INTRODUCTION

Marketing communication which is the focus of the study is the information flow between the sellers and potential buyers in the channels of influence, attitudes and behaviours in the firms and in the consumption pattern of households. It has to do with informing, reminding, persuading and educating firms andhouseholds (Clow and Donald, 2007).

Kotler and Amstrong, (2008) states that marketing communications are means by which firms attempt to inform, persuade and remind customers directly or indirectly about the brands that they market and this plays pivotal role when banks design their internet banking platforms and formulate marketing communication strategies for internet banking.

Marketing communication  is also seen in another diamension as all strategies, tactics and activities involved in getting the desired marketing message to  intended target markets regardless  of the media use. Most service marketers have access to numerous forms of  communictaion, referred to colectively as the marketing communication mix. The mix includes advertising, personal selling, publicity and public relations, sales promotion, instructional materials and corporate design. (Lovelock and Wirtz, 2004).

Marketing communication is very important and at the same time challenging in the commercial banks. This is because the intangible natures of banking services play a decisively challenging role in conviencing customers as to value of banking. The marketing communication mix element have become important players in the life of  so many businesses. They help in moving                        market offering (goods, services and ideas etc) from manufactureres/ sellers  to end users to build and maintain relationship with customers, prospects and other stakeholders of the company (Harris, 1988). However, marketing strategies stresses on relationship building in addition to producing sales that will force marketers to consider all the elements in the marketing communication mix (Marcommwise, 2006).

A successful marketing communication relies on sound management descision regarding the cordination of the various elements of promotional mix. To this end, a new way of viewing marketing communication emerge in the 1990s, called intergrated marketing communication, this perspective seeks to orchestrate the use of all forms of the promotional mix to reach customers at different levels in new and better ways. The holistic marketing approach for services requires external marketing which deals with interaction of  the company’s product, price, distribution channels and promotional activities, as well as with stake holders (Lancaster and Reynolds, 2004).

Fill (2005), opined that marketing communication should be an audience- centered activity. In this sence, it is important that messages should  be based on a firm’s understanding of both the needs and the environment of the audience. So to be successful, marketing communications should be grouped into the behaviour and information processing needs and style of the target audidence. However, where competition or other impediments to positive consumer actions exist, such as lack of motivation or conviction, a promotional programme is developed and used to communicate with the target group. 

TABLE OF CONTENT

CHAPTER ONE: INTRODUCTION  

1.1 Background of the study    

1.2 Statement of the problem

1.3 Objectives of the study   

1.4 Research Question         

1.5 Research Hypotheses        

1.6 Significance of the study         

1.7 Scope of the study        

1.8 Limitation of the study                                                              

 SECTION TWO: REVIEW OF RELATED LITERATURE

CHAPTER THREE: RESEARCH METHODOLOGY

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION ON FIND

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1      Summary of Findings                                                                                           

5.2      Conclusion                                                                                                             

5.3      Recommendation                                                                                           

            Bibliography                                                                                                    

             Appendix II