PROACTIVE ADVERTISING STRATEGIES AND CONSUMER PRODUCT PREFERENCE: (A STUDY OF SAMSUNG PRODUCTS IN UYO)

PROACTIVE ADVERTISING STRATEGIES AND CONSUMER PRODUCT PREFERENCE: (A STUDY OF SAMSUNG PRODUCTS IN UYO)

   CHAPTER ONE

• INTRODUCTION

Proactive advertising involves delivering the marketing messages when a prospective customer asks for it. In other words at the exact movement when someone looks for what is being sold. Proactive advertising is an incredibly powerful marketing tool and it creates a much greater chance of a sale than reactive advertising. It is also for such reasons why advertising of products are migrating from traditional advertising plat forms, onto different form of which of them is the tele marketing means that is a process that forms use to be in contact with a lot of people usually companies want to be noticed and for people to approach them first, this is not a good practice of company wants to expand their reach and increase their profit.

The company needs to be proactive in advertising and one tool can provide them with and advantage to do so in with the use of a contact data base. The data base contact gives initiative of getting in contact with the right people to advertise leads that contain the names and in the associated with their line of business and all other contact information that would garner the interest of these people with the products and services the company is advertising. Acquiring to contact database can enable a company to ensure its success and reach its goals with a faster route.

Therefore, proactive advertising strategies deal with consumers attitude in term of product preference. Today corporate organizations use proactive advertising in order to promote their business images across their products and services.

It is against this backdrop that this study intends to examine proactive advertising and strategies and consumer products preference in which Samsung products have been earmarked for that purpose.

Corporate profile about Samsung. Samsung was founder by lee Bying-Chul in 1938 as a trading company. The company diversities into areas including food processing, textile, insurance, securities and retail.

Samsung entered the electronic industry in the late 1960s and in the construction and in ship building industries in the mid-1970s following Lee’s death in 1987, Samsung was separated into four business groups: Samsung group, shines gae group, CJ group and Hamsol group.

Since 1990 Samsung has increasingly globalized its activities, and electronics particularly mobile phones and semi conductors have its most important source of income.

Notable Samsung industrial subsidiaries include samsung electronics the world largest information technology company measured by 2012 revenue and 4^th in market value, Samsung  heavily industries, the world’s record largest slup builder measured by 2010 revenues and Samsung engineering and Samsung.

In 2013 Samsung began construction on building the world’s largest mobile phone factory in the thai nguyeri province of victnam.

According to the founder of Samsung group, the meaning of the Korean, Hanja word sung is “Eristar” of three starts. The word three represents something big, numerous and powerful. The starts means eternity.

• STATEMENT OF THE PROBLEM

Numerous consumers have always complained of advertising strategies which have not been adequately used by most corporations of firm. This exactly brings the complain that firms and even manufacturers of products neglect the use of proactive advertisement strategies such as direct sales, online sales etc to their consumers.

Again enough researchers have not been addressed to proactive advertising strategies and consumer products preferences.

It is therefore against this backdrop that this study intends to examine and survey the necessity of proactive advertising in today’s world full of business competitions amongst firms.