Assessment of the impact of advertising on business development in Tanzania’s bank Sector: CRDB bank

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-five (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 findings 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.