Adeyeye, Babatunde and Mike-Ewewie, Favour and Adesina, E. A and Oyedepo, T. and Yartey, Darlynton and Ojih, Success Emmanuel (2022) COVERT ADVERTISING AND THE PROMOTION OF BANKING SERVICES: A FOCUS ON THE MOVIE CHIEF DADDY. Academy of Strategic Management Journal, 21 (5). pp. 1-17.
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Abstract
This study investigated the influence of covert advertising on the customer patronage of Keystone Bank in the movie Chief Daddy. The study specifically sought to: find out if the customers were aware of the use of covert advertising in the movie Chief Daddy; determine if the covert advertisement of keystone bank in the movie had a positive or negative effect on customer patronage, and ascertain the preferred type of advertising between covert advertising and traditional advertising from customers of keystone bank. Using survey research design, the purposive sampling technique was utilized for the study with a sample size of 300. Findings showed that even though the respondents noticed and can recall the brand, especially Keystone bank advertised in Chief Daddy, there was barely any effect on the customer patronage on Keystone bank afterward. Findings also showed that most of the respondents preferred the combination of traditional and covert advertising. Given the above findings, the study recommended a better execution and proper implementation of covert advertising to achieve its real aim.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Advertising, Banking Services, Covert Advertising, Customers, Customer Patronage, Promotion. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HJ Public Finance |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | nwokealisi |
| Date Deposited: | 23 May 2024 14:05 |
| Last Modified: | 23 May 2024 14:05 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/18013 |
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