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