CRDB BANK AND THE POWER OF PROMOTION: INVESTIGATING ADVERTISING AS A TOOL FOR COMPETITIVE ADVANTAGE

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