AN EVALUATION OF THE EFFECTIVENESS OF ADVERTISING IN CHANGING CONSUMER BEHAVIOUR (A CASE STUDY OF FIRST BANK OF NIGERIA OKPARA AVENUE CENTURY II ADVERT CAMPAIGN)

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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

Ho The century II Advert used by First bank of Nigeria does not generate consumer awareness of the campaign services.

The century II Advert used by First bank

TABLE OF CONTENTS

TITLE PAGE

APPROVAL PAGE

DEDICATION

ACKNOWLEDGEMENT

ABSTRACTS

TABLE OF CONTENT

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

1.2 STATEMENT OF THE PROBLEM

1.3 OBJECTIVE OF THE STUDY

1.4 HYPOTHESIS FORMULATION

1.5 SIGNIFICANCE OF THE STUDY

1.6 SCOPE OF THE STUDY

1.7 DEFINITION OF TERMS

CHAPTER TWO

LITERATURE REVIEW

2.1 OVERVIEW OF ADVERTISING

2.2 ADVERTISING OBJECTIVES

2.3 TYPES OF ADVERTISING

2.4 EVALUATION OF ADVERTISING EFFECTIVENESS31

2.5 OVERVIEW OF CONSUMER BEHAVIOUR

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

3.2 POPULATION OF STUDY

3.3 SAMPLE SIZE DETERMINATION

3.4 DESIGN OF QUESTIONNAIRE

3.5 QUESTIONNAIRE ADMINISTRATION

3.6 METHOD OF DATA ANALYSIS

3.7 LIMITATIONS OF THE STUDY

CHAPTER FOUR

DATA PRESENTATION ANALYSIS

4.1 DATA PRESENTATION ANALYSIS

4.2 TESTING OF HYPOTHESIS

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 SUMMARY OF FINDINGS

5.2 RECOMMENDATIONS

5.3 CONCLUSION

BIBLIOGRAPHY

APPENDIX

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AN EVALUATION OF THE EFFECTIVENESS OF ADVERTISING IN CHANGING CONSUMER BEHAVIOUR (A CASE STUDY OF FIRST BANK OF NIGERIA OKPARA AVENUE CENTURY II ADVERT CAMPAIGN)

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