ADVERTISING, ITS ROLE AND IMPORTANCE IN THE MARKETING OF CONSUMER PRODUCT (A CASE STUDY OF GLOBAL SOAP & DETERGENT INDUSTRY LIMITED ILORIN)
ABSTRACT
This project work has been specifically written to look into the role and importance of advertising and also to find the advertising philosophy of an organization.
The research intend to know how the organization has been applying the philosophy of marketing to advertise and market their products and at the same time to study consumer reaction towards the company’s advertisement therefore the study is specifically undertaken to know.
i. The influence and effectiveness of global advertisement on consumer attitude
ii. The image created by the organization for certain product
iii. Advertisement contribution to sale performance of certain product been manufactured and marketed by global soaps and detergent industry.
However the key terms on this project work consist of advertising marketing and consumer product.
ADVERTISING: Is any paid form of impersonal presentation of product or ideas of commercial significance to prospective buyers moreover the importance of advertising include the following. provide information about old and new product reducing distribution costs by pre-selling good by contributing to economic growth and expands job opportunities by creating mass markets that encourage economic of scale in production
MARKETING: Can be define as the management function which organizes and directs all those business activities involved in assessing and converting consumer purchasing power into effective demand for a specific product or service organizational goal more so the importance of marketing includes the following. To create awareness to persuade customers to increase market share for profit maximization, to retain both immediate and potential customers, passing information about newly innovated products.
CONSUMER PRODUCT: Consumer products are goods or services that are use for consumption directly to gain satisfaction. Consumable goods can be classified as following. Foods stud e,g rice, gari, tomatoes, yams. It can also be classify as services render e.g shipping, transportation e.t.c. The followings are importance of consumer product. They are useful for consumption, for sustenance and preservation of life, it also serves as a means of deriving standard of living, and consumer product also serves as a means to make life easier in terms of rendering services. The whole work will comprise of the following chapters, chapter one of the project work discuss the introduction of the subject matter, the statement of the problem, the objective of the study, the scope and limitation of the study and definition of the key terms.
Chapter two contains the historical background of the study, marketing (concept and meaning), advertising (role and importance) consumer goods and empirical review.
Chapter three entails writing of the issues such as research population and data collection, instrument, administration of instrument, basic assumption and method of data presentation and analysis.
Chapter four explains in details presentation and analysis, data presentation and analysis.
Lastly, chapter five entails summary, recommendation, conclusion and reference.
TABLE OF CONTENT
Title Page
Certification
Dedication
Acknowledgment
Table of content
Abstract
CHAPTER ONE
1.1 Introduction
1.2 Statement of Problem
1.3 Objective/Significance of the Study
1.4 Scope and Limitation of the Study
1.5 Definition of Key Terms
CHAPTER TWO
2.1 Historical Background of the Study
2.1 Marketing {Concepts and Meaning}
2.2 Advertising {Role and Importance}
2.3 Consumer Goods
2.4 Empirical Review
CHAPTER THREE
Research Methodology
3.1 Research Population
3.2 Research Design
3.3 Data Collection Instrument
3.4 Administered of Instrument
3.5 Method of Data Presentation
CHAPTER FOUR
Presentation and Analysis of data
4.2 Data presentation and analysis
CHAPTER FIVE
Summary, Conclusion and Recommendation
5.1 Summary
5.2 Recommendation
5.3 Conclusion
Reference
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 Nigeria.
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.
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