Radio and television advertising of commercial bank products in Anambra State, Nigeria

ABSTRACT: The study investigated the effect of radio and television advertising of commercial bank product in Anambra State. It sought to reveal the extent these media influence the attitudes; draw attention, build interest and inspire the customers to patronize banks’ products and services in the state. Relevant theoretical and empirical literatures were reviewed to build the study framework. A sample of 254 was statistically drawn and proportionally distributed among the participating bank staff. The primary data used in the study were with the aid of structured questionnaire. Frequency tables and percentages and multiple regression were employed to analyse the data. The study found that radio/television adverts played role in informing the customers about products and services offered by the banks; it have significant influence on persuading the customers; and ultimately patronizing the advertised products and services indicating that the media significant role in positively influencing the attitudes; knowledge and purchase behaviour of target audience of the banks. The study therefore concluded that radio and television adverts have significant effect in advertising commercial banks products and services in Anambra State.

KEYWORDS: Radio and television, advertising, bank, products, services, Anambra State, Nigeria

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