Factors considered important in the successful usage of an advertising program
Abstract
This study reported was to find out the factors considered important in the
successful usage of advertising program and the problems commercial banks in Kenya
encounter in their efforts in using advertising to promote their services. The rationale
of the study arose out of the fact that commercial banks in Kenya are now facing stiff
competition from other financial institutions, which are now offering banking services.
As a result, commercial banks are now aggressively advertising their services to an
extent of even using musical instruments and are spending a lot of money.
The study was a census study of all commercial banks. Data was collected
using structured questionnaires, which were dropped and picked up at an agreed date
and time. The data was analysed using descriptive statistics and Factor Analysis aided
by Statistical Packages for Social Sciences (SPSS).
The findings from the analysis led to the following conclusions:
(a) The factors, which are considered important in the successful usage of
Advertising program within commercial banks in Kenya, are: -
1. The bank should always consider the advertising medium to be used to reach
the target audiencewhen setting advertising program.
2. Consideration should be based upon realistic advertising objectives, which the
bank can attain.
3. The Marketing Manager should select appropriate target audience so that the
advertising effort can be successful.
4. Consideration should be placed on advertising messages that are memorable.
5. It is difficult to measure advertising effectiveness on sales effect; therefore, the
marketing manager should design appropriate measure on advertising
- effectiveness such as the number of advertised account opened.
6. The advertisement should be timed to reach the target audience at an
appropriate time when most of the audience is ready to see, hear or read the
advert.
7. The Marketing manager should gather information from the intended customers
before launching the advert because advertising financial services is very
difficult. 8. Competitors' reaction should be anticipated before the advert is launched.
(b) The problems, which the commercial banks in Kenya are facing in their
advertising efforts, are: -
(i) Bank specific advertising problems in order of their seriousness.
Lack of advertising funds
Lack of appropriate personnel
Target audience not reached
(ii) External specific advertising problems in order of their seriousness
competition
legislation/legal issues
poor economic conditions
The above results should be viewed and adopted in the light of the limitations of
this study.
Sponsorhip
University of NairobiPublisher
School of Business, University of Nairobi