ABSTRACT
The major aim of this thesis was to demonstrate the impact of advertising on the sales and profit of a business organization taking Starcomms Plc as a case.
Longe (2001) defined advertising as any personal paid form of non-personal communication which is directed to the consumers or target audiences through various media in order to present and promote a product, services and idea.
Good advertising requires competent personnel including a number of specialists to enable it thrive in the ever dynamic and competitive business environment.
It is therefore imperative that key personnel in departments that are directly involved to be carefully selected and positioned to ensure continuous success.
In recognizing the role advertising can play a growing number of companies and establishments have to embark on a nationwide advertising campaign. Advertising campaigns obviously informed by depressed consumer demand, thrive by persuading the consumer on the need for consumptions.
At the completion of this thesis, the impact of advertising at Starcomms was clearly defined and it should have become a continuous practice for Starcomms..
Keywords: Advertising, distinct image, for Starcomms.
TABLE OF CONTENTS
1 INTRODUCTION
1.1 Background Information
1.2 Objectives of study
1.3 Research hypotheses and limitations of the study
1.4 Starcomms Nigeria Plc
1.5 Definition of key terms
2 ADVERTISING IN NIGERIA
2.1 Historical background of the study
2.2 Theoretical framework
2.3 Importance of advertising
2.4 Purpose of advertising
2.5 General impact of advertising on products and services of Starcomms plc
2.6 Advertising media used by Starcomms plc
3 RESEARCH METHOD
3.1 Restatement of hypothesis
3.2 Determination of respondents and sample size
3.3 Methods of data collection
3.4 Limitations of the research method
4 DATA PRESENTATION AND ANALYSIS
4.1 Table Analysis
4.1.1 Section 1
4.1.2 Degree of response tables
4.2 Testing for hypothesis
5 SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
5.1 Summary of findings
5.2 Conclusion
5.3 Recommendation
6 REFERENCES
Appendix 1 Questionnaire
1 INTRODUCTION
1.1 Background Information
Advertising is any paid form of non-personal communication about an organization or its product to a target audience through a mass/broadcast medium by an identified sponsor. It should be observed that for any promotional activity to be called advertisement it must be paid for.
In the real sense, it is the method used by companies for creating awareness of their products, as well as making new products known to the new and potential consumers.
This thesis however, centers on the impact of advertising on the sales volume of a product. This work will shed light on how advertising can really affect a consumer’s buying decisions in a growing economy like that of Nigeria and how successful advertising can keep businesses going even in the midst a tough competition.
More so, advertising as a promotional tool also tends to remind, reassure and influence the decisions of the consumers because an advertisement itself enlightens, educates, and persuades consumers on their acceptability of the product offering.
Advertisement in such a media as print (newspaper, magazines, billboards, flyers) or broadcast (radio, television) typically consist of pictures, headlines, information about the product and occasionally a response coupon. Broadcast advertisement on the other hand consists of an audio or video narrative that can range from 15seconds spots to longer segments known as infomercials, which generally last 30 to 60 minutes. (Busari 2002)
Advertisements can also be seen on the seats of grocery carts, on the wall of airport walkways, on the sides of buses, airplane and train. Advertisements are usually placed anywhere an audience can easily and/or frequently a access visual and/or video. (Busari 2002)
1.2 Objectives of study
In a growing economy such as Nigeria, it is often very difficult to have a regular and consistent increase in the sales volume of a product because of the political and socio-economic instability in the country which directly affect the standard of living and the purchasing power of the consumers.
This thesis is based on the drive to know the effect of advertising on the sales volume of a product in a company and how this sales volume can keep the company going in business.
In order not to deviate from the original intention and motive, the following will therefore outline the objectives which the thesis intends to achieve. They are as follows:
To access the extent to which an advertising programme reflects on the sales volume of a product.
To identify the major merits and demerits of advertising.
To get to know the concepts of advertising and its various forms.
Marketing problems often have far reaching effects on any company and if neglected can cause a great threat to the continued existence of the company, especially in the area of advertising as an aspect of corporate communication. (Giles 1997)
In the light of the above statement, examining the impact of advertising on the sales volume of a product, using Starcomms Plc as a case is therefore a significant undertaking. The market is such that consumer tastes are increasingly differentiated and maintenance of high service quality in the face of rising cost of essential factors is needed.
The market is also characterized by a multiplicity of advertisements. Advertising of various competing brands in the major telecommunication segments is increasing very rapidly and consumers are now more knowledgeable.
Starcomms Plc is faced with both a competitive and dynamic market setting, though the company is doing many things to maintain its leadership role in the industry. The company has also adopted intergrated marketing concepts as the basis for its marketing operations. It has become necessary for the company in order to continue informing and reminding its customers on how its brand services are different from the others in the market.
Every business organization that is determined to succeed has to adopt an effective system for the promotion, distribution and sales of its services. In order to fully understand the situation the problem has to be determined if advertising has any impact on the volume of sales for the consumer preference of a particular service.
Advertising has already been defined as a paid form of non-personal communication which co-ordinates all seller initiated efforts to inform and persuade in order to facilitate the sales and acceptance of products and services or ideas. To this end this thesis would focuses on what kind of an effect advertising activities of Starcomms Plc has on the sales volume of the company’s products service. (Hawkins, 2001, 231-238)
Another issue is the management determines which advertising tool will be the most effective. The advertising program of the company and a cost...
Another issue is the management determines which advertising tool will be the most effective. The advertising program of the company and a cost...
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Item Type: Project Material | Size: 38 pages | Chapters: 1-5
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