THE EVALUATION OF THE EFFECTIVENESS OF ADVERTISING IN CHANGING CONSUMERS BEHAVIOURS

ABSTRACT

This study was on the Evaluation of the Effectiveness of Advertising in changing Consumers Behaviour A case Study of First Bank of Nigeria PLC., Okpara Avenue Enugu. examined some of the factors that helps change the attitude or behaviours of customers when they are faced with a new or an old existing product.

The literature review was basically on theoretical frame work, historical background and current literary meanings of advertising by different authors and marketing experts especially those writers who have written immensely on the topic or relevant to it.

During the course of this work, the research design method used was descriptive method, while both primary and secondary sources of data collections were used.

The total population size of the company was 245 out of which questionnaires were drawn from 95 staff of the business organization that constituted the sample size.

The sample size were drawn from the staff and customers of the bank. The method used in data presentation was simple percentage while chisquare X2 method was used in testing the hypotheses, the findings were that First Bank of Nigeria staff saw advertising as the key to changing the behaviours of consumers and therefore recommend that, First Bank of Nigeria should adopt advertising as a tool, that will help change the attitude of consumer which includes, bill boards, posters, Tv, Radio, magazines, newspapers etc. in order to change their various behaviours.

TABLE OF CONTENTS

Title page i

Approval page ii

Dedication iii

Acknowledgement iv

Abstract v

Table of contents vi

CHAPTER ONE

INTRODUCTION 1

1.1 Background of the Study 1

1.2 Statement of the Problems 4

1.3 Objectives of the Study 5

1.4 Scope of the Study 6

1.5 Significance of the Study 6

1.6 Definition of Terms 7

CHAPTER TWO

LITERATURE REVIEW 11

2.1 An Overview of Advertising 11

2.2 Advertising Objective 20

2.3 Types of Types of Advertising 23

2.4 Evaluation of Advertising Effectiveness 29

2.5 Overview of Consumer Behaviors 33

2.6 The Role of Consumer Behavior in Marketing 42

The Effectiveness of Advertising on the

Belabor of First Bank of Nigerias Consumers 45

CHAPTER THREE

3.1 Sources of Data Collection 48

3.1.1 Primacy Sources 48

3.1.2 Secondary Sources 48

Population Of Study 48

3.3 Sample Size Determination 49

3.4 Sampling Procedure 49

3.5 Design of Questionnaire 51

3.6 Validity and Reliability of the Research Instruction 51

Method of Data Analysis 52

CHAPTER FOUR

4.1 Data Presentation 53

CHAPTER FIVE

Summary of Findings, Recommendations

and Conclusion. 72

Summary of Findings. 72

Recommendations. 73

Conclusions. 74

Reference 76