Advertising as an Effective Promotional Tool in the Delivering of Banking Service.

Advertising As An Effective Promotional Tool In The Delivering Of Banking Service. (A Case Study Of Selected Commercial Bank In Delta State

Advertising roots can be traced to early history. Although advertising is primarily a private enterprise marketing tools. It is used in all countries of the word including socialist countries. It is a lot effective way to dissemination massage. Whether it be to build brand preference for coca-cola all over the world or to motivate a developing nation beginning of recorded history.

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A Pompeii wall painting praised a politician and asked for the people votes. Another early advertising form was the town crier. Another early advertising form was the mark that trades people placed on their goods, such as puffery.

The turning point in the history of advertising came in the year 1450 when Gutenberg invested the printing press.


Advertising development in Nigeria could be traced to about 1928 with birth of west African company (UAC). The company was setup to cater for the marketing activities of UAC in both Nigeria and other west African countries as at that time. The company was later transform to a full fledged adve3rtising firm in 1929 and was named Lintas with two other subsidiaries, Afromedia, the outdoor medium and Pearl/Dean, the cinema arm.

The development of modern advertising in Nigeria is synonymous with the development of links limited Lagos. In the 1980s advertising in Nigeria gathered momentum. This was due to the emergency of conventional retail let customers where able to choose and pick the goal they liked. The first radio commercial was sponsored by live- brothers Nigeria PLC for one detergent and product by WAI 1960. In the same year, television arrived on Nigeria and the first TV commercial was sponsored by Nigeria breweries maker of star larger beer and coca-cola of drink at the time. Today in Nigeria, advertising has become so sophisticated both in design and presentation of commercial massage there has been a tremendous increase in the number of advertising agencies in the country necessitated the formation of a regulation professional body called the Association of Advertising practitioners of Nigeria (A.A.P.N). This AAPN is charged with the overall Regulation and proper conduct of advertising in Nigeria.

SOURCES: Paraphrased from Lintas Lagos (1928-1978) publication on it’s fifty years of growing as in Aham Anyanow (1993) page 95.

Also Read: Corporate Advertising as an Effecting Promotional Tool in the Marketing of Banking Services

What is bank Marketing?

The word marketing conjures different images to different people in various fields, to the casual reader marketing would be seen to be a glossy term for selling and advertising to be informed mind however, marketing involves the continuous monitoring of customers need with a view to providing better products, services at a profit Ogunsanya G. 1980, Makan Mc man (1968) also once called market. The creation are delivery of a standard of living so more may , other definition of marketing exist and more may be involved over time , but the substance of marketing oriented will soon see the prophetic hand writing on the wall. Just as marketing is vital in the manufacturing oil and other, it is also important that the service industries and more so in banking. The defining marketing with special reference to bank, Water (1973) gave a 5 point definition.

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  1. Indentifying the profitable market now and in the future.
  2. Assessing the present and future needs of customers.
  3. Setting business development goals and making plans to meet them.
  4. Managing various banking services and promoting them to achieve the plan.
  5. Adoption to the fast changing environment.

From this definition it is clear that different banking system is changed on marketing from step by step definition above, bank must know the direction they are headed, know their customer very well dynamic environment. All business aim at profitability and these include banks. Such profits can only be achieved if may be made at the statement of the customer but in free market condition, to stay longer in business, banks must continually assess their operations  and see how far they are meeting the needs of their customer derive various utilities, time, place possession and from utilities. Bank marketing seeks to provide information the customers wants. The right place and the right world (Levy H.B 1984) the marketing services in the right place and in the firm place and time would involve analysis research, training and some other factors.

According to Onwuzuruoha(1984) , Bank marketing has to be concern itself with product development, effective training of personal to seek the various (services), research to determine the acceptability of proposed service or modification of existing one (provision of end) maintenance of branch office that are not enable. Bank draws their customers from broadly the same population but their public is by no means homogenous.

Thus in the marketing of banking services, bank must be conscious of the fact. Bank marketing should therefore try to define the various markets the bank aims at saving the bank should thus segment its market.

Stanton (1981) define marketing segmentation as the as the process of dividing the total of a heterogeneous market for a product into several submarket or segments, each tends to be homogeneous in all significant aspect. Due to recent development in the banking industry the marketing oriented banks would endeavor to segment its market.

Ekemezie mentioned some of this development the great increase both in the number of customers requiring banking and other financial services on the complexity of services they required. The more sophisticated use of computer, not only to handle electronic transactions which will previously handle manually (encouraging aims length impersonal banking) but to give central management  much more information on and control over the details and profitability of customer transaction and commercial initiatives. It should be noted at this stage that customers generally view services as fairly homogenous. Thus as Kotler (1988) say “the careless about the provider than the price” this be the case bank would need to arrive at a solution to beat price competition.

Bank for instance can use innovation features to distinguish its offer from that of other banks. In addition to he primary service, packaging secondary features may also be added. In marketing mix strategies for its services to help to achieve this. They must undertake certain steps these  include:

  1. Conducting market Analysis and research: the bank should know what the customer is buying ? And why? And so many others through analysis and research correct answers to this question.
  2. Product planning: this refers to all planning activities designed to prepare an assortment of product to meet the market demand, station product development refers to firm seeking increased sales by developing new or improved product for its current market.
  3. Pricing of service: this should take into account supply demand relationship of various times. Price should constantly be monitored in order to accommodate such consideration as location, season and psychology of the customer.

Finally, it can be said that days of traditional banking are over. Bank should now be more alert to various avenue, techniques and strategies while considering a multitude of other factors both within and outside the industry. banks must realize that with service, customers buying performance rather than a physical product ,since service are so abstract , the marketing presented must find a way to make a concept come from a customer.


The aim of advertising generally are to inform , persuade and convince and to remind. The broadly comprises the aim of corporate as well. However; like wish many areas of marketing , co-operate advertising has grown to such a stage where the broad aim have to narrow in others to get a deep understanding of the subject , for instance we are informing , what are we persuading or reminding  them about and why ?

Before delivering any detail one needs to know just what corporate advertising really is, Kotler (1988) sees it as the long term build up of an organization corporate image. Kogen (1973) believes that corporate advertising explain the continue research.

Engineering and management effort a company makes to improve the product or services form. These two definitions gets the impression that corporate advertising is not an adhoc after but long term continue. It’s concerned with research to improve its product and its corporate images enhancing bank corporate images is important. George F (1989) summed up the of goods corporate images. The part that corporate advertising plays in enhancing the corporate image vital. It may be said to be over riding arm of corporate advertising seeks to produce firm repetition. The argument for corporate advertising is based primarily on its preventive. If is perspective because you do it before it is needed. The right definition of corporate advertising. Though the ultimate goal of corporate adverting is top increase sales such devices as better labour relation goods will expand its area of operational interest in the company by investor and so are not left out.

The major objective of corporate advertising however is designed to:

  1. Enhance or maintain the companies reputation on goods will among specific public or business audience.
  2. Establish or maintain a level of awareness of the company’s name and nature of business.
  3. Establish the company’s concern for environmental and social issues.
  4. Educate the audience on n subject of importance to the company feature e.g profit, free enterprise economy.
  5. Ring about towards the company of its product with sterotype idea gradually facing out corporate advertising has seized to be a second rate marketing function grudgingly delegated to the P.H department but very important management advertising with the mention and importance of corporate advertising, it is no wonder that banks are beginning to sit up and take the: corporate advertising seriously. Thus as early as 1928, 7 banks spent 75billion in the media on advertising mostly spent in building up the banks corporate image.


This simple communication model shows that from the sender and receiver of the message there is also room for feedback. Nylen D.W(1980) thus in advertising there should be an avenue not j8ust for feedback but more important or measuring, or assessing how effective the corporate advertising is not an easy task for it is not always possible to take into account. There many other marketing mix factors which may have been used to achieve a successful out come. John March postulated that the impact of advertising can be assess before it is used (pretesting) pretesting can be carried out in a number of ways.

  1. Showing advertising to a representation sample of the target audience in order to get a reaction before the motion advertising campaign.
  2. Showing of a profit of advertising to a group of customers to set with one makes the best impression using recolor memory techniques.

Often however, advertising effective is measured in the effectiveness of the advert, two schools of thought may be considered, one school recognizes that the over all object of advertising is profitable sales and thus rear measurement of advertising effectiveness would be found in the profit and loss account of the bank.

In bank words how much sales were able to be achieved in this period using this advertising campaigns? This the stimulus in what is actually being evaluated Nylen D. (1980) points out problems that hinders this approach to assessing advertising these are:

  1. Advertising does not always have the sales objective in mind, in short term (long term objective and justification for is profitable sales ) some other public about a new experience or change of address e.t.c, measuring advertising effectiveness based on sales alone would not indicate if these objectives have been met or not.
  2. How is the measurement done? Since sales are influenced by multitude of factors, how do we then isolate the sales generated by one of these element of advertisement such factors as governing policies economic conditions and so on effect.
  • Media evaluation: did the programme perform a planned. Are there other media approach that could yield more effective result.
  1. Creative evaluation: was the creative programme that may be executed, are there alternative programme that may be more effective.
  2. Total plan evaluation: the overall of the overall objective. Several other element are evaluated to see how effective a bank advertising has been.

Theses include leadership measurement, media audience measurement. These are various technique used in accessing the impact of any advertising campaign. will only provide papers as a reference for your research. The papers ordered and produced should be used as a guide or framework for your own paper. It is the aim of to only provide guidance by which the paper should be pursued. We are neither encouraging any form of plagiarism nor are we advocating the use of the papers produced herein for cheating.

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