Abstract
This study examines Customer Perception and Influence of Media Campaigns on Retail Banking in Nigeria: A study of First Bank of Nigeria Ltd adverts. It is aimed at identifying various media used by First Bank of Nigeria Ltd in reaching out to its customers; determining the influence of media campaigns on the customers; determining the perception of the customers towards the bank’s advertisement. A survey research method was used; data was obtained from both primary and secondary. A total of hundred (100) questionnaires were purposively administered to selected customers of Bukuru branch of the bank to elicit information on their perception on its products and services and the efficacy of the various media adverts. The theory used for this study is Cultivation perception of Social Reality theory, which states that the audience should pay attention to mass communication messages, learn the contents of the messages and make appropriate changes in attitudes or beliefs or produce the desired behavioural responses. Uses and Gratification theory was used to examine how media consumers are influenced by the content. The study found that First Bank’s placement of adverts in the television, radio, newspapers, internet and billboards influence the customers’ perception on their products and services and recommends that, more of these media campaigns should be undertaken by the Bank to increase her level of profitability.
Highlights
Banking from inception has been practised without so much effort of media advertising, road shows, physical visit to both prospectives and customers alike
This study is aimed at investigating the influence of media campaigns on retail banking services in Nigeria
The First Bank of today has shifted her perspective of arm chair banking attitude to aggressive marketing in which the use of media campaigns, adverts placement in bill boards, internet, television, radio, road shows among others have attracted customers and the prospects alike into patronizing their products and services
Summary
Banking from inception has been practised without so much effort of media advertising, road shows, physical visit to both prospectives and customers alike. Due to changes in times and the development of both electronic and print media coupled with the stiff competition that resulted from licensing of new generation banks, banksnow make extra efforts, spend extra money to communicate their locations, ideas, services and products to the general public. Due to these paradigm shifts, banks discovered the need to aggressively and persuasively market themselves using media campaigns to project their image to the world. This study will point out the products, services and the media campaigns and what the customers of the bank think about them
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