Appraisal Of Integrated Marketing Communication On Organizational Performance On The Banking Industry In Nigeria. (A Case Study Of Ecobank, Asaba, Delta State)

ABSTRACT

This research work investigated marketing communication on organizational performance in the banking industries. It has been noted that marketing communication elements which include advertisement, sale promotion, personal selling, public relation and publicity have not been thoroughly done by banking institutions. This was motivated by the desire to identify if' banks use marketing communication approach in service delivery and also to find the level of use of' marketing communication in service delivery. In the course of this study, various data were generated, presented and analyzed. For the presentation of analysis, it was discovered that most banks used promotional strategies such as newspaper and billboards to promote their service. In conclusion, it is necessary to communicate information about the service their benefits, new features etc. to the consumer. Considering the nature of banking services, banks also have to build up an image of reliability.