Assessment of The Impact of Advertising on Business Development in Tanzania’s Bank Sector: CRDB Bank
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Date
2022-06-30
Journal Title
Journal ISSN
Volume Title
Publisher
African Journal of Accounting and social science (AJASSS)
Abstract
This research aimed at determining how effective advertising is at increasing
business growth in the banking industry. The study’s target population
was 38 employees of CRDB Bank in Ilala District, out of these thirty-fve (35)
respondents were selected using a purposive sample technique. Likert scale
was used, whereby 1 indicating Strongly Agree, 2 indicating Agree, 3 indicating
Undecided, 4 indicating Disagree, and 5 indicating Strongly Disagree. Data
were entered and analysed by SPSS software. The study’s fndings revealed that,
nearly 65 per cent of the respondents strongly agreed that advertising as an
integrated marketing communication medium assists the banks in improving
and enhancing client loyalty. Furthermore, 74.3 percent strongly agreed that
advertising assists the banks in increasing sales volume and 25.7 percent
agreed that advertising assists the bank in increasing sales volume. As a result,
the vast majority of the respondents stated that advertising helped the bank
to increase sales volume. According to the study, CRBD bank’s management
should invest heavily in all Integrated Marketing Communication (ICM),
including advertising, because it has a direct impact on the bank’s success.
Description
Keywords
Advertising, CRDB, TAnzania