THE INFLUENCE OF ADVERTISING AND PERSONAL SELLING IN THE NEW PRODUCT OF COMMERCIAL BANKS. (A CASE STUDY OF UBA PLC OWERRI IMO STATE)
ABSTRACT
In today’s highly competitive marketing environment marketers do not stop at developing a new product, pricing, pricing it attractively and making it readily available to the target customers, they must communicate it to the target audience for them to succeed. This research work has therefore been made to appraise the influence of advertising and personal selling on new products of commercial banks in Owerri metropolis with specific interest on united banks for Africa (UBA) Plc. Generally speaking, economic growth is closely related to the commercial banks as their concern is to provide services to their customers, new product development and innovation is deemed necessary by operators so as to meet the immediate needs of its customers for minimum satisfaction yet, customer show no sign of improved favourable relationship even at the instance of radical improvement that has taken place in the product itself and the promotional tools via advertising and personal selling. In carrying our this research work, the researcher identified his objectives as follows;
- To identify the area of neglect by the commercial bank operators.
- To analyze the impact of advertising and personal selling on new products of commercial banks.
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of contents
CHAPTER ONE
1.0 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 Statement of Hypothesis
1.6 Significance of the study
1.7 Scope of the study
1.8 Limitation of the study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
2.1 Introduction
2.2 Advertising
2.3 History and development of advertising in Nigeria
2.4 Personal selling and its techniques
2.5 New product commercialization
2.6 Hierarchy of response models
2.6.1 AIDA model
2.6.2 Triangular model
2.6.3 Hierarchy of effect model
2.6.4 Communication process model
References
CHAPTER THREE
3.0 Research Design and Methodology
3.1 Introduction
3.2 Research Design
3.3 Sources/Methods of data collection
3.4 Population and sample size
3.5 Sample Technique
3.6. Validity and reliability of measuring instrument
3.7 Method of data analysis
CHAPTER FOUR
4.0 Presentation and analysis of data
4.1 Introduction
4.2 Presentation of data
4.3. Analysis of data
4.4 Test of hypothesis
4.5 Interpretation of results
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendations
5.1 Introduction
5.2 Summary of findings
5.3 Conclusion
5.4 Recommendations
References
Appendix
CHAPTER ONE
- INTRODUCTION
Any organization that creates a product or a service and them sets back and wait for things to happen. Usually discovered that not much does happen. The organization needs to tell its story to communicate with it potential customers. The fact is that the best (new) product have been created brilliantly packaged, rightly priced, magnificently distributed and well positioned to best suit the needs of the customer all those marketing effort would be a waste if, it has not been brought to the notice of the customers (current and potential) such is the essence of advertising and personal selling amongst others.
New products or ideas as the case may be, are not just produced to fulfill the creative instincts of man but to fill the demand gap originally, discovered through research. This however, justifies the notion that marketing begins and ends with consumers.
In the main time, it should be emphasized and not be over emphasized of the basic goals and objectives of business as was established by capitalist theorist, hence, the emergence of cut-throat competition in business today. It is this unbridled struggle that has persists among cooperate bodies in the quest for survival that necessitated various strategic measures for maximizing interest.
