The Impact Of Advertising And Promotional Strategies On Organization Product And Services

CHAPTER ONE

1.0     INTRODUCTION

Advertising consist of all the activities in presenting to a group A non personal, oral or visual, openly sponsored message regarding the  products, services or ideas this message are spread through one or more media and is paid for by an identified sponsor.

First there is a significant difference between advertising and advertisement.

Advertisement is the message itself while advertising is a powerful  communication force and it is an essential marketing tool helping to sell goods, services, images and idea through the channel of information and persuasion.

According to Kolter (1998) “advertising is any paid form of non personnel presentation and promotion of idea, goods and services, by an identified services, create demands families the public with the use of the product, prepare the way for the salesmen, create goodwill introduce new style and customs”.

Advertising is part of the marketing mix, but it can be use by an individual such as an entainer^^^ or by non commercial organization not engaged in marketing such as hospital advertising for staff.

Advertising is one of the four major tools companies use to direct persuasive communication to target buyers and public. It consist of non-personnel forms of communication conducted through paid media under clear sponsorship. Although advertising is primarily a private enterprise marketing tools it is used in the countries of the world including socialists countries it works not only on behalf of specific goods and services, but also assumes certain characteristic which are less directly connected to selling.

However, the potency of advertising as an economic catalysts in its persuasive and informative attributes awake (2000) state “that no market exist, such as advertising. Its influence encourages consumers to anything they do not need or into buying something not in their  own interest”.

According to Kotler (2002) “sakes promotion, a key ingredient in marketing campaigns, consist of a collection of incentive tools, mostly short term designed to stimulate quicker or greater purchase of particular product or services by consumers or the trade.

Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy, sales promotion includes tools for consumers promotion(sample, cash refund offer, prices off, premiums, pride, patronage, free trials warranties in promotion, cross promotion, point of purchase displays, and demonstrations trade promotion(prices off, advertising and business and sales-force.

Sales promotion tools is difference in their objectives. A free sample stimulates consumer trial, whereas a free management advisory services aim at cementing a long term relationship wins a retailer.

1.12    RESEARCH PROBLEM

The study examines the impact of advertising and promotional strategies in an organization.

The customers lack of adequate information about product, no effective communication of the usefulness, of the product that can not satisfy consumers’ needs and wants. Nevertheless, the letter of consumer’s awareness is poor in Ibedmore Resources as a higher number of consumer lack knowledge and understanding about the actual message that may be communicated to them through advertising. This has influenced the consumers in purchasing product or goods. This is the problem.

1.2  PURPOSE OF THE STUDY

The objectives of the study are:

1. To know whether advertising and promotional strategies really influences in Ibedmore Resources
2. To find out how other variables have influenced consumer purchase of goods and services.
3. To determine the best media of advertising for products of goods and services in Ibedmore Resources.
4. To find out what should constitute a strict behaviour to the take-off promotional acting in Ibedmore Resources.

1.3     THE SIGNIFICANT OF THE STUDY.

The significances of the study are as follows:

1. The inherent problem of advertising and promotional strategies of goods and services will be identified for solution.
2. This study will also help students as well as other researcher in the field as a reference material.
3. Lastly, this study will be beneficial to the educators and consumers on the desolate use of advertising and promotional strategies by the researcher.

1.4     Research Questions

1. What are the rules of advertising promotional strategy in the marketing of organization goods and services Ltd.
2. How does advertising and promotional strategies enhance customers patronage in Ibedmore.
3. How does advertising and promotional strategies impact on its productivity and services?
4. What affect Ibedmore competitive advantage.

1.5     Hypothesis

Ho:   There is no significant relationship between advertising and promotional strategies and organization products and services.

Hi:    There is significant relationship between advertising and promotional strategies and organizational product and services.

Ho:   advertising and promotional strategies have must enhance customer patronage in ibedmore

Hi:    advertising and promotional strategies have enhance customers patronage in ibedmore

1.6     Objectives of the Study

1. To known the role advertising and promotional strategies in the marketing of organizational goods and services in ibedmore resources.
2. To known how advertising and promotional strategies enhance customers patronage in the organization
3. To known how advertising and promotional strategies impact on its productivity and series

1.7     Determination/Scope of the Study

Determination/scope is mainly concerned with the impact of product advertising of the achieving organization goals. And the scope of the study is within uyo metropolis of which Ibedmore Resources Limited was used as a case study. Other relevant issue are beyond the geographical cater age of areas of study which may be logically.

Product advertising tries to develop selective demand for a product specific brand and reminder and advertising tries to develop selective demand for a product specific  brand and reminder advertising tries the product name before the public perhaps the sense of the product, the formal product the present the secondary attribute of the product which include the brand name, the packaging, qualities and styles of the production.

These reinforce the basic expectation of the product. The formal product has secondary benefit to a consumer apart from intrinsic benefit derived from the cover product, the formal has secondary or psychology benefit.

On the contrary, advertisement increases sales makes mass production and consequent lower feasible in addition it builds up image for a product, these, adding a psychology attribute to a product, thereby increasing the satisfaction.

1.8     Definition of the terms and Acronyms

• Advertising: is the flow or process of communication to a clearly definition achieved information about the product in such a way that the audience will be encourage ton the action to buy.
• Marketing: this the process of developing and disturbing products to satisfy customers needs and want which include goods and service of which have monetary value and satisfy customers needs and wants.
• Product: these are the set of tangible and intangible attributes, including package, colour price, manufactures prestige, and retailer services, which the buyer may accept as offering, want satisfaction.
• Media: This are channels of communication used in advertising (eg) television, radio, magazines, news paper, poster ect.
• Market: Is a set of all individual and organisation who are actual or potential buyers of goods and services (Brech 1995).
• Advertisement: Is a set of symbols and sign. Sign can be take verbal and non verbal form.
• Target Market: This is a specific segment of a market that has been captured, serviced as well as or best and then take the maximum profit from your services.
• Communication: It is the transfer of ideas from the sender to the receiver. It is an indispensable management tool.
• Sales promotion: This is the short term incentive offered to encourage the buyer goods and services and its purpose is to increase demand and stimulate sales, wholesales, retailers, toward manufacturer.
• Product Strategy: It need to clearly understand to purpose and possess the future. There are after referred to as having a mission and a vision of the future (Dollas 2000).

1.9     STATEMENT OF THE PROBLEM

Production of goods and services is one thing and marketing of goods and services, another xx any products or service which is not marketable is not worth it product.

Advertising and promotional strategies play key roles in the marketing of organization goods and services. However most companies do not give serious tough to this and it affect their competitive advantage this is the problem.

To what extent has Ibedmore paid attention to this? What are its objectives in this direction, what are the problem it encounters in the course of this how does   this how does services. This many more question are what the work will seek to provide answer to.