TABLE OF CONTENT
TITLE PAGE
CERTIFICATION
DEDICATION
ACKNOWLEDGMENT
TABLE OF CONTENT
CHAPTER ONE
- INTRODUCTION
- STATEMENT OF THE PROBLEM
- OBJECTIVES OF THE STUDY
- RESEARCH QUESTION
- RESEARCH HYPOTHESIS
- SIGNIFICANT OF THE STUDY
- DEFINITION OF TERMS
- PLAN ORGANIZATION OF THE STUDY
CHAPTER TWO
- LITERATURE REVIEW
- HISTORICAL BACKGROUND OF SKY BANK PLC
- DEVELOPMENT OF ADVERTISEMENT
- THE NEED FOR COMMUNICATION
- OBJECTIVE OF ADVERTISEMENT
- ADVERTISING MEDIA
- IMPLICATION OF ADVERTISING FOR THE BANKING INDUSTRY
- GETTING ATTENTION
CHAPTER THREE
- RESEARCH METHODOLOGY
- SOURCES OF DATA
- SAMPLE DESIGN
- METHOD OF DATA COLLECTION
- TECHNIQUE OF DATA ANALYSIS
CHAPTER FOUR
- DATA PRESENTATION
- DATA ANALYSIS
- INTERPRETATION OF DATA
CHAPTER FIVE
- FINDINGS
- SUMMARY
- CONCLUSION
- RECOMMENDATIONS
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
As human approaches 21st century with it owe-inspiring problems and opportunities company’s institutions and nations continually centre their attention on the growth of marketing sectors. In the years gone by there had been agrarian economy where people were self sufficient. With time however, division of labour set n contemporary society have now evolved specialized sectors as the banking sector the focus of this research work.
The immense of marketing in the banking sectors has for long been obvious what more there in Nigeria content with the coming of colonials along with their European culture featuring the establishment of African Banking Corporation in 1892. Then, it was shouldered with the function of distributing England notes (pounce sterling) in 1894. Commercial Banking activities began when Bank of British West Africa (BBWA) now First Bank of Nigeria Plc began operation in Lagos. Among many other banks that commence they were bank of America also known as Savana Bank then before liquidation as is well as Skye Bank Plc.
From the onset these banks have to rival the pre-existing traditional institution using. The fad of that time was News paper and radio which gave these banks competitive over the traditional institutions of using via advertisement. This seems a form of marketing communication to stimulate sales.
At this point, the emphasis of the pre-dominance of banks and other related financial intermediaries as commercial banks mortgage institutions e.t.c. is quite observable in any economic development of importance arc the laudable role they play in saving mobilization and surveyors of credits like every other business enterprises, they as well parade some product and services ‘which contribute to the economy of any country.
THE PRODUCT RANGE INCLUDES:
FINANCIAL ASSISTANCE
– Personal Loans
– Overdraft Loans
– Project Finance
– Loan Syndication
– Share loan Scheme
FINANCIAL ADVISORY SERVICES
– International Banking
– Exports
– Imports
– Dominance Accounts
– Remittance
– Specialized Schemes
– Agricultural Finance
– Housing Loan Schemes
– Warehouse Finance
– Bonds/Guarantees.
In as much as bank keep on offering their products and services they need to undertake special efforts to inform and persuade potential market towards patronizing in their favour. However, the evolving circumstances have posed many challenges on banks management. In the 1970’s the idea of rural banking scheme laws introduced by the Central Bank to discourage the inclination of banks toward urban orientation during the course to the ripple in the sake of this policy, the market place ‘was stirred by aggressive selling through serious advertisement medium undertaken by banks then Radio took the lead in the different media because of its fastest reach than other in rural areas.
It was not until the 1980’s and afterward that marketing made its full entrance into banking operation in Nigeria the Federal Military Government put up failed bank noted as well that the introduction of SAP Structural Adjustment Programme in 1986 played a positive role in increasing the number of banks, the reason is in the objectives of SAP, for its desire was to deregulates the economy and achieve economy recovery through the interplay of monetary satiable like money supply, interest rates etc hence by 1997. the number of licensed banks had gone up to 120 (excluding the development of specialized banks like NIDC, NBCI, NACB) the people banks finance houses e.t.c observable in this step increase in banks number is the entrance of new generation banks. Therefore, with this high number of stiff competition becomes the plight of banks.
The traditional big four had their domination, United Bank for Africa, Union Bank, First Bank and Skye Bank changed offered cheque encashment, saving deposit e.t.c and high tech marketing communication of course their regulations were inter put up but already the wheels of high tech advertisement has been set rolling and the role it plays, as marketing communication medium is immeasurable. Actually, advertisement is regarded as the marketing press visible feature in any form of non-personal presentation of product service or ideas by an identical sponsor is referred to as advertisement. These advertisement could either be on Radio, Television, Newspaper, Magazines, Billboard e.t.c. it can further be said that advertisement is investment which is properly conceive and executed that bring gratifying returns.
1.2 STATEMENT OF THE PROBLEMS
Banking business and the banking industry generally faced with certain problems in marketing their banking services. Among these problems are:
- Low quality product (service):- the quality so services provided by the financial institutions (banks) these days are very low quality.
- Inadequate promotional activities:- promotional activities like advertisement and publicity are still lacking people have not been quality enough on packages available from these financial institution.
- Unappealing price:- users of the services of the bank usually consider the prices charged by these institutions for their services not appealing.
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