THE IMPACT OF ADVERTISING IN A CORPORATE ORGANIZATION A CASE STUDY OF FIRST BANK OF NIGERIA PLC A PROJECT WORK PRESENTED

ABSTRACT

The purpose of this study is to Xray the uses of advertising in a corporate Organization in its areas of operation which mainly publics. But as a result of some constraints, this work has to be limited to the first Bank of Nigeria PLC only which is the case study.

TABLE OF CONTENTS

COVER PAGE I

TITLE PAGE II

APPROVAL PAGE III

DEDICATION IV

ACKNOWLEDGEMENT V

ABSTRACT VII

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY 1

1.2 STATEMENT OF RESEARCH PROBLEM 7

1.3 OBJECTIVE OF THE STUDY 8

1.4 SIGNIFICANCE OF THE STUDY 9

1.5 RESEARCH QUESTIONS 9

1.6 RESEARCH HYPOTHESIS 10

1.7 DEFINITION OF TERMS 12

1.8 ASSUMPTION 13

1.9 LIMITATIONS OF THE STUDY 15

CHAPTER TWO

LITERATURE REVIEW 16

REFERENCES 30

CHAPTER THREE

3.1 RESEARCH METHODOLOGY 31

3.2 RESEARCH DESIGN 32

3.3 RESEARCH SAMPLE 33

3.4 MEASURING INSTRUMENT 35

3.5 DATA COLLECTION 35

3.6 DATA ANALYSIS 36

CHAPTER FOUR

4.1 PRESENTATION AND ANALYSIS 37

4.2 TEST OF HYPOTHESIS 44

CHAPTER FIVE

5.1 NOTES 51

5.2 SUMMARY OF FINDINGS 58

5.3 CONCLUSIONS 59

5.4 RECOMMENDATIONS 60

BIBLIOGRAPHY 62