Abstract:
The purpose of this study was to assess corporate advertising as a tool for image making in Nigerian Financial Institutions using the United Bank for Africa plc as a can study.
This study employed a sample survey approach and drew response from both USA management and customers. This was done to highlight the link between communication, thought and belief of the customers informing overall attitudes towards the bank. This would in turn help the executives of the company to take on activities that will reflect a favorable corporate image that will Not only help to sell the bank's services, but can also create confidence in it's service.
In carrying out this study, extensive review of related Literature was done. The review provided the background from which four research questions were formulated for the study. Theresear cherdesigned two questionnaires to obtain relevant data from the UBA customers and the management. The questionnaires were administered to fifty USA management staff and two hundred and fifty USA customers.
Data collected with the questionnaires, were analyzed using frequencies and percentages, summary of data analysis reveal that;
UBA Advert tells it's customer a lot of.things about it's transactions.
Among them are;
(a) That there are needs to invest on coporate advert and research
(b) They need recruitment advertising for competent workers.
(c) They need to reflect change in corporate personality.
(d) They need to improve employee moral
(e) It also expressed the extent to which UBA live up to the expectations of the customers and also the image which UBA carves for itself through corporate advertising.
On the basis of these findings, some suggestions were made by the
Researchers on how to improve the corporate image of USA.
Chukwuma Lawrence Nwosu
1999.
.
