SIGNIFICANT OF ADVERTISEMENT IN MARKETING OF BANKING SERVICES : A CASE STUDY OF FIRST BANK OF NIGERIA PLC LAFIA BRANCH, NASARAWA STATE.

ABSTRACT The objective of the study is to determine the significant of advertising in marketing of banking services” (A case study of first bank of Nigeria plc Calabar with the aid of primary and secondary data, a survey was carried out in first bank of Nigeria plc Calabar. Two research questions and two hypotheses were stated. Analysis was done using the simple percentage and with the aid of tables and chi-square (x2) statistical techniques at 5% level of significance. The commercial bank particularly, first Bank perception of marketing should shift rapidly from advertising and focus more n market research and product development especially towards attracting the unbanked. The bank should employ the services of intelligent agents who would serve the character and family backgrounds of would be bank staff in order to minimize staff involvement in bank fraud. Also, the management of the bank should leave no stone unturned to ensure that the legitimate needs and aspiration of their staff are met to the best of their ability. It is only when the staff are themselves contented that they can be relied upon to attain a high level of efficiency and behavoiur The study therefore, recommends that, The bank will serve as the vehicles for the creation of credit in the rural communities. This credit will take the form of equity in loans for small farmers and enterprises. the commercial bank should map out strategies, full automation of their branches throughout the country. This will entail stepping up staff education and training, developing better, accounting system and planning to improve banking premises to suit the new technology in baking system and practices