Abstract:
The aim of this study is to analyse the advertising product innovation in Ghana's rural
banking sector. The AIDA model, the DAGMAR model, and the Contingency theory
were used to better understand the motivations for the use of advertisements, as well
as the types and roles of advertisement. The two types of advertising from the data,
are product and institutional advertising. Disseminating timely information, building
rapport with stakeholders, ensuring advertising efficiency, and improving the
organization's image were identified as reasons for using these two major types of
advertisement. Advertisement was identified to play a part in raising awareness and
improving customer-bank ties. Promotional activities were noted to have been carried
out to change clients' thoughts and inform them about a brand or service. The study
concluded that effective advertising on product innovation creates, changes, or
strengthens a customer's attitude toward a certain service or brand. To improve
advertising with clients, Nyakrom Rural Bank should strive to focus on integrated
advertising, which entails the incorporation of both product and institutional
advertising via traditional and new media and technology to improve the success and
feedback of the information intended to be communicated
Description:
A dissertation in the Department of Communication and Media Studies,
School of Communication and Media Studies submitted to the School of
GraduateStudies, in partial fulfillment
of the requirement for the award of the degree of
Master of Arts
(Communication and Media Studies)
in University of Education. Winneba
