THE SIGNIFICANCE OF ADVERTISING TO BUSINESS ORGANIZATIONS IN NIGERIA

ABSTRACT

        I am writing this project in attempt to investigate on the significance of advertising to business organizations, emphasis on Unilever Nigeria plc, Apapa. In accomplishing the purpose of the study, the followings shall be looked into:

        In chapter one, we shall look into background of the study, statement of problem, aims and objectives of the study, research questions, significance and need of the study, limitation and delimitation as well as definition of key terms.

        Chapter two deals with literature review “definition of advertising, historical background, types of advertising, aims and objectives of advertising, developing an advertising campaign, advertising media and importance of advertising.

        Chapter three deals with research methodology research design, which are population and sample size, source of data,   method of collection, data analysis and validity and reliability of instrument.

Chapter four deals with presentation analysis and interpretation of data. It involves presenting data collected, analyze those data and make use of it.

Chapter five contains summary of findings, conclusion and recommendations. This project work will be prepared in a way that all will be useful for business organizations and academicians.

                         TABLE OF CONTENTS

Title Page                         –                       –               i

Certification                     –                       –               ii

Dedication                       –                       –               iii

Acknowledgment             –                       –               iv-v

Abstract                           –                       –               vi-vii

Table of Contents             –                       –               viii-

CHAPTER ONE

1. Introduction                     –               –               1
   1. Background of the study  –              –               1
   1. Statement of the study     –               –               3
   1. Objective of the study      –               –               4
   1. Research questions          –               –               5
   1. Significance/need of the study                –               6
   1. Limitation and delimitation of the study  –       7
   1. Definition of terms           –               –               9

CHAPTER TWO: REVIEW OF RELATED LITERATURE

• Introduction                     –               –               11
  • Historical Background     –               –               13
  • Definition of advertising   –               –               15
  • Aims and objectives of advertising   –               16
  • Types of advertising         –               –               17
  • Developing an advertising campaign        –               20
  • Advertising media            –               –               26
  • Importance of advertising –               –               30

CHAPTER THREE: RESEARCH METHODOLOGY

• Introduction                     –               –               33
  • Population and sample size             –               33
  • Sources of data                        –               –               34
  • Instrument used for data analysis   –               35
  • Methods of data collection                       –               35
  • Methods of data analysis                 –               37
  • Validity and reliability of instrument used               38

CHAPTER FOUR: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

• Presentation of data                 –               –       40
  • Analysis of data                       –               –       41
  • Interpretation data                   –               –       59
  • Discussion of findings             –               –       59

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

• Summary of findings                       –               –       62   
  • Conclusion                              –               –       63
  • Recommendations                   –               –       64

Bibliography                            –               –       67   

                                CHAPTER ONE

1. 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 19^th 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.