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Advertising product innovation to clients in rural banking sector: A case study of Nyakrom Rural Bank

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dc.contributor.author Alidu, A.
dc.date.accessioned 2024-02-15T14:02:25Z
dc.date.available 2024-02-15T14:02:25Z
dc.date.issued 2021
dc.identifier.uri http://41.74.91.244:8080/handle/123456789/2097
dc.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 en_US
dc.description.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 en_US
dc.language.iso en en_US
dc.publisher University of Education Winneba en_US
dc.subject Advertising, product, innovation en_US
dc.title Advertising product innovation to clients in rural banking sector: A case study of Nyakrom Rural Bank en_US
dc.type Thesis en_US


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