EFFECT OF ADVERTISING ON BRAND PERFORMANCE, A CASE STUDY OF AIRTEL NIGERIA

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY.

In recent times the performance of any brand name in business depends largely on advertisement which is mapped out of marketing strategy.
Advertising has not only become an integral part of our society and economic system but also grows over the years to assume tremendous propositions but as a business activity and social phenomenon. It has affected not only the business but also the whole society.
According to Offiong (1991), advertising is a way of projecting value, ideas and expectation and soon to consumers. It is most effective as a reinforcement of favorable attitudes value and dispositions already held by consumers.

Advertising as defined by the American Marketing Association, as any paid form of Non-personal presentation or promotion of ideas goods, or services by an identified sponsor. Advertising come in various forms, it involves the use of newspapers and magazines, television, radio, display of direct mail, bill board and so on. It is carried out to build up long term preference for a particular brand; it also helps in creating awareness about a new product and reminding customers of existing ones. Advertising is basically a means of promotion brand names of product. Advertising is a promotion tool (a marketing mix) that enhances the performance of a particular brand product in the market.
According to Olannye (2002), promotion is a process of communication that has the intention of delivery message about a brand from the marketers to potential and correct customers. Advertising has a high public mode of communication of information the brand and also making them to know. The new or existing brand of a product in the market. Besides, it is a percussive medium that permits the sellers to repeat its message as many times as possible.

STATEMENT OF PROBLEM

Advertising is a marketing tool whose sole aim is to build preference for subscribers about existing brand in the market. The relevant statement of the research work is to critically x-ray the effect of advertising on brand using Airtel Nigeria Plc as a case may be.

OBJECTIVES OF THE STUDY

The main objective of the projectis to present how Airtel Nigeria benefit lost specific objective are as follows:
To examine the effect of advertising on brand performance.
To stress the benefit of advertising on brand performance.
The research will help us to advertise on brand performance.
The research will help us to understand the memory of advertising and its objective.
To demonstrates how advertising can be used to correct brands with negative enquiry.
To know how advertising can be used to project good corporate image of Airtel Nigeria Plc.

RESEARCH QUESTION
To effectively and efficiently carry out this study, the following research question will have to be addressed:
Does advertising helps counter the more of competitive performance?
Does advertising improve brand which will lead to increase of sales?
Does advertising increase production level in Airtel Nigeria?
To what degree does advertising increase patronage and customer loyalty?