This project work is centered on the topic “Advertising as an effective promo tool for achieving corporate marketing objective in manufacturing industry. Using Cadbury Nigeria plc as a case study.
This has been written to bring awareness to the readers on how advertising as an effective promo tool for achieving corporate marketing objective in manufacturing industry.
This research work will be divided into five chapters for easy understanding of the entire work.
Chapter one present, general introduction, background of the company, statement of problem, objective of study, definition of terms, significance of the study, scope of study, reference
Chapter two focus on literature review, evolution of advertising, nature and definition of advertising, advertising objective, advertising media, types of advertisement, advertising budget advertising agencies, measure the effectiveness of advertising general principles of advertising according to APCON, reference
Chapter three consist of research methodology introduction, population and sample size, location of the study, source of the data, administrative of research instrument, research questions, limitation of methodology, reference
Chapter four discusses data presentation and analysis, presentation of data in accordance with res-question.
Chapter five cover the summary, conclusion and recommendations, summary of funding, conclusion, recommendation, suggestion for further study, bibliography, questions.
TABLE OF CONTENTS
Table of Contents
CHAPTER ONE: – GENERAL INTRODUCTION
1.1 Background to the Study
1.2 Statement of Problem
1.3 Objective of the Study
1.4 Significance of the Study
1.5 Scope and Limitation of Study
1.6 Historical Background of the Company
1.7 Definition of Terms
CHAPTER TWO: – LITERATURE REVIEW
2.1 Evolution of Advertising
2.2 Nature and Definition of Advertising
2.3 Advertising Objectives
2.4 Advertising Media
2.5 Types of Advertisement
2.6 Advertising Budget
2.7 Advertising Agencies
2.8 Measuring the Effectiveness of Advertising
2.9 General Principles of Advertising According to APCON
CHAPTER THREE: – RESEARCH METHODOLOGY
3.2 Population and Sample Size
3.3 Location of the Study
3.4 Source of Data
3.5 Administration of Research Instrument
3.6 Research Questions
CHAPTER FOUR: – DATA PRESENTATION AND ANALYSIS
4.1 Presentation of data in accordance with res-questionnaire
CHAPTER FIVE: – SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.2 Summary of Findings
5.5 Suggestion for Further Study
1.0 GENERAL INTRODUCTION
1.1 BACKGROUND TO THE STUDY
According to W.J Staton “Hunters do not ordinary use a rifle to hunt ducks, they need a device that reaches a wider area than a rifle without expending additional efforts, thus duck hunters ordinary use a short gun. By the same token, mass- communication is needed to reach mass markets at a reasonable cost, therefore advertising and sales promotion are just the tools for this job because, it is too costly and time consuming to try to do the job with sales people alone”.
As such, advertising is an essential and controversial subject, is of interest to marketer, economist, politicians, businessmen and even to the while world.
Advertising can be seen as one of the promotional tools, but of all the available promotional tools or promotional activities conducted by business and other organizations, advertising is probably the most obvious because it touches a large number of customers.
Therefore, it can be stated that is this ability to realize a large number of people at the same time not makes advertising more acceptable and more used as a form of promotion.
“success stories” and a much time of less visible “failure stories” advertising permeates our likes at times people view it informs, persuades, or entertain, while some of it insults or deceive.
Advertising has been defined as non-personal form of communication conducted through paid media under clear sponsorship. On the other hand, it may be defined as any paid personal presentation and promotion of ideas goods or services by identified sponsor.
Advertising is said to be a non-personal form of communication because it is directed toward a large number of people and not a single individual. On the surface, advertising seems to be very simple it is non-personal and it usually has a rather brief message, but a deeper look reveals a great deal of complexity. Advertising comes in many forms, it is used for variety of purposes and occurs in several media, and in short, many decisions are inherent in the use of advertising as a form of promotion.
In conclusion, advertising poses problems and evokes controversial, but it is one of the best promotional tools that are available.
1.2 STATEMENT OF THE PROBLEM
Inability of advertising to tailor and message to different market segments has reduced its effectiveness.
Large sum of money earn marked for advertising budget has not produce commenstrurate sales, market shares and profit level.
Failure of advertised product to meet the expectation of consumers/buyers.
1.3 OBJECTIVE OF THE STUDY
To examine various ways advertising message can be tailored to the needs of different market segments as well as target audience.
To appreciate enormity of advertising budget and evacuate its effectiveness on company’s sales, market share and profit
To examine how advertising products can meet the expectation of buyers/ consumers.
1.4 SIGNIFICANCE OF THE STUDY
This study is significant for the following reasons: –
There is need to test the effectiveness of advertisement on the achievement of a company’s corporate objectives.
There is the need to let manufactures know that advertisement can be used to alter consumer’s consumption in favor of their products.
1.5 SCOPE AND LIMITATION OF THE STUDY
For the purpose of this research study, it will be limit to the impact of advertising on the achievement of the company’s objectives in terms of its efficiency, productivity and economic growths or expansion.
The areas that will be covered in the course of the research include consumer-buying behavior through the information supplied by the consumers, the various advertising media, and the types advertising available to suit the marketers objective will be considered measuring the effectiveness of advertising and analyzing from cities point of view. In carrying out this research both primary and secondary data will be made use of interview shall be conducted where necessary.
The research is limited by certain factors are financial, time and lack of adequate data.
The research found it difficult to obtain necessary data from Cadbury Nigeria plc especially on advertising budget.
Financial constrains deal with running expense and cost of typing. Time constraints have to do with the limit given by the school and authority to complete the project.