ABSTRACT 

The researcher investigates “Personal Selling And Advertisement On The Diffusion Of Bank Products (A Case Stu dy Of First Banks In Owerri)”.     The researcher evaluates the effect of advertising and personal selling on the diffusion of banks new product and to understand how it influences the perception of bank customers. In order to achieve the stated objective, primary data was collated from questionnaires that were through a field survey. The data collected was analyse using single percentage method and the analysis of variance statistical technique(ANOVA) used for further statistical inference. This work is a touch store to sensitizing researchers, academic practitioners and professional on the need for research work and further studies especially on the area of diffusion and innovation, advertising and personal selling for it will lead to the development of our social and economic conditions as well as our technical expertise.  Finally, both the industrial and consumer market, the entire banking industry, governmental and non governmental organizations and other institutions, particularly first banks will find this of immense benefit. This is so because this work will establish the most economic and viable means of audience response in terms of clientele. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgment v

Table of contents vi

List of Tables viii

List of figures ix

Abstract x

CHAPTER ONE

INTRODUCTION

1.1 Background Of The Study 1

1.2 Statement Of Problem 4

1.3 Objectives Of The Study 5

1.4   Research Questions 6

1.5  Research Hypotheses 6

1.6 Significance Of The Study 7

1.7 Scope Of Study 8

1.8 Definition Of Terms 8

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Historical Background Of The First Bank 10

2.2 Critical Analysis Of Advertising Organization 13

2.3 The ACCA Model 13

2.3.1 Three Phase Psychological Model 15

2.3.2 The Triangular Model Of Advertising 16

2.4 Advertising ` 17

2.4.1 Media – Their Advantages And Disadvantages 22

2.5   Personal Selling 26

2.6   Diffusion 32

2.7  Innovation 34

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 Preamble 39

3.1 Research Design 39

3.2 Population Of The Study 40

3.3 Sample Design 41

3.3.1 Sample Unit 41

3.3.1.1 Sample Size 42

3.3.2 Sampling Procedure 44

3.3.3 Sampling Method 44

3.4 Sources Of Data  44

3.5 Validity Reliability And Of Sampling Instrument 45

3.6 Instrument Of Data Collection 45

3.7  Statistical Techniques 46

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Preamble 49

4.2 Questionnaire Analysis 50

4.3 Test Of Hypotheses 62

4.3.1 Hypotheses Two 66

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION 71

5.0 Preamble 71

5.1 Summary Of Findings 71

5.2   Conclusion 72

5.3 Recommendations 73

5.4 Suggestion For Further Studies 74

References 75