Abstract
This research
aimed at displaying what roles advertising plays in the sales of Nigeria made
goods marketed by Uyi Technical Company have been able to use advertising to
meet some of its basic marketing goals such as creating enough awareness and
stimulating demand through the arousal of the right appeal to ensure
believability, acceptance and reliability of the products. The research was
conduced in Oredo Local Government Area of Edo State through the use of
questionnaire and personal interview. The research was able to prove that
advertising is a vital promo tool to any company that want to be recognized and
gain a fair shared of the market. At the end, useful suggestions were passed
which Uyi Technical Company could expands its scope of advertising to meet a
wider target audience. Finally, marketing a product through advertising will be
easier if the product quality can be guaranteed.
TABLE OF CONTENTS
Title Page
Certification
Dedication
Acknowledgement
Table of Content
Abstract
Chapter One: Introduction
1.1
Background to the Study
1.2
Statement of the Problem
1.3
Research Questions
1.4
Research Hypotheses
1.5
Purpose of the Study
1.6
Scope of the Study
1.7
Significance of the Study
1.8
Limitations of the Study
1.9
Definition of terms
Chapter Two: Literature Review
2.1
Introduction
2.2
The Nature of Advertising
2.3
Concept of Adverting of Nigeria made Goods
2.4
Theoretical Framework
2.5
Advertising Objectives
2.6
Criticism of Advertising
2.7
Summary of Literature Review
Chapter Three: Research
Methodology
3.1
Introduction
3.2
Research Design
3.3
Population of the Study
3.4
Sample/Sampling Techniques
3.5
Instrumentation
3.6
Method of Data Analysis
CHAPTER FOUR: DATA PRESENTATION,
ANALYSIS AND INTERPRETATION
4.1
Introduction
4.2
Data Presentation and Analysis
4.3
Discussion of Findings
CHAPTER FIVE: SUMMARY OF FINDINGS,
CONCLUSION AND RECOMMENDATIONS
5.1
Summary of Findings
5.2
Conclusion
5.3
Recommendations
References
Appendix I
Appendix II
CHAPTER ONE
INTRODUCTION
1.1
Background
to the Study
Every manufacturer or marketer of any product wants
his products to be purchased if not for any reason that for it to meet a
specific need or desire of a specific consumer.
Therefore, a manufacturer or marketer can only be said
to have began selling other things, being equal, when the right people in need
of the right product with the right time and place are informed.
To ensure that consumers are informed and influenced
to see “Mark of Nigeria Goods” as being able to satisfy the need of erstwhile
consumers of foreign goods, here the choice of this topic, the role of
advertising in the sale of Nigeria made goods compelling.
Consumers need more than just information on a product;
they equally need their desire and interest to arouse for action. Therefore, the
need for effective advertising campaign planning and executive become
necessary. This is made only expedients at the introductory stage of a product,
which is usually intense if should be a continuous and sustainable effort
reminding consumers of its presence in the market (Engel, 1983).
It is the only way to keep a fair share of the market
patronage within a given time among its competing brand.
Today, advertising has occupied every aspect of many
lives that man cannot wring in contact with one form of advertising or the
other.
Advertising has been descended in different ways, yet
arriving at the same conclusion that it has need increased man’s general
performance by making him meet one need or the other at a given time.
Ogunsanya has this to say concerning advertising.
Advertising is an impersonal sale massage aimed at a given target audience by a
clearly identified sponsor in a pair for medium to active predetermined
objectives meant to provoke selling action often very aggressive, stressing
urgency and seeks to emotions of the consumers.
Nylen (1980) says advertising in a similar light; a
paid message that appears in the mass media for the purpose of informing and
persuading people about a particular product, serviced, belied or actions.
According to Kotler (1986); Modern marketing call for
more than developing a good product, pricing it attractively and marking it
accessible to target consumers and what is communicated left to change, rather,
a great deal of research goes into finding out there most likely to buy and use
the product.
Advertising, though persuasive in nature, still given
man the choice to choose among variety. Any product, service, idea, purpose,
intent etc not advertising or published may be considered as exiting because it
has not been published.
Howard Morgan (1993) one time president of Procter and
Gamble, a leading manufacturing firm in America has this to say.
We believe that advertising is the most effective and
efficient way to sell to consumers, if we should ever find a better way to sell
out types of product, will leave and turn to those other methods engage in
advertising succinctly.
Brief History of Uyi Technical
Company
According to Mr. Bas Iyelomhe, the manager during an
interview with him disclosed that Uyi Technical Company was established 25
years ago with just a single staff at No. 86 in Mission Road, Benin City.
This company did not start to advertise till 1991.
today of has metamorphosed into something bigger with more staff strength, a
warehouse and delivery vans. This no doubt, is as a result of her constant practice
of engaging in advertising both in radio and television. As if not enough, the
company has moved to a more strategic location still on the same street i.e.
No. 81 Mission Road. They also have a branch in Auchi location at No. 91
Auchi/Okene Road, Auchi. Uyi Technical Company is a major marketer of Baltic
engineering group limited, manufacturer parts for various small scale
industries like saw mills beverage company (Guinness, Coca-Cola etc).
Others include generators and pump[ing machines at all
kinds are available. Since the company is mindful of the crucial role-played by
advertising a lot of finance concession is given to this unit.
Currently, their advertisement runs in various
language such as English, Bini, Esan, Urhobo and every Igbo for effective and
adequate representative of its target market.
1.2
Statement of
the Problem
Despite the initial preference by consumers for
foreign goods in please of goods manufactured in Nigeria, its now obvious that
its high exchange rate, non availability non parts and some other factors are
compelling consumers to took inward for alternative.
Advertising becomes the second light though, which
they can look inward. They cannot be informed except manufacturer or marketer
advertise and they would only advertise when they know there are consumer out
there who are willing to listen and respond to the message favourably.
According to Richard Aspinal just as news provided as
social and political information so does advertising provided us with
commercial information. It information it informs us all about new products and
describes them for a distinct identify.
Is advertising enhancing the sale of Nigeria made
goods, despite the amount being spent on it. As stated earlier, local made
goods are gradually gains acceptance since it has become expensive to impact
and more so Nigeria made goods are equally good and cheaper. This is to a large
measure is due to the information provided to consumers through advertising.
But Larry Barker, president of DXAD, London observed a
problem in the advertising industry today and has this to say.
A major problem observed in the advertising industry
today is that people go far advertisements with more images and less body copy.
It is real problem I encounter it everyday at work. It means that a major
source of advocacy is being lost to the industry.
While many advertising tasks can be completed with a
short leading line and a clever picture, other, such as financial services
demand long copy.
Notwithstanding advertising is still of mutual benefit
to both manufacturers and consumer because of the valuable information it
disseminates.
1.3
Research
Questions
i.
Does advertising have any effect on the choice of goods
product by consumers?
ii.
Do consumer and manufactures see advertising as a
veritable tool in the marketing process?
iii.
Can Nigeria made goods strive or complet4e without
advertising?
iv.
Does consumers with variety of choice of the same brand
of goods?
v.
Does advertising have effects on the sales volume of a
product?
1.4
Research
hypotheses
Hypothesis One
Ho: Advertising
does not have impact on Nigeria made goods.
Hi: Advertising has impact
Nigeria made goods.
Hypothesis Two
Ho: Advertising is not used to
create service awareness
Hi: Advertising is used to
create service awareness
HYPOTHESIS III
Ho: Advertising
does not influence the globalization of Nigeria made goods.
Hi: Advertising influence the
globalization of Nigeria made goods.
1.5
Purpose of
the Study
Many local industries have spring up in the state and
in the country in general. These industries range from food processing to steel
products. As a result, there has been stiff competition among close brands of
product.
This calls for the need for every industry to create a
favourable market for its own brand of products thus, is advertising really
playing any role in the sales of Nigeria made goods.
Competition is high consumers are faced with the
difficulty of deciding which products has the best quality and can satisfy
their needs.
However, this study is designed at finding out
i.
How effective advertising has been to Uyi Technical
Company in meeting some of its marketing goals.
ii.
Which of the medium serves Uyi Technical Company best
iii.
If advertising is the major motivation force on
consumers or users of Uyi Technical Company products.
iv.
The types and style of advertising used by Uyi
Technical Company
v.
If the amount of money spend on advertising is
justifiable
1.6
Scope of the
Study
This study the role of advertising in the sale of
Nigeria made goods has under study, Uyi Technical Company, Nigeria Limited and
its limited to the role of advertising in the sale of Nigeria made goods. The
population of this study consists of both the company staff and consumers of
Uyi Technical Company products living in Benin City.
1.7
Significance
of the Study
This research will be useful to the society at large
because advertising has engnited every aspect of man’s life. We cannot escape
it.
However, for clarity of purpose and focus, it is
narrowed to the following areas.
a.
Consumers or
Users: This research goes a long way to show that information dissemination
is necessary for any product to sale with other things being equal. Advertising
has become a close link over distance between a manufacturer to marketer of a
product and its user. This information made available must include where to get
it, use(s), quality, brand, price and manufacturers name.
b.
Organization:
This research will be important not only to management of Uyi Technical
Company but also to other manufacturers and marketers who before now do not see
the link between advertising and sale volume or these who have been advertising
over a period of time yet no improvement. Two things should be the matters,
they should either change the medium and its cover age or change the quality of
its product.
c.
Market: This
research will be useful to marketers because it clearly point out that mere
information to the consumers is not clearly point out that mere information to
the consumers is not enough. They need to be stimulated and motivated to buy
the product.
The attention interest of the consumers need to e
gained with every passing moment in a fast busy world. Therefore every
information should be a persuasive sales message.
d.
Academics: This
research will also act as a source of increasing knowledge to students of mass
communication in general and to those who want to major in advertising. Even
scholars in other related field might find the research useful to their need.
It could be a source of reference in the library times at this in which
advertising textbooks are difficult to obtain.
e.
Advertising
Agency: This research is also relevant to advertising agencies. In of its
text pinpoint a major problem that is about threatening the advertising
industry. It is succinctly summarized thus, image is everything in adhered
words are out with this aforementioned information, an advertising industry can
start, to concentrate or creativity (visual images) more than on polished
prices of prose.
1.8
LIMITATIONS
OF THE STUDY
In carrying out a task as tedious as this, here are
bound to be certain constraints the following are the limitations of the study.
1. Death
of recently published and relevant books, what we have in our library today are
old books which are gradually going into obvious they lack ideas on modern
advertising techniques.
2. Respondents,
especially management of Uyi Technical Company initially refused to release
certain information for fear of being exposed to danger, which calls for series
of visits to the company.
3. Projects
on advertising have been over loaded. Therefore future research in this area
may not look attractive.
1.9
Definition
of Terms
Advertising: The making know
the attributes of a product so that the product could be accepted and bought.
(Gambo Ibrahim, 2001).
Sale: Bring a finished product
to the market for it to be bought or purchased at fixed price, that is
marketing a finished product.
Goods: Finished product ready
to be used for the purpose for which it was manufactured/produced.
Advertising Agency: People
that are concerned with providing advertising services and work, for the
advertiser, the advertising services include advice on all marketing matters,
news-paper and magazines selection and space buying radio and television time
booking, copy writing etc the agency do the work of analyzing the market and
creating the advertisements.
Advertising Copy: The message
that the target is intended to see as in newspaper, magazines, billboards and
television or hear (as in radio and television).
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