ patronage.

4.3 Impact of Print Media (Newspaper and Magazines) Advertisement on customers’ patronage                                 4.4 Effect of Advertisement in Promoting Banking Services 37

CHAPTER FIVE: SUMMARY CONCLUSION AND POLICY

 RECOMMENDATION

5.1 Summary

5.2 Conclusion

5.3 Policy Recommendation

REFERENCES                         

 APPENDIX