ABSTRACT
I am writing this project in attempt to
investigate on the significance of advertising to business organizations, emphasis
on Unilever Nigeria plc, Apapa. In accomplishing the purpose of the study, the
followings shall be looked into:
In chapter one, we shall look into
background of the study, statement of problem, aims and objectives of the study,
research questions, significance and need of the study, limitation and
delimitation as well as definition of key terms.
Chapter two deals with literature review
“definition of advertising, historical background, types of advertising, aims
and objectives of advertising, developing an advertising campaign, advertising
media and importance of advertising.
Chapter three deals with research
methodology research design, which are population and sample size, source of
data, method of collection, data analysis and
validity and reliability of instrument.
Chapter
four deals with presentation analysis and interpretation of data. It involves
presenting data collected, analyze those data and make use of it.
Chapter
five contains summary of findings, conclusion and recommendations. This project
work will be prepared in a way that all will be useful for business
organizations and academicians.
TABLE OF CONTENTS
Title
Page - - i
Certification - - ii
Dedication - - iii
Acknowledgment - - iv-v
Abstract - - vi-vii
Table
of Contents - - viii-
CHAPTER ONE
1.0
Introduction - - 1
1.1
Background of the study - - 1
1.2
Statement of the study - - 3
1.3
Objective of the study - - 4
1.4
Research questions - - 5
1.5
Significance/need of the study - 6
1.6
Limitation and delimitation of the study - 7
1.7
Definition of terms - - 9
CHAPTER TWO: REVIEW OF RELATED
LITERATURE
2.0
Introduction - - 11
2.1
Historical Background - - 13
2.2
Definition of advertising - - 15
2.3
Aims and objectives of advertising - 16
2.4
Types of advertising - - 17
2.5
Developing an advertising campaign - 20
2.6
Advertising media - - 26
2.7
Importance of advertising - - 30
CHAPTER THREE: RESEARCH METHODOLOGY
3.0
Introduction - - 33
3.1
Population and sample size - 33
3.2
Sources of data - - 34
3.3
Instrument used for data analysis - 35
3.4
Methods of data collection - 35
3.5
Methods of data analysis - 37
3.6
Validity and reliability of instrument
used 38
CHAPTER FOUR: PRESENTATION,
ANALYSIS AND INTERPRETATION OF DATA
4.0
Presentation of data - - 40
4.1
Analysis of data - - 41
4.2
Interpretation data - - 59
4.3
Discussion of findings - - 59
CHAPTER FIVE: SUMMARY OF FINDINGS,
CONCLUSION AND RECOMMENDATION
5.0
Summary of findings - - 62
5.1
Conclusion - - 63
5.2
Recommendations - - 64
Bibliography - - 67
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
Promotional
activities have contributed greatly to the creation of affluent society. In
promoting a promotional strategy, management commonly use three (3) basic forms
of promotion: personal selling, advertisement and sales promotion.
Advertisements and promotions are
essential features of our distribution system in business organizations being
the fact that production is not complete until it gets to the final consumers.
The success of every business depends on the promotion of patronage received
from the public.
Most personal selling efforts consist of
the following seven steps: prospective, pre-approach, presentation, trail
close, answering objectives and close personal selling which is the oral
presentation in a conversation or meeting more prospective buyers for the
purpose of making sales. Sales promotion is identified as those marketing
activities other than personal selling, advertisement and publicity. Personal
selling includes: display show, exhibition, demonstration and various other non
recovering selling effort. In most firms, advertisement and sales promotion are
used primarily to reinforce the personal selling efforts
Creative advertisement is a field in
which noticeable progress has been made since the emergence of the modern
business with the industrial revolution of the 19th century, time
has changed, buyers and sellers are now more sophisticated and intelligent.
There is a closer relationship between the two parties i.e. buyers and seller
relationship. There is choice and more aggressive competition. Advertising
agency is an organization equipped to undertake all phases of the preparation
and execution of the advertisement campaign which includes: writing, copy
creating at work, selecting and making contacts with media houses.
1.2 STATEMENT
OF PROBLEMS
Unilever
Nigeria plc like any other business organization has its own problems, particularly
in the area of advertisement. Some of the problems include:
1.
Transportation:
this is one of the problems faced by unilever Nigeria plc. This is the movement
of the product from the production point to the final consumers across the
nation.
2.
Communication:
The problem of communication is usually faced by consumers because sometimes
they may want to get some vital information about a particular product which
may not be possible due to the wide gap between them i.e. the producers and the
consumers.
3.
Distribution:
The problem of distribution process i.e. from the producer-wholesalers-retailer
tends to increase the prices of goods and the final consumers will pay more
than those consumers nearer to the depot or production point.
1.3 OBJECTIVE OF THE STUDY
The
principal objective of this research work is to assess the importance of
effective advertising in the business organization with particular reference to
unilever Nigeria plc. Oregun. The project aims at accomplishing the followings.
1.
To inform potential customers and users
of the existence of product or services and the benefit they can bestow on the
purchaser.
2.
To influence the potential buyer and
users of the given product that the benefit that would be derived from the
product is greater and more superior to that of other competitors
3.
To remind established users and buyers
of their continual existence and the improvement of the product and services.
4.
To regain their lost customers.
1.4 RESEARCH
QUESTIONS
There
are various problematic questions that bothered the mind of the researcher
which she intends to provide relevant answers to:
Therefore, those following questions are
listed in relation to the topic
1.
What are the roles of advertisement in a
business organization?
2.
Does advertisement really affects
business activities?
3.
How effective are the medium used in
advertising?
4.
Can advertising be used to rescue in
dying business?
5.
Does advertisement really promote
business activities?
1.5 SIGNIFICANCE
AND NEED OF THE STUDY
The
study is of benefit to researcher, business organization and individuals that
are interested in knowing more about advertisement in the following ways.
1.
To the researcher, it is partial
fulfillment of the requirement for the award of Higher National Diploma (HND)
in marketing department of the Kwara state polytechnic, Ilorin.
2.
To the business organization, its serves
as a tool to enlighten and to bring to the awareness of prospective and
potential customers, the existence of a particular product or the introduction
of a new product in the market.
3.
Through advertisement, users of
particular product and potential users know more about the uses and importance
and benefits they can derive from a particular product that has been
advertised.
4.
This will help to change or correct
wrong orientation about advertising that, it affect sale in deceitful way, to
some extent, this error and wrong mentality would be erased.
5.
Study will also be of immense benefit to
the library and other researchers who might want to research into the
significance of advertising.
1.6 LIMITATION
AND DELIMITATIONS
Some
of the limitations of the project topic are:
i.
Adequate time, when carrying out a
research work is a factor which hinders the conduct of the research work. There
as limited time of the researcher to visit other libraries and make more
consultation for the research work.
ii.
Financial constraints: lack of finance
did not permit a large scope and more comprehensive research work, some other
organizations could not be visited for additional information in order to know
their view on the significance of advertising to business organizations.
iii.
Lack of enough research material in the
library also limited the scope, also lack of current textbook which is
necessary for this research work.
iv.
The reference organization did not give
me maximum cooperation because they felt the research work was sponsored by a
competitor who wants to identify their weakness in advertising strategy.
DELIMITATION
Due to insufficient time, the research
has to restrict its study or limit of study to unilever Nigeria Plc, Oregun
branch for generalization in other unilever Nigeria Plc in Nigeria
1.7 DEFINITIONS
OF TERMS
This
has to do with operational definition of some key concepts and ambiguous terms
used in this research work. Terms that are unique, strategy that are technical
in nature are also explained in this section of the work. The purpose of
definition of terms is to achieve a good understanding of expression contain in
this report in order to avoid misinterpretation. The followings are some of the
key concepts used in this research work.
1.
Advertising:
It is any paid form of non-personal presentation and promotion by an identified
sponsor
2.
Campaign:
This
is a form of coordinated ideas or a coordinated promotion of ideas aimed at
achieving a predetermined single goal or objectives.
3.
Media:
This
is the means through which an idea or information can be conveyed to an
individual or group of individuals.
4.
Salesman:
This is somebody employed to sell his employer’s product.
5.
Motivation:
this is a situation whereby an employer is ready and willing to work in order
to increase productivity without being forced to do so.
6.
Personal
selling: this is the process of promoting a product that
involves direct contact between the sales person and the customer. It involves
dancing, singing, persuasion, demonstration to encourage people to buy their
product on the spot.
Click “DOWNLOAD NOW” below to get the complete Projects
FOR QUICK HELP CHAT WITH US NOW!
+(234) 0814 780 1594
Buyers has the right to create
dispute within seven (7) days of purchase for 100% refund request when
you experience issue with the file received.
Dispute can only be created when
you receive a corrupt file, a wrong file or irregularities in the table of
contents and content of the file you received.
ProjectShelve.com shall either
provide the appropriate file within 48hrs or
send refund excluding your bank transaction charges. Term and
Conditions are applied.
Buyers are expected to confirm
that the material you are paying for is available on our website
ProjectShelve.com and you have selected the right material, you have also gone
through the preliminary pages and it interests you before payment. DO NOT MAKE
BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.
In case of payment for a
material not available on ProjectShelve.com, the management of
ProjectShelve.com has the right to keep your money until you send a topic that
is available on our website within 48 hours.
You cannot change topic after
receiving material of the topic you ordered and paid for.
Login To Comment