INFLUENCE OF ADVERTISEMENT ON STUDENTS PATRONAGE OF GOODMORNING CORNFLAKES IN NIGERIA
CHAPTER ONE
INTRODUCTION
1.0 THE STUDY’S BACKGROUND
Advertising is one of the primary methods used by sellers to stimulate demand for goods and services; thus, it is a communication function that connects customers with the producer.
Kotler’s (1990:450) “Advertising is attempting to increase sales campaigns, and this can only be accomplished if the general public is fully aware of the product or service aimed at customers.”
Advertising can also refer to any paid form of non-personnel presentation and promotion of ideas, goods, and services by a specific sponsor, as well as the art of raising awareness of specific goods and services on the market (economy). One of the primary goals of advertising is to make the salesman’s job easier by increasing demand for the project or services.
Radio, television, magazines, journals, directories, newspapers, posters, film shows, and other forms of advertising are used. Whatever form advertising takes, the fundamental principle is to get the message to the right audience at the right time and at the lowest possible cost in order to achieve a positive outcome (goals).
The general public has no real sense of discrimination during the early stages of industrialization. The deciding factor in the purchase of an item or items was the price and not the quality and function of the goods or services, its ability, durability, and suitability; it was whatever cash they had in their pockets.
The reason for this lack of discrimination was a lack of appropriate education. Producers, too, find it difficult to make their products known; they only display them in shops or by displaying them in the market place. People do not realize that service is a type of product because it is not tangible, that is, it is not something they can touch.
Advertising is extremely important in the services industry because it increases patronage and raises awareness that something is going on somewhere.
Advertising did not begin in this technological age; it is an ancient practice that dates back to the beginning of recorded history, when the Romans pointed walls to announce upcoming gladiatorial contests and the Phoenician morals as prominent rocks along trade routes extolling the wishes they said, predecessor or modern day outdoor advertising in pomp, where a well-organized group of youth were praising politicians and asking people to vote for them.
The use of a town crier was another early form of advertising. During the Golden Age, town criers were paid to circulate information (forms of advertisement) throughout the streets of Athens, announcing the sale of slaves, cattle, and other goods to the citizens.
1.2 GENERAL PROBLEM STATEMENT
Although advertising can play an important role in economic growth, some economists still wonder if the money spent on advertising is an unfavorable allocation of society’s scarce resources. Or, to put it another way, is advertising a waste of money?
Some advertising critics believe so; some believe that the millions of naira wasted on advertising could be used to establish industries to employ the unemployed, others believe that the money could be used to produce good and portable drinking water and other social amenities to rural areas to improve people’s standard of living, and still others believe that such millions could be used to build rehabilitation centers for the disabled or the privileges, or hospitals.
Some argue that advertising has no economic value; however, it should be noted that advertising expenditure in the United States is currently between 2% and 3% of their gross national product (GNP) Zeigher and Winter (1982, 12).
The traditional economic view that advertising is wasteful is based on the assumption that customers have perfect information and can make their own decisions without the help of advertising.
The assumption is not true in the real world, because many people spend a lot of time looking for information about products or services on a daily basis. This is because people do not have complete information and they appear to seek such information.
Another issue with advertising is the difficulty of evaluating it; it is very difficult to measure the effectiveness of advertising; the issue is the liability of identifying the possible outcome of any given advertisement or even an entire campaign. We cannot, with the exception of mail-order advertising, attribute a specific unit of sale or service to any specific advertising or campaign.
And, as a result of the large amount spent on advertising, the cost of production rises, resulting in higher prices being charged for the production of a commodity, which is then passed on to consumers, reducing their demand for the product.
The main issue here is or what is unclear to many people about advertising is whether advertising has been doing its job effectively, and that is the main concern of this write up.
Advertising research attempts to solve this problem by measuring or attempting to measure advertising effectiveness while also improving its efficiency.
The degree to which an advertising campaign contributes to the achievement of overall marketing goals is referred to as advertising effectiveness. In other words, we assume that advertising has performed in relation to the goals for which it is carried out.
If the gap between what an advertising campaign has achieved and what was expected to achieve is narrow, we conclude that the campaign has been run several times, and the campaign has been ineffective. Efficiency, on the other hand, is defined as making the best possible use of advertising budgeting and media mix in carrying out and advertising campaign.
Another question is whether the amount of money allocated to advertising is reasonable. If so, what about the timing of all of the above is what the write – up is looking for.
1.3 MAIN GOALS AND OBJECTIVES
One cannot begin writing a project unless something compels her to do so; thus, the writer intends to identify the impact of advertising on service on the manufacturing industry and the need to control the negative effect of the term advertisement. The study makes a concerted effort to achieve the following goals:
I Determine whether the amount spent on advertising is proportionate to the sales volume or profit realized.
ii To investigate Good morning cornflakes or any manufacturing industry in order to consider alternative promotional strategies.
iii To investigate why the manufacturing industry spent so much money on advertising their services in order to raise public awareness of their services, such as good morning cornflakes.
iv To identify the problems with advertising in the manufacturing industry, offer solutions to those problems, and advise on the steps to be taken for effective product promotion.
1.4 THE IMPORTANCE OF THE STUDY
This is one of the most important aspects of the writer up to the researcher because he tries to clearly state the importance and benefits of advertising in the manufacturing industry.
For example, many industries nowadays advertise their products globally via the internet, resulting in the manufacturing industry competing in a single global village. As a result of effective advertising, companies in the manufacturing industry will be able to increase their turnover.
This research will be significant because customers will gain a better understanding and awareness of the impact of advertising on the manufacturing industry. At the same time, manufacturing industries would be aware of the customers’ situation.
It is a prerequisite for the researcher’s award of a PGD in Business Administration from Kaduna Polytechnic. The study would also broaden the researcher’s knowledge. Finally, the study could be used as a resource for students and future researchers.
1.5 QUESTIONS FOR RESEARCH
The following research questions have been developed to serve as the foundation for data collection.
1. How much money is spent on advertising in relation to the amount of profit realized from sales?
2. Are there any other promotional strategies that Goodmorning Cornflakes or any other manufacturing industries should consider?
3. How much money is involved in raising awareness of the organization’s services?
4. What are the difficulties encountered in the application of advertisement on the steps to be taken for effective service promotion?
1.6 THE STUDY’S OBJECTIVE
The researcher would have liked to conduct her research in all manufacturing industries, but for the sake of convenience, she has limited herself to information available at Goodmorning cornflakes and customers of their services within Kaduna town only. The study was carried out to investigate the effect of advertising on customer patronage in Goodmorning cornflakes.
1.7 THE STUDY’S LIMITATIONS
The time available for this study was limited, especially when considering the content required from the writer in relation to the study. The ups and downs of communications to the subject matter necessitate a significant and reasonable amount of time.
In terms of record/information accessibility: Another limitation of this research is the researcher’s failure to obtain all of the necessary or required information or data. The lack of current and relevant data textbooks at the researcher’s disposal also limited the extent to which the research intends to review related literature.
Finally, other personal and domestic issues are impeding the effective conduct of the research.
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INFLUENCE OF ADVERTISEMENT ON STUDENTS PATRONAGE OF GOODMORNING CORNFLAKES IN NIGERIA
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