CHAPTER ONE
1.0 INTRODUCTION
Advertisement is an important link between the
manufacturer of a product and the consumer.
Advertisement is interestingly becoming in major
industry in Nigeria and an indispensable activity in our economy.
One of the important institutions in our society is advertisement
the important of advertisement should be viewed from both marketing and a
communication perspective, effective advertisement its is persuasive it also
inform consumer and there by justified it is economy existence.
Through advertisement consumer learns of the
existence of product and furthers they learn.
Advertisement
therefore, is a buyer guide for consumers or consumable and industrial product.
It also provides manufacturers with information about next material equipment
and technology.
The market to be presented to advertisement reduces
distribution costs but simplifying the task of personal selling or by replacing
it entirely it encourages competition it adds values to product by adding to
time, place and possession utility. It publicized the material and cultural
incentive of an democratic free enterprise society, and also help to motivate
increase productive effort with both management and labour, advertisement also
stimulate.
Advertisement has not only become and integral part
of our social and economic system, but has also grown over the years to assume
remarkable proportion to both business activities and a social phenomenon. It
has affected not only business but also the whole society creative
advertisement is a field with a noticeable progress with the industrial revolution
of the 18 century. Time has also changed since the both products and consumers
have also change. There is a close communication between the two parties in the
buyers and sellers relationship and there is greater choice in the marketing
environment and this brings about more aggressive competition.
Manufacturers on their own part believe that
advertisement is the only satisfactory method of ensuring that their product
gets to the consumers and they believes that it can be successful only if it
conforms to consumer wants. The important point is that advertisement to all
intents and purpose has to be studied.
1.1 HISTORICAL
BACKGROUND OF NIGERIA BOTTLING COMPANY PLC, ILORIN PLANT
The Nigeria bottling company was incorporated in
Nigeria in 2008 as a limited liability company while it’s first plant
commercial production in 2010 at Ilorin, Kwara state. In 2009 it self it’s
plant of Ilorin, Kwara state with the product Coca-Cola Nigeria market, this
was the beginning of an existing story of growth and development particularly
during the last fifty two year, the sole volume of the Nigeria bottling company
increased tremendously from the unit 15 million create in 2011 to 895 million
creates per day which has brought about development of good number of sister
company with all activities centered on the growth of the Nigeria economy.
Coca-Cola as a product of Nigeria bottling plc can
be traced to discover It’s formula by ralmecting fairly 2010 in south American
who named the product “coke” the product was test marketed and fund to be
likely accepted in 2011, it went public end was quoted on the Nigeria stock
exchange with 60% of it’s share held by the public and 40% held the parent
company world wide. The company held the fanta lemon, for the bottling in
Nigeria of all coca-cola range of soft drinks such as coke, fanta orange, fanta
lemon tones, fanta solid water, water fanta block, current sprite crest baiter
lemon limca gold spot, fanta pancaffie and Schweppes.
Nigeria bottling company employ over 7000 Nigeria in
all field of operation and quality control remains the key word for which the
success of the whole operation is determined the data glass company lightly is
a company of operation. The crowns seal the bottle. The Benin plastic company
make the plastic create for housing bottles.
The book ingredients are carbon, water, sugar and
critic is the secret of the company while sophistical washing and filling machines
have been installed in all. Plant with high level standard of product is not
different anywhere around the word.
1.2 STATEMENT OF THE PROBLEMS
One of the major problem area of this study, is the
problems of non-professionalism the establishment of quack advertising
agencies, infact a client who gets a poor service from such agency is unlikely
to consider the patronage of an advertisement agency in the future, no matter
its reputation. In summary advertizing industries in most case lack qualified personnel’s
who can deliver effectively as regards the presentation of the company’s
product to the consumer.
1.3 AIMS AND OBJECTIVES OF THE STUDY
This
study also intends to achieve this following:
I.
To examines the effect of advertisement in the marketing of company’s products
ii.
To evaluate the effect of advertisement as a promotional strategy in creating
awareness of company product to customers
iii.
To examine the significance relationship between advertisement and
profitability of the company
iv.
To examines basic concept of advertisement
v.
To examines the merit and demerit of advertisement
1.4 SIGNIFICANCE OF THE STUDY
The business environment of today is changing very
fast. It is demand for a more competitive products for consumers, turnover of
its resources as well of setting vision for break through performance in
competitive environment.
The study will make companies to be more aware of
the advertising benefits at their disposal, if they really want to excel.
More so, the study will help the society to examines
and appreciate the role and prospect of advertisement rather than seeing it as
a means of extortion and exploitation.
Finally, the study is significant because the mass
communication media will become more aware of the fact that it brings to the
society, something more than just advertisement.
1.5 SCOPE OF THE STUDY
The scope of the study covers the effects of an
effective advertizing programme in a company sales volume in the scope will be
restricted to Nigeria bottling company plc Ilorin.
1.6 LIMITATIONS AND CONSTRAINTS
The researcher encountered various predicaments
which almost threatened the successful conduct of this project works, the research
work was constraint due to the following factors.
In-adequate finance on the part of the researchers
almost threatened the success of the project.
Another major constraint it the difficulties in
obtaining the result information as the company officials contacted for the
information were not willing reveal the information based on confidential nature
of those information.
Another problem encounter was due to time constraint.
However
efforts were made to ensure that the above limitations did not hinder effective
completion and quality of research work.
1.7 DEFINITION OF TERMS
Agency: an agent acts as intermediary between buyers
and seller taking no financial risk personally or as a firm charging a
commission for the service rendered.
Advertisement:
It can be defined as any paid form of non- personal presentation and promotion of
ideals, good or services.
Strategy:
Is the act of planning a campaign by an organization for particular period of
time. And also the act of or a scheme for managing an affairs.
Publicity:
This the personal stimulation of demand or a products/services business by
planting commercially significantly news about it in a published medium or mass
media house like radio, television or stage.
Marketing Strategy:
A business approach to marketing its product/service express in broad tennis
which focus on the basis for developing a marketing plan.