a. Publicity: Publicity involves generating non-paid media coverage to promote a bank’s image or products. In Ghana, it’s earned through news releases or events, like GCB Bank’s community initiatives post-DDEP, enhancing credibility under BoG’s ethical guidelines. It’s cost-effective but uncontrollable, aiding awareness without direct advertising costs.

b. Branding: Branding creates a unique identity for bank products/services, building recognition and trust. Ecobank Ghana’s consistent logo and slogans position it as innovative, aligning with marketing plans and Act 930’s fair practices. Strong branding differentiates in competitive markets, fostering loyalty through emotional connections.

c. Observational Research Method: This market research technique involves watching customer behaviors without interaction, e.g., monitoring branch foot traffic at Stanbic Bank to assess service preferences. It’s useful for unbiased data on usage patterns, supporting segmentation under BoG’s data directives, though ethical privacy concerns apply.

d. Sponsorship Advertising: This is funding events or causes in exchange for exposure, like Access Bank sponsoring Ghanaian sports to associate with community values. It builds goodwill, complying with corporate governance, and targets audiences effectively, boosting brand visibility in a regulated environment.