Manufacturers put into the market new product from time to time in order to
meet the going held of the society.
However, every business is
aimed at profit maximization and also the risk aspect most be put into
Considering the number of new
products in the market and the percentage that succeeds, one would discover
that greater percentage fails in the market. The question then is whether
those that fall a need to satisfy in the society if they have, why do they
A new product needs patronage
in other to stand and its adoption depends on the degree of awareness of the
existence of the product.
In order to make a new product
known to people, a proper use of the marketing mix, especially advertising must
be made. Most unfortunately, some manufacturers have not really blended
adopted and practiced this, to the extent that it will be able to achieve its
objectives. This is however calls for a reassessment of the marketing,
strategies, especially the promotional strategies.
Data collection for this work
was done through the use of questionnaires interview and observation to expose
all possible areas of hypothesis statistical test of chi-square.
From the investigation, it was
discovered that there is no positive and significant relationship between
effectiveness of advertising on new product adoption is not relatively depended
on the advertising massage should be persuasive and meditating in nature.
Recommendations were offered in
line with the findings of this study.
TABLE OF CONTENT
CHAPTER ONE: INTRODUCTION
Background of the Study
Statement of the problem
Objective of the Study
Statement of Hypothesis
Significance of the Study
Scope and Limitations of the
Review of related Literature
Design of the Study
Selection of Population
Method of Analysis Data
Statistical Technique for
PRESENTATION, Analysis AND INTER-PRETATION of data
SUMMARY, RECOMMENDATION AND CONCLUSION
1.1 BACKGROUND OF THE STUDY
Advertising is a powerful marketing communication tool used by companies to
fulfill the promotional task. It is the act of communicating with the
consumers, to inform the public about the existence of a manufactured product
Advertising attracts the attention of the consuming public. Most often,
firms in various industries try to stimulate sales through the manipulations of
consumers, psychological, emotional and economic rate of mind through the means
This often happens when there
is an intense competition in the business line, manufacturers or producers find
a pressing need for promotional or advertising activities.
Advertising in other words called communication mix is used in promoting a
product both new and old, that is communicating the consumers in the use and
purpose of the new product, including the need for it. Since the purpose
of advertising is to change customers attitude or patterns or behaviour towards
a product or service in a direction fovaourable to he advertise as well as
increasing the sales volume. It is pertinent therefore, for firms to
embark on descriptive informative advertisement attracts attention to the
existence of a new product and motivating the public to buy a trial supply or
perhaps accept a free sample may be rendering a desirable service.
Although it contains no word about the product composition or performance of
the products existence.
Advertising as an exercise in
information persuasion and communication is related because to inform is to
persuade and a person who is persuaded is also informed, and persuasion and
information become effective through some form of communication, therefore
advertising/promotion is the design and management of a marketing subsystem for
the purpose of informing and persuading present and potential customers.
Moreover, when a new product is introduced in the market, an initial risk is to
make buyers aware of its value and existence. The role of information in
promotion, however, is to restricted to new product because buyers differ in
stage of their relationship with a product. Even products that have been
is the market for years still need information support. It’s also needed
during periods of shortages. Promotion in this period could take the form
of structural information, emphasizing on product conservation or an
instructional programme to help consumers with the products. It can also
be very useful to stimulate sales when the company is having very low sales.
Obliviously, the basic objective underlying all advertising on the part of the
production in an increase in sales volume brought about the
advertisement. This aim may be further subdivided in terms of dimension
and by devising strategies aimed at achieving either short or long term gains
however, both aims will be achieved, but the immediate objective until
condition the strategy and the promotional tools employed.
By and large, we can infer that the motive of advertising is not to write great
literature but to present the prettiest picture or to entertain the audience
through some or all of these elements are often present in advertising.
Advertising is first and for most a sales tool and we must never lose sight of
Again, advertising is also a
major stimulant to vigorous economic growth and stability. Advertising
promotes a more efficient use of the natural resources, it is a key linking the
marketing process, the aim of which is to produce what the market needs and can
Having dealt extensively with the concept of advertising, we can now look into
the impact of advertising. So once it has been determined that a key
problem or opportunity for the brand/product involves its communication with
consumers, thus, an integral part of the advertising planning and decision
making process is an assessment of the role that advertising is meant to
play. As in the part of communication mix, once this perspective has been
gained the brand manager must design a marketing and communication plan with
the different elements complement and each other increasing the sales of the
Advertising as a communication tool and in most cases, is advantageous to set
objectives and measures the result in terms of intervening variables like brand
awareness, brand image, or altitude. However, these communication tasks
are ultimately expected to create a behavioural response to the market place.
Also, advertising as a sales tool has acquire a wide range of acceptance as a
functional form of promoting sales. Firms, therefore, should adopt it so
as to enable them properly set an objective selection of tools, effective
implementation and channeling of resources as well as profit maximization
through increased sales.
According to Adirika, Ebue and Nnolim (1996:106-112) advertising is a powerful
marketing communication tool used by companies to fulfill the promotional tool.
It is an impersonal form of
communication or presentation of goods, ideas, or services conducted through
paid media under open or identified sponsorship. Every thing about
advertising is a sponsor sending a message, called advertisement, through one
mass media (radio, television, newspapers, magazines) to reach large numbers of
potential uses or buyers of product. By itself, advertising is a vital
marketing tool that helps to sell goods, services, images and ideas through
information and persuasion.
Many companies consider advertising a superior promotion tool to personal
selling, sales promotion or publicity. This is because advertising
provides multiple presentation to masses of people with one message, compared
with personal selling that involves individual contact with each
prospect. Sales promotion frequently require individual contact also,
publicity may provide multiple simultaneous presentation like advertising, but
the firm has limited control on the message content and placement. While
advertising is given such a credit, it is crucial to our understanding, therefore,
that we appreciate from the start the real place of advertising in marketing,
the best advertisement cannot sell a product that is not available nor will it
convince people to buy products that they feel are of poor quality, too
expensive or below expectations. As a matter of fact. The best way to
kill a bud product is to advertise it. Advertising on its own rarely sell
promotion mix variables, and the other marketing concerns including product
development and research.
Most advertisement are designed to make both personal selling and sales
promotion easier by informing, persuading, reminding, reassembling, reinforcing
and establishing positive attitudes and images towards product and a
company. Simply bat.
Advertising enhances the
potential customer’s response to the company’s activities. As a tool of
marketing advertising therefore can be defined as.
“Any paid form of non-personal presentation and promotion of ideas, goods ad
services by an identified sponsor (American marketing association0.
It is consider and classify the
meaning of key terms in definition.
“Paid form” the advertise purchase the media time of space for telling a story
about the product or services. This is unlike publicity which is
delivered without charge as part of news or entertainment for the guidance.
“Non-personal” Advertising is not personal face to face presentation. It
may compliment or supplement the job of personal selling bat must pass through
the media. Advertising is “personal selling in paint”
“Ideas goods or service” Advertising promotion both tangible and intangible
goods. It is for bath profit, non-profit and service organization, banks,
insurance companies, dry cleaners, airlines, transport companies, social groups
government parastatals such as national electric power authority (NEPA) and
political parties and their candidates, advertise as much manufacturers of
“As identified sponsors” The source of every advertising message is
known. This differentiates advertising from propanda. Many firms
allocate the largest share of their promotional budget to advertising as an
indication of its vital role in the sale of a product. It may be useful
at this point to examine some of the important reasons are seen in line with
the communication objective of the sponsor and they are:
- To introduce of real product
To sustain an established product
Create floor traffic for retail store
To demarket a service
To promote public cause
TO INTRODUCE A NEW PRODUCT:
Advertising helps to introduce a new product by creating awareness and building
consumer interest and a more desirable image in the new product advertising
also enhances product improvement and modifications.
TO SUSTAIN AN ESTABLISHED
Helps an established product to retain its position by constantly reminding
actual and potential customers of the availability of the product, and the
company, how they compare with competitive products and firms. In
performing this function, advertising will consistently monitor the market
place for any need of modification in advertising m3essages.
TO CREATE FLOOR TRAFFIC FOR
Advertising increases the retail store demand by informing the public of
special sales and promotions efforts for over stocks, discontinued or damaged
merchandise etc. The success of any promotional device depends on
consumer awareness of its existence. Therefore advertising is used to
make some of special offer that build retails traffic.
TO SECURE SALES LEAD:
Advertising presales a product or service by providing information concerning a
product, its attribute and availability. Advertising creates a favourable
climate or induces a state of mental readiness for the sales persons
call. The sales person may start off the sales presentation with a
reference to the advertisement.
TO DEMARKET A SERVICE:
When the demand for a product or service begins to exceed the level of which the
market feels able or motivate to supply it, a marketing approach called
“demaketing” is introduce. This state of overfull demand that is caused
by either temporary shortage or chronic over popularity of the product or
service may be corrected with advertising that is aimed at tailoring demands to
suit the available supply.
TO PROMOTE PUBLIC CAUSE:
Many non-profit, charitable organizations and government departments are using
advertising to a great extent in promoting public cause. For example, the
Nigerian Council of Women Society (NCWS) launched an advertising public cause
campaign on the adolescent girl with the them. “This is not the best way to
start adolescence, do not neglect your girl child, do no sent her to an early
marriage, sent her to school”. Fundamentally, many companies have their
own individual objectives for advertising, but nevertheless the general goal is
to generate a sale immediately or some time in the future.
OF THE STUDY
Most business establishments
generally cherish competition
especially when it is healthy
and worthwhile. Competition also thrives well in a mixed economy as a
Nigeria where the tents of capitalism provides for free enterprise activities.
In a pure Nigerian competitive
market situation like the one that exists here in the southern market with
Enugu as a case study, a marketing manager often faced with the problem of how
to determine the demand for his product in a particular market segment and also
the issue of finding out and separating those factors that are inconsistent in
the demand pattern of his product.
Looking at the growth trend of
the detergent, market, facts portray that competition will continually
grow. Therefore, ------------------ makers of Omo blue detergent needs to
have an edge over its competitors. This can be achieved through research
by designing suitable balanced strategies to outwit its competitors and also to
determine the strength of the promotional mix for purposes of stimulating
demand of its own product brand.
These efforts if well
articulated and implemented will go a long way in increasing the profit level
of the firm.
The study therefore seeks to find out whether advertising really:
creates demand by stimulating sales
whether firms maximize profit through advertising
examine the impact of advertising on the volume of sales
OF THE STUDY
The object of this study is to
establish the reasons behind a
firms use of advertising as a
sales tool. It will equally examine the various advertising strategies
and also to determine whether advertising effects, affect consumer performance
positively or negatively towards the product of the firm. The work will
also explore relatively cheap bat effective method of advertising.
It is also the object of the
project to highlight the advantages and possible disadvantages of advertising.
To achieve the objectives of
this study, the following research questions will be asked and answered.
What role does advertising play during the introductory stage of detergent?
More specifically, what communication tool considered more effective by
manufactures of detergents during introductory stage of the detergents?
Do consumers perceive advertising as vital to the success of detergents?
To what extent to consumers believe in the claims of new detergents during the
In an effort to determine the
effective and efficient ways to
marketing Blue Omo Detergent in
Enugu Metropolis in the competitive economy.
The following hypothesis were formulated.
1Ho: the high price of
Blue Omo is not a militating factor to its usage rate by consumers in Enugu
2Hi: The Blue Omo
distribution system in Enugu metropolis is not efficient and effective.
3Ho: The advertising
media used by producers of Blue Omo does not help to improve the sale turnover.
advertising media used by producers of Blue Omo help to improve the sales
Adial Stevenson, one time US
secretary of state once sand
that the American standard of
using is the imaginative genius of advertising which not only create and shape
demand but also by its impact on the competitive process stimulate the ever increasing
quest for improvement in the quality of the product. The above contention
equally applies to Nigeria. This is evident from the rising standard of
living in the country.
This research will help the matter of Omo Blue detergent identify the most
influential variable that makes consumers accept this product.
This study aims at fashioning a
suitable marketing strategy for easy penetration into the market and better
definition of the target of typical customers. The study will also help
the management to position the product toward the needs and wants of the target
Finally, it will also help to properly allocate the advertising budget based on
the outcome of the past advertising campaign
1.7 SCOPE OF
This study was intended to
cover the whole eastern zone of
the country where the Omo Blue
detergent has been introduced. But the researcher was compelled to
incline so much on respondent within Enugu metropolis.
The researcher relied so much
on advertising because of time constraint.
TERMS AND CONDITIONS APPLY
For more informations on project materials and more