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, .
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
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.