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ADVERTISING AND MARKETING PERFORMANCE OF SELECTED DETERGENT COMPANIES

CHAPTER ONE

INTRODUCTION

Background to the Study

The dynamic difficulties of the business environment come in the shape of ever-increasing competition. In terms of attracting customer attention, product and brand extensions provide a difficulty. Marketers use a number of methods to beat the competition, and marketing analytics have become a key worry for them. Advertisement is an important tool that marketers use to sell their goods and services. Advertisements can be found on TVs, computers, radios, newspapers, magazines, and mailboxes, among other places.

Only in the twentieth and twenty-first centuries has the use of advertising as a means of gaining a long-term competitive advantage gained traction.¬† Advertisement is thought to be convincing, educational, and complimentary to the offered goods (Bagwell, Ramey and Spulber, 2007). Advertisement is defined by the American Marketing Association as any paid type of non-personal presentation of ideas, products, and services by a specific sponsor. A paid type of non-personal communication about an organization, product, service, or idea by a recognized sponsor is also known as an advertisement (Alexander, 1965). Burnett (2008) also sees advertising as a non-personal communication technique focused at disseminating marketing-related information to a target audience, usually paid for by the advertiser and delivered through mass media to fulfill the sponsor’s stated aims. Historically, advertising research has mostly focused on the sales and profit response to marketing initiatives.

The attention of the general people is drawn to advertising. Firms in various industries frequently attempt to stimulate sales by manipulating consumers’ psychological, emotional, and economic state of mind through advertising. This frequently occurs when there is fierce competition in the business line, and manufacturers or producers see a pressing need for promotional or advertising activities.

Advertising, also known as communication mix, is used to promote both new and existing products by informing consumers about the usage and purpose of the new product, as well as the necessity for it. Because the goal of advertising is to influence a client’s attitude or behavior toward a product or service in a way that benefits both the advertiser and the customer, As a result, it is critical for businesses to launch descriptive informative advertisements to draw attention to the availability of a new product while also encouraging people to buy a trial supply or accept a free sample. Because to inform is to persuade, and a person who is persuaded is also informed, and persuasion and information become effective through some form of communication, advertising, promotion is the design and management of a marketing subsystem for the purpose of informing and persuading current and potential customers. Furthermore, when a new product is presented to the market, there is an initial danger of purchasers being aware of its worth and existence. It’s also necessary during times of scarcity; during these times, promotion could take the shape of structural information, promoting product conservation, or an instructional program to assist consumers with the product. It can also be used to boost sales when the company’s sales are at an all-time low. Obviously, the primary goal of any advertising on the part of the producer is to boost sales volume, which is why the advertisement was created. This goal can be subdivided further in terms of dimension, and strategies devised to accomplish either quick or long-term gains. Both goals will be met, but the immediate goal will be met until the strategy and promotional instruments are in place.

Advertising, once again, is a major booster of strong economic growth and stability. Advertising encourages more efficient use of natural resources; it is an important link in the marketing process, with the goal of producing what the market wants and can handle.

After a thorough examination of the notion of advertising, we may now turn our attention to the impact of advertising. So, once it’s been recognized that a critical problem or opportunity for the brand / product is communication with customers, an assessment of the role that advertising is supposed to perform is an important component of the advertising planning and decision-making process.

Advertising is a powerful marketing communication strategy employed by organizations to satisfy the promotional tool, according to Adirika, Ebue, and Nnokim (2006). It’s a cold, impersonal way of communicating or presenting goods, ideas, or services via sponsored media with open or obvious sponsorship. Everything about advertising is a sponsor conveying a message, termed an advertisement, to a huge number of potential product purchasers via one mass media (radio, television, newspaper, magazines). Advertising is a crucial marketing strategy in and of itself, as it aids in the sale of goods, services, images, and ideas through information and persuasion. Personal selling, sales promotion, and exposure are all considered inferior promotional tools by many businesses. This is due to the fact that advertising delivers repeated presentations to a large number of people with a single message.

 Statement of the Problem

Advertising, according to Kotler and Armstrong (2005), is any paid type of non-personal presentation and promotion of ideas, goods, or services by a sponsor.

The majority of businesses value competition, especially when it is healthy and beneficial. In a mixed economy like Nigeria, where the tents of capitalism permit for free enterprise activity, competition thrives. A marketing manager in a pure Nigerian competitive market situation, such as the one that exists here in the market with Port Harcourt as a case study, is frequently faced with the problem of determining the demand for his product in a particular market segment, as well as the issue of identifying and separating those who are inconsistent in his product’s demand pattern. Agu,

Purpose of the Study

The goal of this research is to look into the impact of advertising and the marketing performance of elephant extra detergent in the PZ business in Port Harcourt. The following are the study’s particular goals:

Investigate the relationship between social media and detergent manufacture in Port Harcourt.

 

Examine the email relationship in Port Harcourt’s detergent manufacturing industries.

 

Investigate the link between online communication and detergent manufacture in Port Harcourt.

 Research Questions

The following research questions will serve as a guide for this investigation.

1. What impact does social media have on Port Harcourt’s detergent manufacturing companies?

2. How does email affect the detergent manufacturing industry in Port Harcourt?

3. To what extent do detergent manufacturing enterprises in Port Harcourt use internet communication?

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