CHAPTER ONE
1.1 INTRODUCTION
In an attempt to achieve the set goals of an organization,
the organization must effectively communicate to the potential consumers and
create awareness as to the existence of the product and the benefits to be
derived from its usage. All these are of vital importance.
The concept of marketing is gaining more attention from
various firms and companies, institutions, nations and from various exchange
institutions.
Basically, marketing focuses its attention upon certain
variables that serve as a tool of function in which advertising as a means of
communication happen to be one of them and it can best described as a leading
role of an organization project. It is said that consumers have every right to
be adequately informed about any product of their choice.
Therefore, effective communication to consumers, increase
their awareness as to product existence and benefit derived from their usage
which is paramount to various marketing oriented companies.
Advertising is a process of getting an idea about a brand
into consumer’s head, (i.e an idea which will move him or her towards
purchase). A basic fact of life about marketing is that a product cannot sell
itself: even a product that is designed perfectly to meet buyer’s desires and
offered in affordable information about its availability and benefits are
provided. For this to occur, we must understand both the brand and the
consumer. The extent in which audiences receives and interpret advertisement
determines the effectiveness of advertising.
Advertising must be received before it can be acted upon.
Advertising is a major tool that firms adopt in reaching their customers. Firms
use advert to alter or change their attitude and behaviors of their customers.
Organization use advertising to persuade customers to buy what they do not
really need.
1.2 STATEMENT
OF PROBLEMS
Despite all the benefits derivable from advertising and the
need to keep up with stiff competition in market places, many organizations
especially, in developing countries stiff fails to accept advertising as a
marketing tool to be reckoned with. Rather, advertising budgets has been
regarded as a waste and drain on their profits. Besides, critics of the
marketing tools sees it as an evil that has eroded all rational thinking of the
consumers’ reaction to purchase and increase sales.
1.3 OBJECTIVE/SIGNIFICANCE
OF THE STUDY
The research will be carried out to find out the adverting
philosophy in our industries.
The study is specifically undertaken to know the role and
importance of global advertisement on consumers attitudes and preference in the
firms products and also to know the reasons for recent increase in the
advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well
to study consumers reaction the company advertisement.
The study will help to know the image that the company
commands, generally in the market and the image it creates in consumers
concerning certain products of the organization. The marketing activities are becoming complex
as a result of increasing stiff competition from various manufacturers to
support their existence in the market places.
A lot of product are now struggling for the few earned by
consumer naira. One must focus more attention on the importance of advertising,
which is to inform and persuade consumer towards products and attribute
benefits.
Manufacturing organization are making serious effort to
motivate people towards purchasing their products and at the same time protect
goods image of the organization. While focusing attention on advertising it
must be equally, borne in mind that consumers are often irrational,
unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of
consumers. However another significance of this research work includes:
1. It creates
mass markets that encourage economic of scale in production.
2. It reduce distribution costs by
pre-selling goods
3. It
contributes to the maintenance of high quality standard by making the public
aware of the identify of the manufacturer.
4. It also provides information about old
and new product.
1.4 SCOPE
AND LIMITATION OF THE STUDY
This project research will be restricted to advertising as a
promotional tool, and it is going to deal precisely with the contribution of
advertising in the development of manufacturing industry in .
However, the following areas are going to be covered.
Advertising planning in global industry, concept of
advertising, the meaning of company performance in relation to the sales
performance and image of advertising product.
The study will involve one Global Soaps products. And again
the study will also emphasis whether advertising is necessary or not during the
period of recession.
That is, when the sellers, market prevails. The study will
embody the concept of promotion in general and different techniques of
advertising use in promoting Global products and suggest, if necessary, at the
end of the study, the possibility of improving the present advertising
programme to make it more effective.
One important problem encountered during the undertaking of
this research study is financial constraint, which deprived the research work
and the ability to visit many places and meet widely dispersed consumers of
global product to gather enough information or data needed.
The general attitudes of the respondents given questionnaire
and those interviewed personally also constitute another constraint to the
project.
1.5 DEFINITION
OF KEY TERMS
VARIABLE:
This variable means different tools or method use in carrying out
advertisement.
BRAND:
Brand represents the various types of products talking about the size, the
colour, the packing e.t.c.
PHILOSOPHY:
This implies the ways and manner by which advertising activities are been
carryout to inform, to aware, and to persuade consumers.
STIFF
COMPETITION: This implies a situation where we have very strong competitors
producing the same or similar products at a very high rate.
MOTIVATION:
This means, encouraging the potential customers to buy their products in other
to safeguard the organization products.
PROFIT:
This implies all the gains and reward from all capital invested.
PRODUCT:
Product means the total good & services produce.
VALUE:
This means the amount or worth or capital invested to produce goods &
services
SOPHISTICATED:
this implies a very good ways of persuading both the potential and immediate
customers to retain their loyalty towards the product.
POTENTIAL
BUYER: This implies old and long term customer that as been loyal to the
product.
COMMUNICATION:
the means the process of desminating or processing of passing useful
information about the product.
SAMPLE:
A small part or quality intended to show what the whole is like.