CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

Advertising is all about life and mans existence. Beginning from the brain activities of thinking and reasoning to other mental forces that push, motivate or drive someone to satisfy a need, want or desire advertising is always present. It is therefore not surprise that everybody brings life new ways of satisfying need. Although advertising seems to be everywhere it also has a foundation in communication and marketing promotion. Because advertising practice is broad, one has witnessed a number of views about the field.

In an attempt to give insight into what advertising means and what it does, a good number of authors and researchers have proposed comprehensive definition of the term, which in most cases are influenced by the interest of the authors. From a management point of view, Godley (2000) says advertising is relatively to low cost method of communication with large number of potential consumers Jefkins (2000) defines advertising from the communication perspective. He says “most lowest cost”.

However, the commonly refused description of advertising has been the American marketing Association view point which states the advertising. Any paid arm of non personal presentation and promotion of ideas, good and services of identifying sponsor.  A common idea seems to run across all these definition and the idea is that advertising chief task is communication. And this comes in form of information promoted by advertisers to consumers in order to enable them to make right decisions that would lead to the purchase of the product.

By so doing, other marketing functions of advertising are achieved. These functions according to Wright, Winder and Ziegler (2001) include “increasing sales for products, developing and expanding markets reducing distributing cost, building up brand loyalty  and goodwill, encouraging competition and media institution to maintain autonomy and independent financially so advertising therefore is not marketing altogether rather it is just a tool for instrument employed to sell product by proving necessary information that pulls and pushes consumers to buy products.

In his attempt to reveal the nature and scope of marketing James (2003) writes that marketing is: A system of business activities designed to plan, price, promote and distribute something of value, wait satisfying goods and services to the benefit of the market present and potential household consumers or individual. Earlier, Kotler (2000) had supported the view that market exists “anytime one social unit tries to exchange something of value with another social unit” thus a market consist of all the activities designed to facilitate, that exchange. But much of the exchange which concerns both communication and marketing converge in the operation of the market concepts. A concept that Dann (2004) say provides much of what s known about marketing and how consumers react to marketing forces Kotler (2000) says that the concept consist on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitions.

1.2     Statement of the Problem

          The Nigerian advertising scene in recent time has been challenged by an unexpected increase in the volume of Amecom Global products in the market. This situation is by no means a threat to the industry after all, advertising needs such competitive environment to survive and function. What is however disturbing is that most of Amecom Global products are advertised by sponsors/manufacturers who cannot be identified. For this reason, cases of trade, or false and harmful drugs cannot easily be traced to the manufacturers of course, several other agents or factors may be responsible for the sales of such false Amecom Global Nigeria Ltd, but among them will be advertising, many consumers would be wondering why such product are advertised in the first place. This kind of situation has led the researcher to question; Do consumers rely significantly on advertising in their purchase decision process?

          If they do at what stages of the consumer behaviour process does advertising in the media become indisputable and which of the media or channels effectively the kind of message that entrance consumers from the basis for the study.

1.3     Objectives of the Study

          The objective of the study seeks to:

1.     find out to what extent advertising of products is done by Amecom Global Limited.

2.     find out if advertising strategies have led to the promotion of product sales.

3.     assess consumer’s patronage of product advertised by Amecom Global Limited.

4.     suggest strategies that could lead to effective advertising of product sales by Amecom Global Limited.

1.4     Research Questions

          The research questions formulated are:

1.     What extent advertising of product is done by Amecom Global Limited?

2.     Has advertising strategies have led to the promotion of product sales?

3.     Do consumer patronages of product advertised by Amecom Global Limited be assessed?

4.     Are there strategies that could be suggested to lead to effective advertising of product sales by Amecom Global Limited?

1.5     Delimitation of the Study

          The study scope in Calabar, therefore the readers of Calabar are to be interviewed on assessment of advertising strategies adopted by Amecom Global Limited in the promotion of product sales.

1.6     Limitation of the Study

          The research state variable that hampered the study. There are lack of fund which disrupted effective research in assessing of advertising strategies adopted by Amecom Global Limited in the promotion of product sales. Secondly, time constraint emanated from research which coincided with assignment text and culture.

1.7     Definition of Terms

          Key terms have been defined. They are:

Assessment: Referred to the process of examining an issue i.e. advertising strategies in the context.

Advertising: Is a form of marketing communication used to encourage, persuade or manipulate audience/viewers, readers or listeners, sometimes a specific group to take or continue to take some action.

Strategies: Methods or procedures used to execute advertising on the promotion of product.

Adopted: Referred to used or executed by a form like Amecom global limited in advertising for promotion of product.

Promotion of promotion: Referred to marketing strategies used in order to create awareness of the existence of product.

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