The Effectiveness Of Advertising In Commercial Banking In Nigeria; A Comparative Study Of First Bank Of (Nigeria) Limited And Union Bank Of (Nigeria) Limited

📄 Project Abstract

This study was undertaken to throw some light on the growing uncertainty about the effectiveness of advertising in commercial banking in Nigeria especially in a situation whore many people do not believe in patronising banks. Some critics have questioned the use of advertising and sales promotion for the sales of goods and services on the grounds that it adds to costs and consequently prices s ince costs influence prices through the supply side). Others have seen advertising and sales promotion as a machinery for cheapening of goods because the additional costs of time and resources that would have been wasted in the search effort by consumers are removed. It is these two propositions that prompted this study to enable us understand the degree to which advertising activities of commercial banks has been effective in Nigeria. The fact that new commercial banks are springing up daily and the existing ones are expanding their network of branches also coupled with the fact that their adver...