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