IMPROVING ADVERTISING EFFECTIVENESS IN THE MARKETING OF CONSUMER GOODS IN NIGERIA

(A CASE STUDY OF EASTERN SHOP)

By

Author

Presented To

Department of Marketing

     TABLE OF CONTENT

CHAPTER ONE

1.0. INTRODUCTION

1.1. Background of the study

1.2. Statement of problem

1.3. Research question

1.4. Formulation of hypothesis

1.5. Significance of study

1.6. Scope of study

1.7. Definition of terms

CHAPTER TWO

2.0. Literature review

2.1. Meaning of advertising

2.2. Forms of advertising

2.3. Advertising and consumer

2.4. Critics of advertising

2.5. Measuring Advert Effectiveness

CHAPTER THREE

3.0. Research methodology and design

3.1. Area of study

3.2. Population of study

3.3. Determination of sample size

3.4. Sampling procedure for data collection

3.5. Validity of research instrument

3.6. Method of data collection

3.7. Method of data analysis

3.8. Limitations of the study

CHAPTER FOUR

4.0. Presentations analysis and interpretation

4.1. Data presentation and analysis

4.2. Test of hypothesis

CHAPTER FIVE

5.0. Discussions of findings

Recommendations and conclusion

5.1. Discussion of the findings

5.2. Recommendations

5.3. Suggestion for further study

5.4. Conclusion

Bibliography. 

     CHAPTER ONE

1.0. INTRODUCTION

1.1. BACKGROUND OF THE STUDY.

Marketing is the process of planning and exciting the conception, pricing, promotion and distribution of ideas, goods and service to create exchange that satisfying individual and organizational objectives. (Eric N. Berkowitzetal P10:1992) firms that adopt the marketing concept mostly aim at finding what consumers effectively and efficiently. It is however expedient to note that no matter hour a product meets the requirements of the consumer, he has to be aware to that fact. The consumers awareness of such products that claims to provide the assumed kind of services or satisfaction in the marketing. Furthermore, advertising is any paid from of non personal communication about an organization, goods, services or ideas by an identified sponsor using different media in order to create awareness and make sales. (Eric N. Berieuwitzelac. P. 4992) with the gradual industrial development in Nigerian, advertising is becoming more important instrument of marketing advertising as part of marketing mix, is concerned mainly with identifying in detail as much as possible what the consumer needs and persuading him that a specific product or service will provide the most effective means of satisfying the expressed needs there is a growing conviction that advertising contributes consideration moving the consumer from awareness to the point of purchase and that there are some modes of advertising, that are more effective than others, for instance Radio Television and bill boards. Which should be improved the validity of this assertion will be subjected to test in this study.

However, an effective advertising Is expected to attract, by it’s simplicity and sell by convinced and creating desire through it new values and appeal to common sense. A good advance of researches have been carried out to measure the value of advertising especially here in Nigeria, others still come out criticize advertising as a deceptive fool of marketing consequently most of the arguments advanced against advertising boards as it’s influence and effects on consumer goods market. As well as advertising influence on consumer choice behaviour. These raise a member of questions such as why does consumer have to buy items reasons not associated with his need for it if a consumer should buy item not associated his need why? Other wise what is responsible for if? Having said this much, the approach to answering these questions, must being with understanding of advertising concept as it relates to consumer buying Patten. Hence, the study is concerned with how advertising effectiveness can be improved to in enhance the marketing of consumer goods.

1.2. STATEMENT OF PROBLEM

The problems of this study include: -

1. Finding the various ways of advertising.

2. Suggesting ways of improving advertising effectiveness

3. Finding the effects of advertising on the sales of consumer goods.

4. Finding out ways of improving modes of advertising.

1.3. RESEARCH QUESTIONS

1. Does advertising influence the purchase decision of consumer?

2. Does advertising provide inadequate information for consumer?

3. Is it true that advertising increases the prices of commodities in the market?

4. What method do you think is the best way of improving?

5. Do any of these modes of advertising influence consumer behaviour?

6. How does consumers feel about any of these modes of advertising?

1.4. FORMULATION OF HYPOTHESIS

1. To investigate the effectiveness of advertising in the consumer goods market.

2. To find out how effective these improved modes are to consumers.

3. To find out how effective these improved modes are to consumers.

1.5. SIGNIFICANCE OF THE STUDY.

The effect of advertising on consumers has attracted a lot of writings on the marketing literature. However no consumers develop a comprehensive mode capable of putting to rest some arguments that advertising is deception tool, which makes people buy what they do not need. This had not put advertising in the proper perceptive in Nigerian setting.

The use of advertising by various companies to obtain their organization goal is necessary and it has given way for their survival in the business scene. In Nigeria by given mangers of organizations advertising agencies and their clients reliable fee on consumer reaction to advertising products. The claims made for such products help to put to rest all the arguments for and against advertising in the proper perspective in Nigerian settings. Highlighting the apparent consequences to the agency, it clients and of course the managers of organization.

The findings would be useful to firms in the filed of production and marketing students carrying out research will also use this work as reference point

1.6. SCOPE OF STUDY.

Ordinarily, the study on improving advertising effectiveness in consumer goods market in all departmental stores in Enugu is a rest and difficult task as a result, the study is limited to finding how effective advertising can be of help in the marketing of consumer goods in Enugu with special reference to eastern shop Ogui, Enugu.

1.7. DEFINITION OF TERMS

Advertising can define as any paid forms of Non-personal communication about an organization, goods services or ideas by an identified sponsor using different media in order to create awareness and make sales.

2.7. ENTHUSIASTICALLY OR ENTHUSIM: - A strong feeling of interest and admiration

3.7. SALVAGE: - The act of saving a wrested ship or its goods from the sea it is also know by the set of saving from destruction useful or valuable property saved from being destroyed, loss or damaged by wrecking.

4.7. MACEDONIAN CALL: - Biblical language show how urgency one is needed

5.7. INNOVATIONS: - The introduction of something new idea, method or invention.