Investigating the impact of advertising creativity on banking preferences of Namibian students: A case study of NUST, IUM and UNAM (main campus students)

Abstract

Creative advertising plays an important role in today’ banking competitive markets. A number of banks create advertising campaigns that target different market groups including students in order to build relationships with them from an early stage which then builds loyalty to the bank. This study investigates the impact of creative advertising on the banking preferences of Namibian students. The study was guided by the following objectives, Determine the influence that creative advertising in banking has on Namibian students in terms of their banking preferences. To investigate the factors that influence the banking preferences of Namibian students. To scrutinise out how banks can improve their advertising services to attract students as a market group. The purpose of this research was to find out if creative advertising had an impact on banking preferences of Namibian students and how banks can attract students as a market group. A quantitative approach was used for the methodology used for this research, where questionnaire survey was used to get the views of the participants on the topic. The population were students from NUST, IUM and IUM. The results were then presented in tables, pie charts and graphs. The study concludes that there is a minimal correlation between creative advertisements and students’ banking preferences. It rather just plays a role in strengthening their loyalty and creating awareness of a bank. Also based on the results, it is confirmed that creative advertisements grab attention and they are memorable. Therefore, banks should put more effort in creating creative advertisements and use influential students in their campaigns.