دور الإعلان التلفزيوني في الترويج للخدمات المصرفية: (دراسة وصفية تحليلية بالتطبيق على مجموعة من البنوك السودانية 2021 م)‎

Abstract EN

The study tackles the role of television advertisement in the promotion of banking services, applied on a group of Sudanese banks represented in Faial Islamic Bank, the North Islamic Bank, Commercial Estate Bank, Omdurman National Bank, Elnilien Bank and Bank of Khartoum.

The study aimed to figure out the role played by advertisement in promoting for some of banking services, hence, the research problem embodied in knowing the extent which the televised commercials played in changing the behavior of Sudanese customers towards the banking services in general and the banking services from the aforementioned banks in particular.

The main question arises about whether the televised advertisement has a role to play in shaping themental image of the Sudanese customer towards the banking services? The research is based on a prime hypothesis which is the Sudanese customer might be impacted by the proceeded banking services of the mentioned banks; but considers the elegant conduct of the staff and the good handling to the banking services are the decisive factors to deal with such services.

The researcher makes use of the descriptive and analytical methodology to identify, ascertain and analyze the characteristics of the research problem; the researcher has depended on the direct interviews, observation and questionnaire to find answers to relevant enquiries.

The time framework extends from 2019/2021, the study population comprises a group of Sudanese banks in state of Khartoum and its branches in Khartoum, Bahri and Omdurman.