advertising and corporation image making (a case study of diamond bank)

ADVERTISING AND CORPORATION IMAGE MAKING (A CASE STUDY OF DIAMOND BANK)

ABSTRACT

The main objective of this study was carried out through a well articulated research method attempted to find out how corporate advertising has been used or has helped boost the image of an organization. Diamond Bank Plc has been adopted for this study. The survey method was used while the questionnaire and interview were employed as instrument for data collection. The population of the study centered on how two branches of Diamond Bank which include Aba-Umuahia and Uyo. The respondents were the branch manager and customers of both branches. The findings of the study revealed that Diamond Bank involved in corporate advertising and these advertising messages are communicated to the customer potential and existing through various media like television, radio newspaper, magazine and billboard. It was also revealed that the image of the Bank as portrayed by this advertisement is positive. The positive image of the Bank stems from the mission statement of the bank which is to help our stakeholders build and preserve wealth. In conclusion reputation and goodwill are enhanced faster when customer enjoys respect, recognition and satisfaction from the institution and it was recommended that copy elements of advertisement that appeals to the customers should be used. corporation image making

TABLE OF CONTENTS

Cover page
Title page
Certification – – – – – – – – i
Dedication – – – – – – – – – ii
Acknowledgements – – – – – – – iii
Abstract – – – – – – – – – iv
Table of Content – – – – – – – v
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study – – – – – 1
1.2 Statement of Problem – – – – – 4
1.3 Objectives of Study – – – – – – 7
1.4 Research Questions – – – – – – 7
1.5 Significance of the Study – – – – – 8
1.6 Delimitation of the Study – – – – – 9
1.7 Limitation of the Study – – – – – 9
1.8 Definition of Terms – – – – – – 10
1.9 History and Corporate Profile of Diamond Bank – 11
1.9.1 Corporate Affairs Departments of Diamond Bank 12
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction – – – – – – – 15
2.2 The Concept of Communication – – – – 15
2.3 Perception and communication as the
Corporate Advertising – – – – – – 30
2.4 Forms and Techniques of Corporate Advertising – 35
2.5 Review of Related Studies – – – – 39
2.6 Theoretical Framework of the Study – – – 42
CHAPTER THREE: RESEARCH METHODS
3.1 Introduction – – – – – – – 50
3.2 Research Technique – – – – – 50
3.3 Population of the Study – – – – – 51
3.4 Sample Size and Sampling Procedure – – – 51
3.5 Description of Data Gathering Instrument – – 52
3.6 Method of Data Collection – – – – – 53
3.7 Validity and Reliability – – – – – 53
3.8 Method of Data Analysis – – – – 54
CHAPTER FOUR: PRESENTATION, ANALYSIS
AND DISCUSSION OF FINDINGS
4.1 Introduction – – – – – – – 55
4.2 Data Presentation and Analysis – – – – 55
4.3 Discussion of Findings – – – – – 61
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction – – – – – – – 67
5.2 Summary of Findings – – – – – – 67
5.3 Conclusion – – – – – – – 68
5.4 Recommendations – – – – – – 69
REFERENCES
APPENDIX

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ADVERTISING AND CORPORATION IMAGE MAKING (A CASE STUDY OF DIAMOND BANK)