The Advertising Strategies of a Universal Bank in the Ortigas Business Center

Abstract

This study aimed to assess the level of effectiveness of the advertising strategies of a universal bank in the Ortigas Business Center. The descriptive research method was used in this study which enabled the researcher to assess and interpret the results of those findings. The researcher prepared a survey questionnaire and interview with the respondents to get the needed data for the research. The statistical tools that were used are frequency, percentage distribution, Likert scale, weighted mean, t-test, one-way analysis of variance and ranking. The respondents were individuals who are clients’ of the Universal Bank in the Ortigas Business Center. Due to present laws, the researcher cannot get the definite population of her respondents. Hence, with the approval of her adviser, the researcher used 460 questionnaires in her study. It was stratified in the 23 branches of the Universal Bank in the area. The researcher obtained 430 questionnaires and used 414 for her papers and others deemed invalid due to incomplete answers. The results revealed that most of the respondents were age bracket of 26 to 35 years old, female, single, bachelor’s degree holder, employed, earning P10,001 to P20,000 and work experience of 1 year to 5 years. The dominant perceptions of the respondents on the level of effectiveness of the advertising strategies of a universal bank in the aspects of “Prospecting”, “ClientRetention”, “Brand Awareness”, and “Brand Image” were all effective. There was a significant difference in the respondents’ perceptions on the level of effectiveness of the advertising strategies of a universal bank when group according to Civil Status, Average Monthly Income and Years Banking with the Universal Bank.