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Effective Advertising: Tool For Achieving Client-Customer Relationships

Kehinde, O.J. and Ogunnaike, O.O. and Akinbode, Mosunmola and Aka, D. (2016) Effective Advertising: Tool For Achieving Client-Customer Relationships. Researchjournali’s Journal of Media Studies, 2 (1).

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Abstract

The paper examined the place of advertising as a strategic tool for achieving effective client-customer relationships. The objectives of the paper include: (i) to determine how creativity in advertising effects customers’ purchase decisions; (ii) to examine the effects of frequency of advertising on customers’ repurchases of products/service (iii) to proffer useful policy recommendations which companies will find beneficial when faithfully implemented, amongst others. The paper used survey research method with structured questionnaire which were administered among sampled respondents. Based on the nature of the hypothesis, the paper used correlation and ANOVA test statistics to analyze the information gathered through the questionnaire. Findings showed that creativity in advertising affects customer purchase decisions. Findings further reveal that frequency of advertising has effects on customer’s purchase of a product, amongst others. The paper makes valuable recommendations which companies and captains of industry will find useful when faithfully implemented.

Item Type: Article
Uncontrolled Keywords: Advertising, Client-Customer, Relationships, Purchasing
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 13 May 2016 07:56
Last Modified: 13 May 2016 07:56
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/6574

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