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AN EVALUATION OF THE EFFECTIVENESS OF ADVERTISING IN CHANGING CONSUMER BEHAVIOUR

 

ABSTRACT

 

This project work was an evaluation of the effectiveness of advertising in improving consumers behaviours using First Bank of Nigeria Plc Century II Advert Campaign as a case study.

 

 

 

To examine certfically the level of awareness generated to find out the medium through which the awareness was created.

 

 

 

The population of study includes the relevant staff and management of First Bank of Nigeria Plc. And its customers within Enugu metropolis.

 

 

 

The sample size was determine using Topmans formula. Random sampling  and pilot survey was also conducted in determining the sample size.

 

 

 

Based on this the following hypothesis was formulated

 

 

TABLE OF CONTENTS

 

 

 

TITLE PAGE                                                                II

 

APPROVAL PAGE                                                      III

 

DEDICATION                                                               IV

 

ACKNOWLEDGEMENT                                             V

 

ABSTRACTS                                                               VII

 

TABLE OF CONTENT                                                         VIII

 

CHAPTER ONE

 

INTRODUCTION

 

1.1    BACKGROUND OF THE STUDY                    1

 

1.2    STATEMENT OF THE PROBLEM                            5

 

1.3    OBJECTIVE OF THE STUDY                          6

 

1.4    HYPOTHESIS FORMULATION                       7

 

1.5    SIGNIFICANCE OF THE STUDY                    8

 

1.6    SCOPE OF THE STUDY                                  9

 

1.7    DEFINITION OF TERMS                                  9

 

 

 

CHAPTER TWO

 

LITERATURE REVIEW

 

2.1       OVERVIEW OF ADVERTISING                      12

 

2.2       ADVERTISING OBJECTIVES                         21

 

2.3       TYPES OF ADVERTISING                              24

 

2.4       EVALUATION OF ADVERTISING EFFECTIVENESS31

 

2.5       OVERVIEW OF CONSUMER BEHAVIOUR 33

 

2.6       The ROLE OF CONSUMER BEHAVIOUR- IN MARKETING  

 

2.7       EFFECT OF ADVERTISING ON THE BEHAVIOUR OF FIRST BANK CUSTOMERS

 

CHAPTER THREE

 

RESEARCH METHODOLOGY

 

3.1    SOURCES OF DAT                                          45

 

3.2    POPULATION OF STUDY                               46

 

3.3    SAMPLE SIZE DETERMINATION                            46

 

3.4    DESIGN OF QUESTIONNAIRE                       47

 

3.5    QUESTIONNAIRE ADMINISTRATION           48

 

3.6    METHOD OF DATA ANALYSIS                      49

 

3.7       LIMITATIONS OF THE STUDY                       50

 

CHAPTER FOUR

 

DATA PRESENTATION ANALYSIS

 

4.1       DATA  PRESENTATION ANALYSIS              64

 

4.2       TESTING OF HYPOTHESIS                                     79

 

 

 

CHAPTER FIVE

 

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

 

5.1       SUMMARY OF FINDINGS                               88

 

5.2       RECOMMENDATIONS                                     89

 

5.3       CONCLUSION                                                   90

 

BIBLIOGRAPHY                                                          93

 

APPENDIX                                                                   92


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