Audience Perception of UBA “Gunners” Debit Card Promo on ATM Screen in Nigeria (Review Completed - Accepted)
The study investigated audience perception of UBA “Gunners” debit card promo on ATM screen. The main objective of the study was to find out whether the Gunners debit card promo attracted non UBA customers to bank with UBA. The study adopted survey research method and utilised questionnaire for data collection. The study was anchored on two theories, namely: diffusion of innovation theory and technological determinism theory. The population of study was the entire UBA ATM users in Awka Metropolis and the sample size of 384 subjects was selected using the Krejeie Robert and Morgan Darlye’s sample size determination table. Findings of the study revealed, among others, that non UBA customers were attracted to bank with UBA because of the debit card promo and that the use of ATM screen as a medium of advertising banking products and services is a good way to get customers’ attention to the ad message. The paper recommended, among other things, the continuous utilisation of ATM screen in the promotion of debit card usage so as to encourage potential advertisers to consider the use of ATM screen for advertising
Keywords: ATM Screen, Audience, Debit Card, Gunners, Perception, Promo, UBA