ABSTRACT
This study was carried out to access advertisement and sales promotion on the success of business organisations. Case study of De-United Food Resources Industries Limited, Ijoko Road, Ota, Ogun State. 300 customers formed the population of the study. Four research questions were developed to guide the study structured questionnaire title An assessment of advertisement and sales promotion on the success of business organizations was used as instrument for the population for data collection. Frequency table and simple percentage were used in analyzing the data collected in the course of the study. It was revealed that the roles played by advertisement and sales promotion in various business enterprises makes it possible for the market share to improve and provides the ability to utilize maximum manufacturing capacity and also create confidence in the management concerning their level of forecasts e.t.c.
Hence, both advertisement and sales promotion considerably contribute to the success and survival of business organisations. It was recommended that, among others, government should take active part by regulating advertisement and sales promotes, restricting and even terminating advertisement of harmful products and ensure proper consumer education.
CHAPTER ONE
1.0 INTRODUCTION
Advertisement and sales promotion are not new messages in the ears of majority of the inhabitants of the world. The importance of both sales promotion and advertisement cannot be ignored or overemphasized on the success of business organisation.
Oluwaniran Wole (2003) asserts that no matter how well made, branded and well packaged a product could be, if it does not sell, there is every tendency that the concerned organization may not survive.
The two terms “Advertisement and sales promotion” are parts of the controllable variable of marketing. They are elements of promotion as promotion itself is one of the components of marketing.
According to Williams wells, John Burnett and Sandra Moriarty (1989) Advertisement is an essential aspect of marketing that everyone is exposed to everybody it persuades people to purchase new products visit specific outlet take advantages of special offer and even warming people about danger associated with the use of certain products.
Oluwaniran Wole (2003) also stated that advertisement is mainly designed to persuade target audience to make demand for the product by creating awareness on the product. It is also designed to create good public all those can be done through Radio, Television, Newspapers. Magazine and outdoor techniques.
Oguniran .W. (1999) asserts that unlike the definition highlighted. He defined sales promotion as a non-personal, non- recurrent method of promoting sales. He said the word “non- personal” depicts the fact that sales promotion is not aimed at just only a single person, while “non- recurrent” means sales promotion should not be too much repeated overtime.
According to Oluwaniran Wole [2003] sales promotion can also be seen as a short term incentives offered to consumers, members of the trade or the company’s sales staff in an effort to boost sales.
Some people always have misconceptions of the two terms “Advertisement and sales promotion” to be the same thing. This conception is far from being true, though advertisement and sales, but still, there are some differences such as those given below:
1. Advertisement create awareness only while sales promotion takes the products a long side with incentives to the consumer.
2. Advertisement uses media such as radio, television e.t.c. as its tools while sales promotion uses incentives such as free goods, sample, contest e.t.c. as its tools.
3. Advertisement can be carried out continually and persistently while sales promotion is expected to be for a short period of time. Oguniran W. (1999).
There are different ways of advertising goods and services. These includes the use of radio, television, newspapers, magazines and outdoor technique (i.e banner, notice boards, sign boards e.t.c.).
The importance of advertisement and sales promotion on the success of business organisation cannot be overemphasized, in that they contribute in no small measure to the effective operation of business. Some of the important are given below:
1. Advertising and sales promotion leads to increase in the quantity of goods supplies to the market as a result of increase in demand and production.
2. Advertising and sales promotion leads to increase in the profit of firms which consequently help them to embark on expansion processes.
3. Advertising encourages competition among firms which leads to increase in the quantity of goods and services.
4. Sales promotion and advertising creates employment opportunities; for many people either directly or though helping firms to expand (Johnson. Ugoji. Anyaele 2003). Nevertheless, advertisement and sales promotion are faced with various problem. Some of which are itemized below;
1. advertisement and sales promotion are faced with problem relating to consumer protection (i.e. the consumer is left to false claim and in some instance, dangerous practice)
2. some products that have negative consequence such as tobacco that are advertised are regulated vigorously in some countries but taken with levity hand in some countries such as Nigerian.(Deborah Mann 2008). In conclusion the researchers examine extensively the assessment of advertisement and sales promotion on the success of business organisation.
1.1 STATEMENT OF THE PROBLEM
Initially the success of failure of advertising is anchored on its handling. It is when advertising and sales promotion are not expertly handled that a lot of money will be put into it without success (Johnson U.A. 2003)
The statement of the problem comprises the following;
Problem on advertising in relation. Problem on advertising in relation to product awareness. Problem on advertising in relation to authority. Problem on sales promotion in –relation to middlemen, especially retailers dishonesty.
1.2 PURPOSE OF THE STUDY
Specifically, the study is aimed at assessing the role of advertisement and sales pr motion on the success of business organisation
To clarify the meaning of advertisement and sales promotion. To ascertain ways adopted by various business organisation (especially “De-United food resources Industries limited) to advertise and promote sale of goods and service To assess the role which advertisement and sales promotion played in various business enterprise (most especially De United food resources Industries limited Ijoko road, Ota, Ogun, state, Nigeria). To determine the problem facing advertisement and sales promotion.
1.3 RESEARCH QUESTION
What are the meanings of advertisement and sales promotion in De United food resources industries limited? What are the ways adopted by various business organisation (especially De United food resources Industries limited) to advertise and promote the sale of goods and service? What are roles played by advertisement and sale promotion in various business enterprises? What are the problems facing advertisement and sales promotion?
1.4 SIGNIFICANCE OF THE STUDY
This study is being carried to be of great benefit to three (3) categories of people namely: business organisation the government and the researchers.
Business organisations are expectance to the beneficiary of the study in the sense that know the promotion sales and advertising of goods and service.
It will also educate the government about the problem facing advertisement and sales promotion so as to find lasting solution to them.
Finally, the study is carried out to educate the researcher (as business students) and other business association on the different between advertisement and sales promotion so as to use the information in the course of other workers.
1.5 SCOPE OF THE STUDY
This study covered only De- United foods resources Industries limited, Ijoko Road, Ota, Ogun, State.
1.6 DEFINITION OF TERMS
Assessment: A process in which one make a judgement about a person or situation.
Advertisement: A public announcement by a company in a newspaper, television, radio, magazine or over the internet intended to inform o=r persuade the buyers.
Sales Promotion: A short term incentives of the trade or the company’s sales staff in an effort to boost sales.
Business Organisation: The collection of people that implies the mooting and automatic working of any scheme of providing wealth well them gh-nut- in advance.
ShortTerms: The state of not lasting long or being repeated continually.
Incentives: The attraction added to goods and service to arouse the motivation of the buyers or clients
Out Door Technique: The art of putting out notice boards, banner or signboards for the purpose of advertising.