The Effect Of Corporate Advertising On Commerical Banks A Study Of Skye Bank Umuahia Branch Abia State

ABSTRACT

 Customer satisfaction is the prime focus of business activities and marketing. In this view, the research involved an extensive investigation into the impact of corporate advertisement on commercial banks operating in Umuahia (a study of Syke Bank pie). The major objective in this research work is to ascertain the best advertising technique that would aid in increasing the marketing share of the bank that would in turn help in the actualization of the pre-determined goals and objectives of the bank which includes growth, profit maximization and liquidity. In conducting this research work a sample size of one hundred and thirty-five (135) was used, and the statistical technical used was chi-square (x) in the process of hypothesis testing. It discovered that these is a correlation between corporate advertisement and the overall performance of the bank (Skye Bank Pie). Further, the research found out that product differentiation is not just the best alternative in the competitive advantage. Further more, the researcher recommended that the practice of market segmentation should be adopted to achieve better customer satisfaction which is the rationale underlying the philosophy of marketing