ADDIS ABABA UNIVERSITY

COLLEGE OF BUSINESS AND ECONOMICS

DEPARTMENT OF MANAGEMENT

The Effectiveness of TV Advertising of Mobile Banking

A Senior Essay submitted to the Department of Management in

Partial Fulfillment of the Requirements for BA Degree in
Management

By:Yoseph Tadesse

Advisor; Dr. Mesfine Fikre

June, 2016
Addis Ababa, Ethiopia

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 ACKNOWLEDGEMENT

First of all my heart full thanks are going to Almighty God for showing me inner peace and for
all my blessings. Next to this I would like to express my sincere gratitude to my advisor
Dr.Mesfine Fikre for his unconstrained and unreserved assistance in directing, commenting and
correcting the senior essay from starting to completion and for his assistance in giving me all the
necessary information and documents. It is because of his genuine advice that the senior essay is
completed at a time.

I also give my special thanks to all my families for providing me with all the information
requested and for always being available to help me.

Finally I would like to thank my friend Aemro Worku, for passing me all the invaluable supports
and his non-stop encouragement that enable me to bring this study to rewarding end.

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 Executive summary

This paper presents a qualitative study on television advertisement of mobile banking. The
findings provide foundation for effectiveness of television advertising of mobile banking.
Widespread use of smart phones and consumer comfort with mobile devices for more than
communication are the principal drivers of a resurgent and increased interest in mobile
payments. In addition, advances in software and hardware security techniques have made trusted
financial transactions possible from these devices.

This research examines the current state and nature of the mobile banking service, some of the
relevant enabling technologies, and looks at the relevant risk, security and assurance issues that
security and audit professionals will want to consider when developing and evaluating mobile
payment services.

The main objective of this research is to find out how television advertising is effective in
influencing the decision of customers. To achieve the objective of the study structured
questionnaire were used as a primary source and other related reference books, journals were
referred as a secondary source

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 Table of contents

Contents

ACKNOWLEDGEMENT................................................................................................................i
Executive summary........................................................................................................................ii
Table of contents.............................................................................................................................iii
List of table......................................................................................................................................v
CHAPTER ONE..............................................................................................................................1
1.INTRODUCTION........................................................................................................................1
1.1. Background of the study.......................................................................................................1
1.2. Statement of the problem......................................................................................................2
1.3. Objective of the study...........................................................................................................2
1.4. Significance of the study.......................................................................................................3
1.5. Scope and limitation of the study..........................................................................................3
1.6. Research methodology..........................................................................................................4
1.7. Organization of the paper......................................................................................................4
CHAPTER TWO.............................................................................................................................5
2. LITRATURE REVIEW...............................................................................................................5
2.1 Definition and concept of mobile banking.............................................................................5
2.1. Mobile banking adoption framework....................................................................................6
2.1.2. Initiative factors to use mobile banking.........................................................................7
2.1.3. Mobile banking activities...............................................................................................8
2.2. Barriers in the adoption of m-banking:-................................................................................9
2.2.1. FEATURES & BENEFITS OF MOBILE BANKING...................................................9
2.2.2. Benefits of mobile banking:.........................................................................................10
2.2.3. Mobile banking challenges........................................................................................12
2.3. ADVERTISING..................................................................................................................13
2.3.1. Effectiveness of television advertising.........................................................................14
2.3.2. Advantages of Television Advertising..........................................................................15

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 2.3.3. Disadvantages of Television Advertising.....................................................................15
CHAPTER THREE.......................................................................................................................16
3. DATA PRESENTATION AND ANALYSIS..........................................................................16
3.1. Profile of Respondents........................................................................................................16
3 .2 data Analysis.......................................................................................................................17
3.3. Interest to enroll mobile banking:.......................................................................................22
3.4. Frequency of using mobile banking:...................................................................................23
3.5. Response concerning the adoption of mobile banking.......................................................24
3.6. Response about disadvantages of mobile banking..............................................................28
3.7. Response about Television advertising of mobile banking:................................................28
3.8. Response about the characteristics of television advertising:.............................................29
3.9. Response about who are the beneficiaries from television advertising?............................30
3.10. Selecting the best advertising media:................................................................................33
CHAPTER FOUR.........................................................................................................................34
4. CONCLUSION AND RECOMMENDATION.........................................................................34
4.1 Conclusion...........................................................................................................................34
4.2. Recommendation................................................................................................................35

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 List of Table

Table 1.Total Number of questionnaires distributed and returned

Table 2: Back ground information of respondents
Table 3: respondent’s response on ownership of mobile phones
Table 4: about smart phones of customers
Table 5: respondents Response about opening a Bank account
Table 6: about delivery of mobile banking service in banks
Table 7: Respondents response about internet operation experience
Table 8: Respondents response about mobile banking information
Table 9: respondent’s response about interest of customers to enroll mobile banking
Table10: Respondents response to frequency of using mobile banking
Table 11: Respondent’s response regarding the adoption of mobile banking
Table 12: respondent’s opinion regarding the convenience of mobile banking service
Table 13: respondent’s response towards mobile banking easiness to operate
Table 14: respondent’s response on the benefit of mobile banking to customers
Table 15: respondent’s response on TV-advertising effectiveness of mobile banking
Table 16: respondent’s response concerning does TV-advertising address the target user?
Table 17: Respondents response on the advertising system of M-banking
Table 18: respondent’s response on the need of practical guide/ demonstration /about M-banking

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 CHAPTER ONE

1.INTRODUCTION

1.1. Background of the study

Marketing has a great function in the modern economy. When the complexity of the market
increases the function of marketing also increases too. Advertising is any paid form of non-
personal presentation and promotion of ideas, goods or services by an identified sponsor.
Advertisements are cost effective way to disseminate messages. (Kottler, 1998; p.637).

Today consumers are facing different advertisements and cause marketers to be increasingly
concerned with advertizing effectiveness. Banks are spending considerable amounts of money on
advertisement to introduce their services to consumers in order to attract their attention and
persuade them to perform their services.(http://www.apexjournal.org). Advertising is paid
communication of company messages through impersonal media. (Terpstra, 1997; p108)

Technology is one of the foremost enabler of inclusive growth in societies. The biggest example
of this is mobile technology. In the world of mobile technology, the mobile finance area has
contributed greatly towards inclusive growth in emerging market by opening up new business
and transaction opportunities. The mobile finance industry faces budgetary, regulatory and
infrastructure pressures in emerging markets. They need optimal and flexible software solutions
in addressing all market segments. (Michael R and Ilkka A 1998; p.668).

The purpose of this study is to assess the impact of television advertizing effectiveness and to
investigate how much mobile banking finance is effective through TV-advertising. In a Service
Company like banks advertising (TV advertising) is aimed to attract customers and to persuade
them to use their service.

Advertizing has become an effective marketing tool that assists organizations to wax stronger in
a global competitive environment. (Oyedapo, 2012) identify advertising as a key ingredient in
marketing campaigns which assist organization to achieve its objectives. Advertisement consists

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of relation goals and sales goals. (http://www.apexjournal.org). Organizations can determine the
effectiveness of their advertizing by introducing some questions such as:-

 Whether the advertising programs has been able to managed communication & sales
goals or not?
 Whether they reached the results that they want to have or not?
 Whether their advertizing basically has moved towards its target or not?

Offering banking products through mobile phones is one option that offers great potential for
reaching poor people. A positive aspect of mobile phone is that mobile networks can reach
remote areas at low cost. Mobile banking is a financial transaction conducted by logging on to a
banks website using a telephone such as viewing account balances, making transfer between
accounts or paying bills.

1.2. Statement of the problem

All companies need to communicate with the customer or other target group in order to make
them aware of the product and services.

One way of communicating with customers is through TV- advertizing.

Stated as a question the problem can be expressed as:-

- What is the extent of TV-advertizing to financial services?

- What are the attitudes towards mobile banking in banking business?
- What are the effects and challenges of implementing mobile banking?
- When to be the time of advertizing take place?
- The problem of knowing the culture of targeted market
- The difficulties in allocating appropriate budget in accordance with the banks goal.

1.3. Objective of the study

General objective

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The main objective of this research is to find out how television advertising is effective in
influencing the decision of customers.

Specific objectives

- To identify prospect of TV-advertising in CBE

- To identify the trend of mobile banking in CBE
- The reason for selecting TV media
- To measures sales effects TV-advertizing
- To understand the right time of advertizing
- To know the method in setting advertizing budget
- To make suggestions based on findings

1.4. Significance of the study

TV-advertisement is successful from the intention of audience point of view, creates interest and
is desire for action and eventually effective in absorption deposit accounts.

The findings of this study are useful to different parts of the population. Firstly, any business
owners can use the study to educate themselves on the many advantage and plat forms that
mobile banking affords them. Secondly, the findings of this study are used by mobile phone
operators to improve or expand their services in way geared to economic empowerment to all
involved. Finally, the study identifies and investigates the factors which influence customer’s
decision to use a specific form of mobile banking.

1.5. Scope and limitation of the study

The study is focus on TV-advertising activities and its impact on the service volume they give
and the ability to receive customer attention. When doing so, the student researcher is restricted
to asking customers (any potential TV-watchers) for obtaining the necessary information.

When doing the study I was facing the following challenges:-

- Time constraint

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 - Finance constraint
- Unwillingness of the concerned bodies to fill the questionnaire
- A problem of accessing a customer
- Timely returning of questionnaire

1.6. Research methodology

This study was used both primary and secondary sources. Primary sources were questioner
(applied based on convincing sampling method). Secondary source will include previously
conducted studies and any written materials relating to the study.

1.7. Organization of the paper

The paper has four chapters. The first chapter, introduction part includes background of the
study, statement of the problem, objective of the study, significance of the study, scope and
limitation of the study, and methodology of the study. Chapter two, the literature review
dedicated the various related literature work that dealt with similar issues, the third chapter,
includes data presentations, analysis and interpretations of data collected from primary and
secondary sources. Finally in chapter four summary and conclusions draw in light of findings
and at last there is recommendation made based on the concluded findings.

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 CHAPTER TWO

2. LITRATURE REVIEW

2.1 Definition and concept of mobile banking

Definition:-Mobile banking refers to provision of banking and financial services with the help of
mobile telecommunication devices. The scope of offered services may include facilities to
conduct banking transactions, to administer accounts, and to access customized information
(Tiwari and Buse, 2007).in the broader sense mobile banking enables the execution of financial
services in the course of which –with in an electronic procedure-the customer uses mobile
communication techniques in conjunction with mobile devices (Pousttchi and Schurind, 2004 as
cited in Singhe, 2011). Mobile banking can be said to consist of three interrelated concepts.
These are mobile accounting, mobile brokerage and mobile financial information. Mobile
accounting is sometimes characterized as transaction based banking services that revolve around
a bank account and are availed using mobile services. Not all mobile accounting services are,
however, necessarily transaction based. A more precise definition of Mobile accounting would
therefore characterize it as “provision of account-specific banking services of non-informational
nature”. Where as Mobile Brokerage, in context of banking services, refers to intermediary
services related to the house, eg selling and purchasing of stocks. Mobile Brokerage can be thus,
defined as transaction based mobile financial services of non-information nature that revolve
around a securities account. At last, Mobile financial information refers to non-transaction based
banking and financial services of informational nature. It includes subsets from both banking and
financial services and is meant to provide the customer with anytime, anywhere access to
information (Tiwari and Buse 2007). Mobile banking has the potential to provide simple banking

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and electronic transaction Services for unbanked customers in the development of markets.
However, when activating mutual markets, the solutions of Mobile banking raise questions in the
minds of the regulators of distant Communication industry, particularly about the privacy of
communication network (Anderson, 2010).

2.1. Mobile banking adoption framework

Tan andTeo (2000) developed and tested a framework that identified factors that may influence
the adoption of internet banking. These factors are defined below, with those that were shown:

Relative advantage: The extent to which a person views an innovation as offering an advantage
over previous ways of performing the same task (Taylor & Todd, 1995).

Compatibility: The degree to which an innovation is viewed as being consistent with the existing
Values of users (Agarwal & Prasad, 1997).

Complexity: The degree to which an innovation is considered relatively difficult to understand

and use (Taylor & Todd, 1995).

Trial ability: The extent to which users would like an opportunity to experiment with the
innovation prior to committing to its usage (Agarwal & Prasad, 1997).

Banking needs: The variety of banking products and services required by an individual (Tan &
Teo, 2000).

Risk: The perceived sense of risk concerning disclosure of personal and financial information
(Tan & Teo, 2000).

Internet experience: Prior experience of using a similar class or type of technology (Tan & Teo,
2000).

Subjective norm: A person’s perception that most people who are important think that he/she
Should perform a behavior (Tan & Teo, 2000).

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Self-efficacy: An individual’s self-confidence in his or her ability to perform a behavior (Taylor
& Todd, 1995). Mobile operators should take a leading role in mobile payments through:
Existing infrastructure, Agent network, large customer base.

Banks may have been slower at entering the mobile banking space because of:

 Sufficient liquidity and sufficient revenues from existing client base

 Focus on credit and not on opportunities to mobilize deposit
 Absence of a proven business model and tested IT solutions
 Lack of an enabling environment

Mobile finance has been continuously growing as a new system knows a time (Van Hoeck,
2001). Consumers are attracted to these technologies because of convenience, increasing ease of
use, and in some instances cost savings (Anguelov, 2004). M-banking has been viewed as an
upgrading from previous electronic delivery systems to open new business opportunities for the
banking industry (Ebling, 2001).

2.1.2. Initiative factors to use mobile banking

www.wikipedia.com defines cellular phone as: The Cellular telephone (commonly "mobile
phone" or "cell phone" or "hand phone") is a long-range, portable electronic device used for
mobile communication.(www.enterpriseinnovation.net)in recent years, the banking sector has
chosen a new service channel based on the progress of information technology internet to
respond to the changes in customer preferences and needs, increasing competition from non-
banks, changes in demographic and social trends, and government deregulations of the financial
service sector (Byers and Lederer, 2001). In the search for sustainable competitive advantages in
the technological financial service industry, banks have acknowledged the value to differentiate
themselves from other financial institutions through new service distribution channels (Daniel,
1999).In addition, customer’s transaction and communication abilities have been improved by
the developments of information technology. Information technology enabled electronic channels
to perform many banking functions that would traditionally be carried out over the counter
(Giannakoudi, 1999). It is believed that m-banking will provide another new channel for
banking services, especially for certain remote areas where online internet is still unavailable.

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Strategic implications and customer perception of m-banking services are explored (Laukkanen
and Lauronen, 2005) with a focus on the consumer value creation and a better understanding
about the customer-perceived value of m-banking services. Due to the widespread use of
computer technologies in almost all aspects of life, organizations that are connected to the
Internet started extending their services to their customers to include new applications and
services that satisfy their customers’ desires to make better businesses. One of these emerging
applications is mobile banking. In order for users to access their accounts, they need a mobile
device and network connectivity.

According to Jim Bruene (2006), ‘online banking is the best thing to happen to personal finance
management since the invention of the paper statement.

2.1.3. Mobile banking activities

Mobile Banking is a financial transaction conducted by logging on to a bank's website using a

cell phone, such as viewing account balances, making transfers between accounts, or paying
bills. This can be conducted through the internet browser on the phone, through a program
downloaded from your bank, or by text-message (SMS). Mobile banking is an application of
mobile computing which provides customers with the support needed to be able to bank
anywhere, anytime using a mobile handheld device and a mobile service such as text messaging
(SMS). Mobile banking removes space and time limitations from banking activities such as
checking account balances, or transferring money from one account to another. With m-banking,
convenience can be achieved 24hrs a day. This is because a user has access to his mobile phone
all day, at all times. So, to effectively achieve a truly convenient banking mode, a truly mobile
mode of banking has to be explored, hence the need for m-banking (Andrew, 2009).

Mobile Banking is considered to be one of the most value-added and important mobile service
available. With the improvement of mobile technologies and devices, banking users are able to
conduct banking services at anyplace and at anytime. The use of mobile phones in order to
effectuate banking transactions is bound to increase in a significant way in the near future. This
growth in mobile financial services not only depends on technological advances, but also on
consumer confidence in the provided services. Mobile financial services can be divided into
mobile banking and mobile payment; therefore, legal certainty must be established as to what
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supervisory regime applies to the various activities involving banks and non-banks. Mobile
banking activities fall within the scope of the banking business, and oversight is provided by the
competent financial market authority for prudential supervision, if the definition of banking
activities encompasses all relevant mobile banking activities. Furthermore, legal aspects also
play a role in the evolution of mobile banking as Far as the need to enhance customer trust in the
offered services is concerned. Major issues arise in relation to data security and consumer
protection. Moreover, the outsourcing of certain key activities to mobile operators deserves
further attention, as mobile operators can, under specific circumstances, become deeply involved
in mobile banking (Weber, 2010).

2.2. Barriers in the adoption of m-banking:-

Khalfan (2006) investigated factors influencing the adoption of Internet banking .Findings of this
study show that the issues of security and data confidentiality have been a major barrier in
adoption of internet banking. Top management support was also an inhibiting factor in the
adoption of electronic commerce applications. According to this study, banks in this region have
been ‘quite slow’ to launch e-banking services. While they are convinced that online services
reduce overheads significantly, a mixture of customer insecurities, technology investment costs
and lack of market-readiness have all conspired to make e-banking ‘unattractive. The importance
of trust is highlighted in electronic and mobile commerce because of the spatial and temporal
separation between buyer and seller when buyers are required to give delicate personal
information such as telephone number or credit card number to the seller (Grabner-Kra¨uter and
Kaluscha, 2003). previous research proposes that perceived security and trust in vendors and
payment systems is a significant determinant of mobile commerce success (Siau, 2004; Xu and
Gutie´rrez, 2006), and that trust has a positive impact on customer loyalty and satisfaction
towards mobile commerce (Lin and Wang, 2006). Consumers’ concerns about the privacy and
security of mobile payments are commonly related to authentication and confidentiality issues as
well as to concerns about secondary use and unauthorized access to payments and user data
(Dewan and Chen, 2005).

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2.2.1. FEATURES & BENEFITS OF MOBILE BANKING

A mobile payment service in order to become acceptable in the market as a mode of payment the
following conditions have to be met:

A) Simplicity and Usability: The m-payment application must be user friendly with little or no
learning curve to the customer. The customer must also be able to personalize the application to
suit his or her convenience.

b) Universality: M-payments service must provide for transactions between one customer to
another customer (C2C), or from a business to a customer (B2C) or between businesses (B2B).
The coverage should include domestic, regional and global environments. Payments must be
possible in terms of both low value micro-payments and high value macro payments.

c) Interoperability: Development should be based on standards and open technologies that allow
one implemented system to interact with other systems.

d) Security, Privacy and Trust: A customer must be able to trust a mobile payment application
provider that his or her credit or debit card information may not be misused. Secondly, when
these transactions become recorded customer privacy should not be lost in the sense that the
credit histories and spending patterns of the customer should not be openly available for public
scrutiny. Mobile payments have to be as anonymous as cash transactions. Third, the system
should be fool proof, resistant to attacks from hackers and terrorists. This may be provided using
public key infrastructure security, biometrics and passwords integrated into the mobile payment
solution architectures.

e) Cost: The m-payments should not be costlier than existing payment mechanisms to the extent
possible. A mobile payment solution should compete with other modes of payment in terms of
cost and convenience.

f) Speed:The speed at which m-payments are executed must be acceptable to customers and
merchants.

g) Cross border payments: To become widely accepted the mobile payment application must be
available globally, word-wide.

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2.2.2. Benefits of mobile banking:

Pallap S.and Munish M. (2013) analyzed the benefits of Mobile banking from the viewpoints of
customers and banking sector.

1. Benefits to customers:

General banking customers have been significantly affected by the advent of internet banking
revolution.

a) Speed and convenience for the customer. They do not need to carry cash or credit cards.
A banking customer’s account is accessible with an online account.
b) Cost-effective coverage is available in rural areas where no financial institutions exist.
The need for going to bank in person for every single banking activity is dispensed with.
c) Mobile banking lends an added advantage towards payment of utility bills. It eliminates
the need to stand in long queues for the purpose of bill payment.
d) By the medium of Mobile banking, banks are available 24x7 and are a finger click away.
e) There is an opportunity to reach a large proportion of the earth’s population without the
need for a large investment in technology. Mobile phones are more widespread than bank
accounts, particularly in rural areas.
f) The amount of required stored data to meet compliance requirements is reduced.
g) Better realization in case of theft of the mobile phone vs. that of a credit card. Consumers
tend to be more aware of their mobile phones than their credit cards because their phones
are multifunction devices and therefore are more frequently used.
h) Mobile payments open the market for professionals and low-segment merchants without
point-of-sale (POS) terminals. It is a cheaper alternative than investing in hardware to
accept electronic payments. At present this is anascent aspect of mobile payments that
may over time become a key selling point of the technology.
2. : Benefits to Banking sector

In addition to banking customer’s growth of E-banking infrastructure in general and Mobile

banking in particular has proved to be extremely beneficial to banks and overall bank
organizations on account of following:

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 a) The concept of Mobile banking has immensely helped the banks in putting a tab over
their specific overheads and operating cost.
b) The rise of mobile banking has made the banks more competitive. It resulted in opening
of better prospects and avenues for banking operations.
c) The mobile banking has ensured transparency of transactions and facilitated towards
removing the documentation requirements to a major extent since majority of records
under an E-banking set up are maintained electronically.
d) The reach and delivery capabilities the mobile enabled banks, proves to be significantly
better than the net work of physical bank branches.

2.2.3. Mobile banking challenges

Sarita B. (2012) identified five major challenges in addressing the issue of financial inclusion
through mobile banking.

Regulatory challenges: as the internet allows services to be provided from anywhere in the
world, there is a danger that banks will try to avoid regulation and supervision. What can
regulators do? They can require even banks that provide their services from a remote location
through the internet to be licensed. Licensing would be particularly appropriate where
supervision is weak and cooperation between a virtual bank and the home supervisor is not
adequate.

Legal challenges: electronic banking carries sensitive legal risks for banks. Banks can potentially
expand the geographical scope of their services faster through electronic banking than through
traditional banks. In some cases, however, they might not be fully versed in jurisdictions local
laws and regulations before they begin to offer services there, either with a license or without a
license if one is not required.

Operational challenges: the reliance on new technology to provide services makes security and
system availability the central operational risk of electronic banking. Security threats can come
from inside or outside the system, so banking regulators and supervisors must ensure that banks

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have appropriate practices in place to guarantee the confidentiality of data, as well as the
integrity of the system and the data.

Reputational challenge: Breaches of security disruption to the systems availability can damage a
banks reputation. The more a bank relies on electronic delivery channels, the greater the potential
for reputational risks.

Personal information: internet banks need to collect personal information in order to do business,
but if they do not follow local information collection laws then there could be lawsuits and
government penalties.

2.3. ADVERTISING

Advertisement or advertising material means any material included in a

Television programme service which is designed to advance the sale of any particular Product or
service or to promote the interests of any organization, commercial concern or individual;
whether by means of words, sound effects (including music) and/or of visual presentation and
whether in the form of direct announcements, slogans, descriptions or otherwise, as well as any
promotional reference in the course of a programme to any products or services.

General principles for all categories of services

1. Television advertising should be legal, clean, honest and truthful.

2. The content, presentation and placement of all advertising material must

Comply with the Generic Code of Practice on Television Programme Standards licensees
themselves.

When forming a view about the acceptability of any advertising material, give consideration to
the following factors: -

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(a) Type of licensees

Restrictions on the content, presentation and placement of advertising are to be adjusted

according to the degree of pervasiveness and the nature of a certain category of licensees.

(b) Category of advertisement

The licensee should exercise care in the inclusion in its licensed service of specific categories of
advertisement having regard to the nature of the product or service advertised and the treatment
of the product or service in the advertisement. Advertisements for products and services which
are of particular concern or sensitivity (e.g. alcoholic beverages, medicines, personal products
etc.) are subject to more.

(c) Time of the day

The licensee’s responsibility for sensitive scheduling of advertisements may reduce a risk of
offence to the minimum.

(d) Target audience

The provisions will differ according to the likely composition of the audience to television
advertising. The compliance of an advertisement will be assessed in terms of its probable impact
as a whole upon that particular audience who are likely to be exposed to it.

(e) Circumstances in which the advertisements are shown

Account should be taken of the circumstances in which the advertisements are shown such as the
nature of a channel or a programme in which the advertisement is included or the extent to which
the viewer is able to control its reception. Television is often called "king" of the advertising
media, since a majority of people spend more hours watching TV per day than paying attention
to any other medium. It combines the use of sight, color, sound and motion ... and it works. TV
has proven its persuasive power in influencing human behavior time and time again. But it's also
the "king" of advertising costs.

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2.3.1. Effectiveness of television advertising

Television marketers can optimize their spend by leveraging data sources including high
frequency consumer interactions like website visits and inbound calls to improve television
advertising performance. Advertising using television media is effective because television
commercials are memorable, the large size of the audience it release, allows targeting certain
customers, allows consumers to see and hear a product in operation and has greater sensory
appeal than any other media. Television advertising reach consumers when they are most open to
new ideas, that is to say, the average television viewer is in relaxed state of mind when watching
and they are ready to be entertained and learn new things. Television has the ability to create
deep, long held emotional brand associative and this is an almost unique quality.

2.3.2. Advantages of Television Advertising

Television reaches very large audiences -- audiences that are usually larger than the audience
your city's newspaper reaches. The area that a television station's broadcast signal covers is
called A.D.I., which stands for "Area of Dominant Influence."

Some advantages of television advertising include the following

a) Advertising on television can give a product or service instant validity and prominence.
b) You can easily reach the audiences you have targeted by advertising on TV.
c) Since there are fewer television stations than radio stations in a given area, each TV
audience is divided into much larger segments, which enables you to reach a larger, yet,
more diverse audience. For example Children can be reached during cartoon
programming, farmers during the morning agricultural reports and housewives during the
afternoon soap operas. A special documentary on energy sources for heating homes and
business will also attract viewers interested in heating alternatives.
d) It has the ability to convey the message with sight, sound, and motion and can give a
product or service instant validity and prominence.

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2.3.3. Disadvantages of Television Advertising

a) Even if your commercial is being aired, viewers may never see it unless it is intrusive
enough to capture their attention.
b) Cost involved is very high. That is more than other forms of media such as, radio,
magazine, newspaper, and internet advertising.
c) If the advertisement is not creative enough, audience will not pay attention and the
product will not sell off.
d) Difficult in making changes to the advertisements. If making changes, it costs additional
money.

CHAPTER THREE

3. DATA PRESENTATION AND ANALYSIS

In this section, the overall television advertisement of mobile banking will be discussed. This
data analysis and interpretation part is composed of different data and information that were
gathered through secondary data (written documents) and primary data (questionnaire)

3.1. Profile of Respondents.

As table 1 shows below, 80questionnaires were distributed to Awash International Bank and
commercial Bank of Ethiopia employees, different college students and others (unemployed).
Among these 30 questionnaires were distributed to both banks and 50 questionnaires were
distributed to different college students and others. From 30 questionnaires that were distributed
to bank employees 25(35.7%) questionnaires were successfully completed and returned back to
the researcher and 50 questionnaires were distributed to students and others, 45(64.3%)

16
questionnaires were completed and returned back to the student researcher. All the returned
questionnaires were considered for the analysis.

Table 1.Total Number of questionnaires distributed and returned

Position Number of Number of Percentage

respondents

Samples

Bank employees 30 25 35.7%

Unemployed(student 50 45 64.3%
s and others

Total 80 70 100%
Source: own survey

3 .2 data Analysis

Table 2: Back ground information of respondents

No Item Respondent

Bank employees Unemployed(students and

others)

No Percentage No Percentage

1 Age

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 15-20 - - 4 8.89%

21-30 14 56% 39 86.67%

31-40 7 28% 2 4.44%

41-50 4 16% - -

51-60 - - - -

60+ - - - -

Total 25 100% 45 100%

2 Sex

Male 13 52% 36 80%

Female 12 48% 9 20%

Total 25 100% 45 100%

3 Marital
status

Married 18 72% 2 4.44%

Unmarried 7 28% 43 95.56%

Total 25 100% 45 100%

Source: own survey

18
As shown in the table2 above , from the bank respondents 14(56%) were fall under the age of
21-30, 7(28%) were under the age of 31-40, 18.5%, and a few 4 (16%) of them were under the
age of 41-50.when we look the gender issues of employees 13 (52%) of the respondents were
male and12 (48%) of them were females and from the respondents 18(72%) married and7 (28%)
of the respondents were unmarried. When we look about the unemployed personal data 4(8.89)
were under the range of 15-20, 39(86.67%) were under 21-30, and a few (4.44%) were in the age
of 31-40. Regarding to age majority of the respondents of bank employees fall in the age
category of 21 to 30years old whereas 39 (86.67%) of Unemployed (students and others)
respondents age were fall in the age categories of 21 to 30years old. Concerning sex of
respondents 36(80%) of Unemployed respondents were males and 13 (52%) of the respondents
of Bank employees were males and majority of, 18 (72%) of the respondents of Bank employees
were married where as 43 (95.56%) respondents of Unemployed (students and others) were
unmarried.

Table 3: respondent’s response on ownership of mobile phones

Question Respondent

Do you have mobile phone? Employees Unemployed

No Percentag No Percentag
e e

Yes 25 100% 45 100%

No - - - -

Total 25 100% 45 100%

Source: own survey

As shown in table3 above, all of the respondents, 100% of them have a mobile phone and they
use their phones for different purposes such as sending messages, making alerts, ringing or

19
vibrating, checking their accounts, transferring money for any one account, downloading
different materials and sharing information with friends. Thus in this competitive and ever
changing business world mobile phones are important to make life easy.

Table 4: about smart phones of customers

Question Respondents

Employees Unemployed

Is it smart phone? No Percentage No Percentage

Yes 22 88% 21 46.67%

No 3 12% 24 53.33%

Total 25 100% 45 100%

Source: own survey

As table 4 shows from the CBE employees 22(88%) of them have smart phones and 3(12%) of
them doesn’t have smart mobile phones. As far as the unemployed (students and others)
respondents were concerned 21(46.67%) of them have smart phones and 24(53.33%) of them
were not have smart phone. Based on the responses, the researcher can concluded that most of
22(88%) bank Employees were have smart phones and 24 (53.33%) of unemployed respondents
did not have smart phones. Furthermore unemployment had an impact on being ownership of
smart phones.

Table 5: respondents Response about opening a Bank account

Question Respondents

20
 Employees Unemployed

Do you have a No Percentage No Percentage

bank account?

Yes 25 100% 45 100%

No - - - -

Total 25 100% 100% 100%

Source: own survey

As shown in table 5, all of the respondents (100%) of them have a bank account. This indicates
that respondents have good understanding about saving and having a bank account is important
for different reasons. For example, to automatically pay bills, to keep cash safe, to invest in the
future, to educate children, to develop confidence.

Table 6: about delivery of mobile banking service in banks

Question Respondents

Employees Unemployed

Does your bank No Percentage No Percentage

provide m-banking
service?

Yes 25 100% 39 86.67%

No - - 6 13.33%

Total 25 100% 45 100%

21
Source: own survey

As with innovations in the production of physical products, invention in services delivery must
address customers need and offer them improved benefits, for example easier access to the
service ,a higher quality service, a more consistent service, a faster or less time consuming
service. Mobile banking is a service provided by a bank or other financial institution that allows
its customers make transactions remotely using a mobile device such as mobile phone or tablet,
and software, usually called an app provided by the financial institution for the purpose. As
shown in the table above from those customers who have a bank account 25(100%) of bank
employees said that they were used mobile banking service. From the unemployed respondents
39 (86.67%) of them were used mobile banking service and 6(13.33%) of them said that they
were not used mobile banking service. From this it is possible to conclude that bank employees
were used mobile banking service than the unemployed respondents.

Table 7: Respondents response about internet operation experience

Questions Respondents

Employed Unemployed

Do you have any No Percentage No Percentage

experience in operating
internet?

Yes 25 100% 36 80%

No - - 9 20%

Total 25 100% 45 100%

Source: own survey

22
As table 7 above shows that the internet operation ability of the respondents, 25 (100%) of the
bank employees have enough experience to operate internet and 36(80%) of the unemployed
(students and other) respondents have the experience to operate internet and 9(20%) of the
respondents have no experience in operating internet. This shows that bank employees were have
operation ability of internet than the unemployed respondents.

Table 8: Respondents response about mobile banking information

Question Respondents

Employees Unemployed

Have you heard No Percentage No Percentage

about M-banking
before?

Yes 25 100% 38 84.44%

No - - 7 15.56%

Total 25 100% 45 100%

Source: own survey

As indicated in the table above out of the total respondents all (100%) of the bank employees
have enough information about mobile banking before. When we come to the responses of
students and others (unemployed) 38(84.44%) of them have heard about mobile banking before
and few of them (15.56%) did not have any information about mobile banking service before.

Respondents who have heard about mobile banking, the source of information were from
television advertisement of mobile banking by commercial bank of Ethiopia, radio
advertisements, news paper, and from those who already start to use the service. To generalize
most of respondents have good awareness about the service of mobile banking.

23
3.3. Interest to enroll mobile banking:

Online banking enrollment is required to use the mobile banking application. Respondents
express their positive interest by the following advantages and applications of using mobile
banking service. They can use the service everywhere and any time, it is easy and fast to use the
service, it saves time and minimizes cost, it facilitates the financial transaction because it is the
latest banking technology. Mobile banking is also important to reduce the time to go to bank
physically, to make easy day to day business activities and it enables us to check the account
balance, to transfer money from one account to another and to other individuals, to pay bills, and
to know the balance in our accounts. In addition the mobile banking service enables to get the
service easily, because of its accessibility, saves energy and effort and facilitates the work
process. As shown in the table 9 below, from the respondents of bank employees 22(88%) of
them have the interest to enroll mobile banking service and most of them are now using the
service and3 (12%) of them did not have the desire of register for mobile banking service. When
we look responses of students and others (unemployed) 35(77.78%) of them have interest to
enroll mobile banking service and few of the respondents (22.22%) of them were not use the
service. The respondents who are not interested to have mobile banking service mentioned their
reason that, because mobile banking might be difficult to make a transaction using mobile
phones, since there are a lot of banks around them and lack of the opportunities to get the
service. Based on the responses the researcher can conclude that most of the respondents have
the interest to get mobile banking service with its multiple advantages and employees have more
interest to enroll mobile banking than unemployed respondents

Table 9: respondent’s response about interest of customers to enroll mobile banking

Question Respondents

Employees Unemployed

Do you have No Percentage No Percentage

interest to enroll

24
m-banking?

Yes 22 88% 35 77.78%

No 3 12% 10 22.22%

Total 25 100% 45 100%

Source: own survey

3.4. Frequency of using mobile banking:

This statistic presents the frequency of client’s use of mobile banking channels to engage with
the bank and perform operations. As table 10 shows below among the mobile banking users of
employees 20% of them were used monthly, 16% of the respondents use twice a month, 36% of
them were used weekly and 28%of the respondents did not use the service in a month .

Regarding to the unemployed respondents 26.67% of the respondents were used the service
monthly, 8.89% of them were used twice a month, 13.33% were used weekly, and 51.11% of
them did not use the mobile banking service. From this the researcher can concluded that most
of the employee respondents were used mobile banking weekly whereas unemployed
respondents were used monthly and majority of employee respondents were used mobile
banking frequently but majority (51.11%) of unemployed respondents were not used mobile
banking frequently

Table10: Respondents response to frequency of using mobile banking

Question Respondents
25
 Employees Unemployed

What is your frequency of No Percentage No Percentage

using mobile banking?

Monthly 5 20% 12 26.67%

Twice a month 4 16% 4 8.89%

Weekly 9 36% 6 13.33%

Nothing 7 28% 23 51.11%

Total 25 100% 45 100%

Source: own survey

3.5. Response concerning the adoption of mobile banking

As indicated in the table below regarding the adoption of mobile banking (76%) of the
employees agreed for the mobile banking adoption and 24% of the respondents did not agree for
the adoption of mobile banking. Among the unemployed respondents 77.78% of them agreed for
mobile banking adoption and 22.22% of the respondents did not agree for mobile banking
adoption. Based on the responses the researcher can conclude that most of the respondents were
agreed for mobile banking adoption. This is because most respondents were well aware about
mobile banking service which enables them to get banking information easily and to save
resources such as bank slips. In addition the respondents know using the system is good to have
information of their accounts being everywhere at any time. Regarding to the adoption of mobile
banking service unemployed respondents were more agreed than employed respondents

26
Table 11: Respondent’s response regarding the adoption of mobile banking

Question Respondents

Employees Unemployed

Do you agree to the adoption No Percentage No Percentage

of mobile banking?

Agree 6 76% 35 77.78%

Disagree 19 24% 10 22.22%

Total 25 100% 45 100%

Source: own survey

Table 12: respondent’s opinion regarding the convenience of mobile banking service

Question Respondents

Do you think m-banking is a No Percentage No Percentage

convenience service?

Yes 20 80% 29 64.44%

No 5 20% 16 35.56%

Total 25 100% 45 100%

Source: own survey

27
Ultimately, the convenience of mobile banking is the selling point, as is giving customers the
opportunity to take more control over their finances through transactional and informational
service. As table 12 shows among the employees (80%) of the respondents believed that mobile
banking was convenience service and 20% of respondents said that mobile banking is not a
convenience service.Concerning the unemployed respondent’s response 64.44% of them said that
mobile banking is a convenience service and 35.56%of the respondents said that mobile banking
is not a convenience service. This shows that most of the mobile banking service was
convenience and this is good for financial institutions to develop mobile banking service in order
to expand their services for the customer

Table 13: respondent’s response towards mobile banking easiness to operate

Question Respondents

Employed Unemployed

Is m-backing is No Percentage No Percentage

easy to operate?

Yes 19 76% 28 62.22%

No 6 24% 17 37.78%

Total 25 100% 45 100%

Source: own survey

Ease of use refers to the degree to which a person believes that using a particular system would
be free from high effort. Perceived ease of use is a significant factor affecting acceptance of a
new technology or information system.

As indicated in the table 13 above most employee respondents (76%) responded that mobile
banking was east to operate and 24% of them said that using mobile banking service was not

28
easy task. In the case of unemployed respondents (62.22%) responded that it was east to operate
the service and 37.78% of them said mobile banking service is not easy to use. This shows that
mobile banking service was easy to operate and follow the instructions for most people,
especially bank employees were more easily operates mobile banking service than the
unemployed respondents. Furthermore most of the time peoples are familiar with their mobile
operation and they can know how to do with their phones. Using mobiles for banking service
does not need any more experience even if the technology is new, because everybody uses
his/her mobile phones for day today activities and following the instructions carefully is enough
task to use mobile banking appropriately.

Table 14: respondent’s response on the benefit of mobile banking to customers

Question Respondents

Employed Unemployed

Does m-banking has No Percentage No Percentage

benefit to customers?

Yes 23 92% 37 82.22%

No 2 8% 8 17.78%

Total 25 100% 45 100%

Source: own survey

As indicated in the table above 92% of employee respondents replied that implementing mobile
banking services have a lot of benefits to customers and a few of them (8%) said mobile banking
have no significant advantage to customers. Among the unemployed respondents (82.22%)
responded that mobile banking have many advantages to customers and 17.78% of the
respondents said that implementing mobile banking service didn’t not have fruitful role to the

29
customers. According to the respondents response the following benefits of using mobile
banking were listed:

Mobile banking uses to check account balance, to transfer money to their relatives and from one
account to another, to pay bills, to reduce time, cost, energy and any accidents faced while
traveling physically to banks and it also gives confident of account control because the whole
transaction is done by the customers him/her self . Mobile banking enables the customers to have
transaction out of normal working hours of banks and no need of carrying account books and
gives them satisfaction of using it. To sum up most of the respondents have a good attitude
towards the benefit of mobile banking to customers and customers can get different benefits
while using mobile banking which indicates that people have good awareness about it.

3.6. Response about disadvantages of mobile banking

Mobile banking is directly depending on network facilities, that is when the connection fails the
service fails. In addition fears of theft due to specialized hackers, security issue, and blocking
application system are among the major limitations of using mobile banking service. Plus to that
using mobile banking service is difficult for illiterates and for those who have no mobile phones.
Cash withdrawal or deposit is impossible using mobile phones. The service is also having
drawbacks when our phone is chatted by robbery and attacked by viruses. The service is difficult
for those who can’t read and write, problem of easily understand the instructions due to language
misunderstanding for illiterates and also using the service incurred additional cost to customers.

According to the respondents response the researcher can conclude that, as most of cell phone
applications are designed in foreign language and the majority of unbanked societies, who have
cell phone live in rural areas, where illiteracy rate is high, there exist language barriers to execute
financial transactions via mobile phone, hence regulatory cooperation (harmonization) should be
enhanced among varies stakeholders.

3.7. Response about Television advertising of mobile banking:

Television advertising is a way of promoting products or services using television channels.

Advertising on television offers a number of benefits to business by incorporating sound, images,

30
and movements to make the whole package interesting for consumers. Advertisements that
capture the attention of the audience can start consumers talking, effectively reaffirming the
advertising message. Television advertising creates positive image to customers and attracts the
new customer in bringing them familiar with the products or services to be advertised. Television
advertising initiates the audience to use mobile banking service by transmitting the other
information provided by the banks. Since television advertising shows the products with image
and sounds bankers or any other body can show the instructions in vocal, written or any practical
form about how to use the mobile banking services and it is more attractive than other Medias.

3.8. Response about the characteristics of television advertising:

The following information is taken from the respondent’s response regarding the characteristics
of television advertising:-

Through television advertising we can see, and hear the advertising at the same time creates
image and gives written information when necessary, face to face looking of products is possible.
Television advertising is through watching and enables to see the technique and function of the
product or service to be advertised. Television advertising addresses the same information for
different peoples. Large coverage to reach target group is possible and it is popular, more open
media with the ability to bring audience’s attention. And it doesn’t also require writing and
reading ability.

Table 15: respondent’s response on TV-advertising effectiveness of mobile banking

Question Respondents

Employed Unemployed

Is TV-advertising effective? No Percentage No Percentage

Yes 18 72% 36 80%

31
No 7 28% 9 20%

Total 25 100% 45 100%

Source: own survey

As table 15 shows above, among bank employees (72%) were replied that television advertising
was effective and 28% of them were said that television advertising was not effective means of
advertisement. With regard to the unemployed respondents (80%) were responded that television
advertising was effective and a few (20%) of them were replied that television advertising is not
effective means of advertisement.

Television advertising is more or less effective than other Medias like radio, newspaper,
magazine, and internet advertising because customers didn’t want to lost much time in such
advertising medias and in nature human beings need to entertain than reading and following the
advertisements with newspaper, magazine and internet advertising . Television advertising
considers both literates and illiterates while conducting the advertisement and it has the power to
attract watchers and since it can display the advertisement with images and visual context. Based
on the respondent’s response the researcher can conclude that television advertisement were
effective for promoting mobile banking service.

3.9. Response about who are the beneficiaries from television advertising?

According to the respondent’s response institutions, consumers, producers, are the major
beneficiaries of the advertisement.

Table 16: respondent’s response concerning does TV-advertising address the target user?

Questionnaire Respondents

Employed Unemployed

32
Does TV-advertising No Percentage No Percentage
address the target user?

Yes 19 76% 24 53.33%

No 6 24% 21 46.67%

Total 25 100% 45 100%

Source: own survey

Target users/audiences/are particular group of people, identified as the intended recipient of an

advertisement or message also called target population. Television advertisement addresses the
user those who have the access of television and interested to see the advertisements conducted
through this media. As indicated in the table above 76% of the employee respondents said that
television advertising would address the target user of the product/service to be advertised and
24% of the respondents said television advertising wouldn’t address the target user. And
53.33%of the unemployed respondents responded that television advertising address the target
user of the product or service to be advertised while 46.67% of them were responded that
television advertising didn’t address the target user of the product or service to be advertised.
Based on the respondents’ response the researcher can conclude that most of the time TV-
advertising addressed the target user of the product or service.

Table 17: Respondents response on the advertising system of M-banking

Question Respondents

Employed Unemployed

From TV-advertisement of m- No Percentage No Percentage

banking:

33
 I. Are you clear what it is?

Yes 22 88% 32 71.1%

No 3 12% 13 28.9%

Total 25 100% 45 100%

II. How do you think the best No Percentage No Percentage

way to advertise m-banking?

Similar to other products 12 48% 17 37.78%

Different from other products 13 52% 28 62.22%

Total 25 100% 45 100%

Source: own survey

New means of advertising or informing the customer about the product is a key factor for the
success of a product or service. People will only use a product or a service if they know about it
and demand will not exist if the offering is not properly promoted to them. Promotion consists of
two parts; a message what is said, and a means the route by which that message is delivered

Table 17 shows 88% of employee respondents responded that they can easily understand what is
forwarded through television advertising and 12% of the respondents replied that they didn’t
understand it. In case of unemployed respondents (71.1%) responded that they can understand
what is going on television advertisement while 28.8% of the respondents didn’t understand
clearly. Regarding to the advertisement system of mobile banking through television 48% of the
employees respondents responded that mobile banking advertisement were advertised in similar
to other products on television and 52% of them said that mobile banking advertisement were

34
advertised different from other products on television. And 37.78% of the unemployed
respondents said that mobile banking were advertised similar to other products on television and
62.22% of them said mobile banking advertisement were advertised different from other
products on television. Based on this the researcher can conclude that mobile banking
advertisement were advertised different from other products on television. This also shows that
mobile banking service need practical showing of the instructions on how to use the service and
to enable the customers to read the instructions provided.

Table 18: respondent’s response on the need of practical guide/ demonstration /about M-banking

Question Respondents

Employed Unemployed

Do you need practical guide or No Percentage No Percentage

demonstration about m-banking?

Yes 11 44% 28 62.22%

No 14 56% 17 37.78%

Total 25 100% 45 100%

Source: own survey

As indicated in table18 above among employee respondents 44% responded that practical guide
or demonstration was needed about mobile banking service and 56% of the respondents replied
that practical guide or demonstration was not needed about mobile banking service. 62.22% of
the respondents of the unemployed replied that practical guide or demonstration was needed
about mobile banking service while 37.78% of the respondents were replied that practical guide
or demonstration was not needed about mobile banking service. Based on the respondent’s
response the researcher can conclude that most of the unemployed respondents need a practical
guide about mobile banking service than bank employees.

35
3.10. Selecting the best advertising media:

In this regard different ideas of the respondents are raised. Most of them believe that selecting
the best advertising media depends on the nature of the advertisement and the products to be
advertised with their respective target users. The number of the target group, cost incurred to the
advertisement, television and channels availability are among the factors which can guide in
choosing the best advertising media. For those who stayed at home door to door advertising is
better and message advertising like 8100A is good because everybody can’t leave the message
without seeing when his/her mobile phone is ringing.

CHAPTER FOUR

4. CONCLUSION AND RECOMMENDATION

4.1 Conclusion

The main conclusions of the study and the associated follow-up actions considered to be needed
are given below.

Regarding to age majority of the respondents of bank employees fall in the age category of 21 to
30 years old whereas 39 (86.67%) of unemployed (students and others) respondents age were fall

36
in the age categories of 21 to 30 years old. This shows that in one side bank employees were in
the productive age categories and on other side the productive age people were unemployed. In
this competitive and ever changing business world mobile phones were important to make life
easy and regarding ownership of smart phones most, of bank employees were have smart phones
but unemployed respondents did not have smart phones. Furthermore unemployment had an
impact on being ownership of smart phones. People have good understanding about saving and
having a bank account is important for different reasons. For example, to automatically pay bills,
to keep cash safe, to invest in the future, to educate children, to develop confidence and bank
employees were used mobile banking service than the unemployed respondents and bank
employees were have operation ability of internet than the unemployed respondents. Most
respondents have awareness about the service of mobile banking and have the interest to get
mobile banking service with its multiple advantages and bank employees have more interest to
enroll mobile banking service than unemployed respondents.

Most employee respondents were used mobile banking weekly whereas unemployed respondents
were used monthly and majority of employee respondents were used mobile banking
frequently but majority (51.11%) of unemployed respondents were not used mobile banking
frequently . Regarding to mobile service adoption, most respondents were agreed for mobile
banking adoption. This is because most respondents were well aware about mobile banking
service which enables them to get banking information easily and to save resources such as bank
slips. In addition the respondents know using the system is good to have information of their
accounts being everywhere at any time. Regarding to the adoption of mobile banking service
unemployed respondents were more agreed than employed respondents and most of the mobile
banking service was convenience and this is good for financial institutions to develop mobile
banking service in order to expand their services for the customer. Mobile banking service was
easy to operate and follow the instructions for most people, especially bank employees were
more easily operates mobile banking service than the unemployed respondents and most
respondents have a good attitude towards the benefit of mobile banking to customers and
customers can get different benefits while using mobile banking which indicates that people have
good awareness about it. Concerning disadvantages of mobile banking, it is difficult for illiterate
people who cannot read and write anything and for those who have no mobile phones and cash
withdrawal or deposit were impossible using mobile phones.

37
Television advertising addresses the same information for different peoples and reaching large
target group is possible. Television advertisement was effective for promoting mobile banking
service and most of the time TV-advertising addressed the target user of the product or service.
Mobile banking advertisement was advertised different from other products on television. This
also shows that mobile banking service need practical showing of the instructions on how to use
the service and to enable the customers to read the instructions provided. Most unemployed
respondents need a practical guide about mobile banking service than bank employees.

4.2. Recommendation

The study recommends the following points based on the analysis:

Some people were not interested to have mobile banking service because they were assume that
mobile banking might be difficult to make a transaction .so that financial institutions ,specially
banks should create awareness how easily make transaction through mobile banking .

Mobile banking service is difficult for those who can’t read and write, because of problem of
understanding the instructions due to language problems for illiterates. Thus the concerned body
should make short and simple the instruction of Mobile banking service if it is possible.

Mobile banking service need practical showing of the instructions on how to use the service
because of the technical nature of the service itself .Thus financial institutions /the concerned
body /better to use personal sales promotion more than advertisement .

Mobile banking is directly depending on network facilities, that is when the connection fails the
service fails and blocking of application system happen due to network facilities problems. Thus
if it is possible the concerned body better to make mobile banking independent from netwsork
facilities.

38
Reference

Agarwal and Prasssad(1997)the role of innovation characteristics and perceived voluntariness

in the acceptance of information technology

Andrew(2009)rethinking the financial network

Anguelove(2004)animation regarding systems and methods

Byers and Lederer(2001)retail bank service strategy:a model of traditional electronic and mixed
distribution choice

Daniel(1999)provision of electronic banking in the UK and the Rebublic of Ireland

39
Dewan and Chen(2005)acceptance and use of mobile payments
Fhilip Kotler & Gan Armstrog (1998) principle of marketing 8th edition pp, 637

Giannakoudi(1999)internet banking:the digital voyage of banking and money in cyberspace

Grabner,Krauter and Kaluscha(2003)trust and technology in aubiqutous modern environment

Jim Bruene(2006)online financial innovation:online banking release study on person to

person(p2p)lending

Khalfan(2006)managing knowledge in the context of sustainable information technology

development

Laukkanen and Lauronen(2005)consumer value creation in mobile banking service

Michel R.Czinkota and Ilkka A.Ronkainen(1998)international marketing illustrated edition

Oyedepo(2012)business and career Breakthrough-walking in financial fortune

Peter M.Ebling(2001)version of online record

Tan and Teo, 2000- factors influencing the adoption of mobile banking: journal of the
association for information systems

Tiwari and Buse (2007) the mobile commerce prospects

Tylor Todd(1995)understanding information technology

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Weber(2010)active labor market policy evaluation

40
 Addis Ababa University

College of Business and Economics

Department of Management

Questionnaire for Television Watchers and Mobile Banking Users

Dear respondent the purpose of this questionnaire is to identify the

effectiveness of television advertising of mobile banking. You are kindly
requested to fill out the questionnaire accurately and frankly.

Instruction: put (x) mark in the box for cloze ended questionnaires.

I would like to thank you in advance for your cooperation.

41
  Respondent’s general questions

Age group 15-20 21-30 31-40

41-50 51-60 60+

Gender M F

Occupational status:

Student employed unemployed

others

Marital status

Married unmarried

1. Do you have mobile phone? Yes No

2. Is it smart phone? Yes No
3. Do you have a bank account? Yes No
4. Does your bank provide mobile banking service? Yes No
Open ended questions
5. Do you have any experience in operating internet? If your answer is No, why
not?------------------------------------------------------------------------------------------------------
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6. Have you heard about mobile banking before? If yes, from whom?
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7. Do you have any interest to enroll mobile banking? Why or why not?
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42
 ------------------------------------------------------------------------------------------------------------
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8. What is your frequency of using mobile banking?
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9. If you agreeable to the adoption of mobile banking mention your reason, if not also
mention your reason.
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10. Do you think that mobile banking is a convenience service sector? In what cases?
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11. Do you think that mobile banking is easy to operate? How?
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12. Do you think that the implementation of mobile banking would benefit customers? write
your suggestion
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43
13. In your opinion what is the advantage and disadvantage of using mobile banking?
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14. What is your thinking on TV-advertising of mobile banking?
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15. What distinguishes TV-advertising from other Medias?
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16. Do you think that TV advertising is effective? write your suggestion
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17. Who is the beneficiary from TV-advertising?
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18. Do you think that TV-advertising will address the target user? Why or why not?
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44
 ------------------------------------------------------------------------------------------------------------
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19. What activities are done using mobile banking technologies?
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20. For what banking activities do you use your mobile
phone?---------------------------------------------------------------------------------------------------
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21. television From advertisement about mobile banking by commercial bank of Ethiopia:
I. Are you clear what it is? Yes or No
II. How do you think is best way to advertize mobile banking?
 Is it similar to other products on television ?or
 Different from other products

22. Do you need some kind of demonstration or practical guide through mobile banking by
commercial bank of Ethiopia? Or have you got
before?---------------------------------------------------------------------------------------------------
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23. What risks or fears do you have regarding mobile
banking?-------------------------------------------------------------------------------------------------
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45
24. Tell me the best advertising mechanism you
think?----------------------------------------------------------------------------------------------------
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46