THE IMPACT OF ADVERTISING ON CUSTOEMR PATRONAGE IN UNION BANK OF NIGERIA PLC, KADUNA

ABSTRACT Advertising is an economic promoter with the attribute of persuasiveness. In formativeness has an important contribution to make in terms of increasing sales or demand for the services they rendered and hence increase profitability and also helps customers in making decisions or choice of demand or spend their income wisely. The researcher will have to analyze the impact of advertising on patronage with special attention on service industry. The researcher identify the effect which advertising have as regards to generating revenue for the service industry. This research work take into consideration the various advertising channels such as Television, Radio, Posters, Newspaper etc. and the ways in which consumers respond to them. In this research, personal interviews, questionnaire and documentary methods were used to gather the necessary information’s, which   were analyzed. A mean statistic was used to analyze the data collection, convenient analyses and tabulation. A total no of 20 respondents was used, also about for (20) questionnaires were given to staff of union bank for answers to be supplied by them. The researcher therefore try to put forward some suggestion that may be revealed and helpful to the industry after all the respondent and questionnaire were analyzed and recommendations were made as to know how advertisement can really increase patronage and better sales volume can be achieved in the service industry.   TABLE OF CONTENTS Title page----------i  Declaration---------ii Approval page---------iii Dedication----------iv Acknowledgement--------v Abstract----------vii Table of Contents--------viii
CHAPTER ONE 1.1Background of the Study------1 1.2Statement of General Problem-----4 1.3Aims and Objectives-------7 1.4Significance of the Study------8 1.5Research Questions-------9 1.6Scope of the Study-------10 1.7Limitation of the Study------10
CHAPTER TWO  LITERATURE REVIEW  2.0Introduction--------12 2.1Definition of Advertising------12 2.2Advertising Media-------14  2.3Types of Advertising-------20  2.4Classes of Advertising-------22 2.5Advertising as a major factors infusing Sales--31 2.6Roles of Advertisement------35
CHAPTER THREE    3.0Introduction--------38 3.1Research Design-------38 3.2Area of Study--------38   3.3Population of the Study------39  3.4Sample Size and Sampling Procedure----39  3.5Instrument of Data Collection-----39 3.6Validity of the Study-------42 3.7Reliability of the Study------43 3.8Method of Data Collection------43 3.9Method of Data Analysis------43
CHAPTER FOUR  DATA PRESENTATION AND ANALYSIS  4.0Introduction--------45 4.1Characteristics of Respondents-----45 4.2Presentation and Analysis of Data----48  4.3Summary of Findings-------53 4.4Discussions of Findings------53
CHAPTER FIVE  SUMMARY, CONCLUSION AND RECOMMENDATION 5.1Summary---------55 5.2Conclusion---------56 5.3Recommendation-------57 Bibliography--------60 Appendix---------61