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Accessing The Impact Of Advertising On Product Performance
[A CASE STUDY OF P.Z NIGERIA LIMITED]
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CHAPTER ONE
1.1 BACKGROUND TO THE STUDY
Advertising is one of the major tools companies use to direct persuasive communication to target buyers and the public. It consists of non-personal forms of communication conducted through paid media under clear sponsorship. The spender included not any commercial firms but museums, fund raisers and various social-action organization seeking to advertise their causes to various target public. Infact, the twenty-sixth largest advertising spender is an non-profit organization in the USA government. The advertising dollars goes into the various media: magazine, newspapers, space, radio and television, outdoor displays (poster, sions sky writing) direct mail novelties (match boxes, blotters calenders) card cars, but catalogue directories and circular. Advertising has many used, long term building of the organization image (Institutional Advertising) long term build up of a particular brand (brand advertising) information dissemination about a sales service (classified advertising) announcement of a special sales (sales advertising) and advocacy of a particular cause (advocacy advertising). Although; advertising is primarily a private enterprises marketing tools, it is used in all the countries of the world, including socialist countries. Advertising is a cost effective way to disseminate message, whether is to build brand preference for coca-cola all over the world or to motivate a developing nations consumers to drink milk or practice birth controls. Organization obtain their advertising in different ways. In small companies, advertising is handle by someone in the sales department who work with an advertising department , whose manager report to the vice-president to develop the total budget, approve advertising agency adverts and campaign and handle direct-mail advertising, dealer display and other firms of advertising not ordinarily performed by the agency.
1.2 AIMS AND OBJECTIVES OF THE STUDY
The aims and objectives of the study are:
1. To examine the impact of good advertisement on the performance of the PZ product.
2. To examine the significance of advertisement on creation of awareness of the company product.
3. To identify the relationship between advertisement and the price of the company product.
4. To identify whether advertisement passes real message to the target audience.
5. To determine the relationship between the advertisement and sales volume of the company product.
6. The study will provide suggestion to improve advertisement strategies in the company.
1.3 SIGNIFICANCE OF THE STUDY
This research work would be so useful for researchers who intend to know the various terms in advertising and also useful for both the undergraduate and graduate in the field of business studies, purchasing and supply, marketing management and other related courses, as well as professional managers. The research is also useful to PZ Nigeria plc and other companies in our nation in industry for informing , reminding and persuading consumer about their product and to create better awareness as well for the newly established enterprises.
1.4 STATEMENT OF THE PROBLEM
Severally, some individuals find it so difficult to started business, especially in environment like kwara state in some years ago, due to the lack of capital and the company find it difficult to start with little capital they have, as the company could not easily produce then future nearest, as a result of lack of capital, the company now decide to go back source of their financial. Lack of business:- since the company is not new business, people in the rural area may not be aware of their existence in which case there is no market for their product , and there is many competitive from that competing with them. In order to solve this problem, they go on aggressive marketing strategy like product, business advertising, sponsoring essays, donation handbook, organization lectures, seminars, in order to beat the competitive product.
Finally is lack of qualify personal:- During the 1980, most of the workers has the low qualification and lack of train on manufacturing product, such of the company has to send some of their staff to the polytechnic and some of morels institution of management, but the recent problem is lack of raw material since price has gone up as a result of subsidy in morels. So this has been cause uses of local raw materials, Despite the above problem pz Nigeria plc has been able to survived till today and is one of the leading one man business in morels with many branches throughout the whole federations.
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