THE IMPACT OF ADVERTISING IN THE MARKETING OF HOTEL SERVICES IN ENUGU METROPOLIS A CASE STUDY OF ZODIAC HOTEL LTD
By
OKONKWO BEATRICE AND GROUP MEMBER
Presented To
Department of
Marketing
ABSTRACT
This research was carried to find out the “impact of advertising in marketing of hotel service in Enugu metropolis” using Zodiac Hotel Ltd Enugu as our case study. We tried to find out the advertising strategies employed by the organization and it’s impact to the organization.
The research was conducted with the oral interviews and questionnaire. From the study we found out that, the Zodiac hotel Ltd major advertising medium is magazines (travelers weekend and infinity). They use some other ones like sign posts at strategic points of Enugu metropolis. We also discovered that they use other promotional mix such as sales promotion (biros, cards, calendars etc) and publicity.
We also found out that the environment and facilities of Zodiac Hotel attracts customers to the hotel, the relationship between the customers and the staff is highly credible. We discovered that the firm has a very high reputation in the society.
The researcher commend the management of Zodiac Hotel for good environment and facilities and come up with the following recommendations. They should include advertising budget in the operating cost, use more of television media of advertising than others & introduce more sign posts
TABLE OF CONTENT
Title page ii
Approval page iii
Dedication iv
Acknowledgement v
Abstract vi
Table of contents viii
CHAPTER ONE
1.1 INTRODUCTION 11.2 Objective of the study 6
1.3 Statement of Problem 7
1.4 Research questions 8
1.5 Scope of study 10
1.6 Definition of Terms 10
CHAPTER TWO 21. Meaning of advertising 12
2.2 Types of advertising 13
2.3 Function of advertising 16
2.4 Role and significance of advertising of hotel services 19
2.5 Requirements for effective advertising 20
2.6 The merits and demerits of advertising in a developing economy 23
CHAPTER THREEThe impact of advertising on the management of hotel services 253.1 The company profile 25
3.2 Advertising strategies adopted by Zodiac Hotel Ltd 26
3.3 The environment and facilities on the Zodiac Hotel Ltd 29
3.4 The hotel personnel and customers 32
3.5 The benefits of advertising in the marketing of Hotel Services in overview 33
CHAPTER FOUR
Summary of findings, conclusions and recommendations 344.1 Summary of findings 34
4.2 Conclusions 35
4.3 Recommendations 35
Bibliography 37
