This project aims at focusing on the role of advertising of bank products on bank profitability, it was written primarily using United Bank for Africa as a case study. The project contains five chapters, the introduction of the topic which deals with Background of the study, statement of the problem, Research question, Limitation of the study and historical background of United Bank for Africa. The literature review, where we defined advertising types of advertising and essence of Advertising as a role of advertisement of bank product. The research methodology try to explain how data are collected and process together with the strategic employed in the research, research design, instrument of data collection and method of data collection. The analysis of result was presented using T-test method which discuss the result and the policy issue concerning the project. The write-up recommendation and conclusion deal with bringing out the main point of the project.


Title Page i

Certificate ii

Dedication iii

Acknowledgement iv

Abstract v

Table of Contents vi-vii


1.0 Introduction 1

1.1 Background of the Study 1 – 2 

1.2 Statement of the Study 2

1.3 Research Question 2

1.4 Objectives of the Study 2

1.5 Significant of the Study 3

1.6 Limitation of the Study 3

1.7 Historical Background of United for Africa {UBA} 3  

1.8 Definition of the Terms 4  


2.0 Literature Review 5

2.1 Definition of Advertising 5

2.2 Objective of Advertising 6

2.3 Definition of Advertising Media 6

2.4 Types of Advertising 7

2.5 Essence of Advertising as a Role of Advertisement of Bank Product 7 – 8 


3.0 Research Methodology 9

3.1 Research Design 9

3.2 Area of the Study 9

3.3 Population of the Study 10

3.4 Sample and Sampling Procedure 10

3.5 Instrument of Data Collection 10

3.6 Method of Data Collection 11

3.7Method of Data Analysis


4.0 Data Presentation, Analysis and Interpretation. 12

4.1 Analysis of Data 12 – 15 

4.2 Testing for the Hypothesis 15 – 17 

4.3 Summary of Finding. 17


5.0 Summary, Conclusion and Recommendation 18

5.1 Summary 18 

5.2 Conclusion 18  

5.3 Recommendation 20 – 19  


Questionnaire 21 – 22 

CHAPTER ONE1.0   INTRODUCTIONBank advertising includes advertising performed by banking institutions. Apart from advertising addresses to bank customers, this category may also include business reports, information brochures of announcements on payment of new shares, reports on investment program results, and several other financial announcements {information}.The first type contains a dominant psychological message, while the latter involves factual or logically verifiable messages, in order to impact the bank's products and service to current and potential customers.The selection of banking advertising means depends on a bank’s target group. Most banking institution addresses their advertising to holders of small accounts and this advertises their product and service through the mass media. The press and television are the preferred means for larger banks that have branches across the country. Advertisement on investment programs usually appears in almost all the circulation newspapers as they are addressed to small investors. Many banking institutions rent space in several exhibition and print information brochures to describe their activities and service.1.1   BACKGROUND OF THE STUDYNormally the general public today, believes that for a business organization or enterprises to survive, make a profit, and even achieve its aims and objectives it has to go through the advertisement.However, this system is needed by the profit-making organizations to make their products and services popular and known to the people so that majority of the people can be turned into customers.Advertising, in this case, can be simply defined or said to be the publishing of a particular product or service of a business organization in order to gain the heart of the customers with the aim of making a profit. Advertisement of the bank improves the economic development of a country. Therefore, advertising is an important aspect of business formation and growth. It even determines the survival of a bank or an establishment.  After a careful analysis, to think about the quality of the bank product or service need with references to the taste of customers.All these facts stated above must be in place before the bank comes up with a perfect means of advertising techniques that will totally boost the product of banks completely.Advertisement can be a useful tool to promote your product above that of competitors. It serves as a promotional tool in any organization that has to aim and objectives of profit maximization. For a bank to last long, its products in the market must undergo certain advertisements.1.2   STATEMENT OF THE PROBLEMMost individuals in the world today do not believe in the advertisement as a promotional tool for making a profit in a business organization. This is as a result of the fact that they believe advertising is just to showcase products to the entire public in order to make a profit. But it is unfortunate that even large establishments still lack the mental of getting their product advertised, instead, they only engage their product in sales promotion which will definite fade out within a short time. An adage says that “free things are inferior” which is to say they are not valuable to the customers. Let’s take a critical look at the problems faced by the bank.-       Lack of awareness of the common duty.-       Much value or services by the consumers-       Risk of losing the customers.1.3   RESEARCH QUESTION AND HYPOTHESIS            The project research will attempt to provide an answer to the following research questions, which are as followi       What is the relationship between advertising and bank growth?ii      How can a bank make the best of advertising to its own advantage?iii     Is it true that lack of advertising contributes to the failure of a bank or business organization?iv     Is there any relationship between advertising and bank product?    4 OBJECTIVE OF THE STUDYObjectives of this study are as stated below:     To find out if there is any relationship between advertising and bank products.    To make appropriate research on various advertising media which are of good importance to bank product?    To look at how advertising led to bank profitability.1.5   SIGNIFICANT OF THE STUDYThis research will focus mainly on the issue concerning advertising as a promotional tool in relation to the success and survival of bank products.This study meant to see into ways by which United Bank for Africa (UBA) goes about advertisement in order to obtain the essential market share.1.6   LIMITATION OF THE STUDY        The following factors see as constraints to the research while carrying out this study.    Time constraint    Financial factor    Competent responds1.7   HISTORICAL BACKGROUND OF UNITED BANK FOR AFRICA (UBA) PLCThe history of the United Bank for Africa (UBA) dated back to 1949 when the British and French Bank Limited“BFB” commenced business in Nigeria. Today, United Bank for Africa Plc (UBA) is the product of the merger of Nigeria’s third (3rd) and Fifth (5th) Largest banks, namely the old UBA and the Standard Trust Bank (STB) respectively, and subsequent acquisition of the erstwhile Continental Trust Bank Limited (CBT). The union emerged as the first successful corporate combination in the history of Nigerian banking.United Bank for Africa (UBA) back to 1948 when the British and French Bank Limited commenced business in Nigeria and the erstwhile STB and CTB both in 1990. Following Nigeria’s independence from Britain, UBA was incorporated in 1961 to take over the business of the British and French Bank (BFB). Although today’s UBA emerged at a time of industrial consolidation induced by regulation. The consolidation of UBA was borne out of a desire to lead the domestic sector to a new era of global relevance by championing the creation of the Nigeria consumer finance market, leading a private/public sector partnership at supporting the acceleration of Nigeria economic development and growing the institution from banking to a one-step financial services institution. While spearing its footprints across Africa to earn the reputation as the face of banking on the continent.Today, United Bank for Africa Plc (UBA), having adopted the holding company model is one of Africa’s leading financial institution offering universal banking to more than 7.2 million customers across 750 branches in 18 Africa countries with presence in New York, London, and Paris and assets in excess of $ 19 bn, UBA is your partner for banking services for Africans and African related business globally.UBA has the largest distribution network in Nigeria with over 6.5 million customers in personal, commercial, and corporate market segments. As of 30 September 2008, it had over 650 business offices, 296 deployed POS, and 1332 ATMs and pioneered cheque acceptance ATMs in Nigeria. Its over 14,000 staff globally are also referred to as “Lions and Lionesses”. Regionally, the group has a presence in 18 African countries and in all major financial centers. The bank currently operates in Nigeria, Ghana, Ivory Coast, Cameroon, Sierra Leone, Liberia, Uganda, Benin, Burkina Faso, and Senegal and has unfolded plans to expand its banking operations to 15 additional countries in Africa come 2009. Records indicate that UBA is the only Sub-Saharan bank with a dual presence in the U.S and the U.K.1.8   DEFINITION OF TERMSome basics terms used in this particular research project include the followings;    ADVERTISING:- This is any means aimed at persuading a member of thepublic to procure or purchase a particular product or service.ii.     CONSUMER:- This is the person to which the advertisement and products/services are directed.iii     PROMOTION:- According to Adewoyin O.A (2004) promotion Is any techniques that are persuasive communication, favorable information about sellers product to potential buyers. It also provides a basis for all activities of the organization that are perceived in the market. But in planning their communication, promotion by definition is any technique that persuasively convinces the consumer to buy.iv.    MEDIA:- This is a kind of equipment used for listening to programs thatare broadcast to a large heterogeneous audience. It is also a process of sending and receiving messages through the air using electromagnetic waves. It is an electronic device that brings to us information, education, entertainment, persuasion, selling, education, news interpretation, and persuasive programs it is a great communicating mechanism ever designed and operated by man.




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