CHAPTER ONE
1.0 INTRODUCTION
In
our contemporary world, advertising serves as one of the media vehicle through
which any organization or potential buyers of goods and services and to form
direct communication of persuasion nature to existing customers or the
generality of the populate. In communication system (through whatever means
can deliver its message to recipient or
receiver in a way and manner that the receiver will receive and perceive the
message.
The
word advertising is derived from the Latin word advertero and meaning it turn
literally, it means to turn people’s attention to specific thing”. Nothing definite can be said to how ad is the
method of advertisement. It was originally used to warn public against
something either drive or attract the public from something bad or good. It is
presumed that the first advertisement was sometime in the form of stenciled. Inscription
which were found on earthen bricks prepared by the Babylonians above three
thousand years before Christ
In
the olden days, the advertisements were more passive and extremely limited in
scope. The earliest forms where signboards and writing on the walls of
prominent buildings. The art of printing further aided in the technique of
advertising through hand bills magazines and newspapers pamphlets and hand
book.
In
a free or capitalist economics, promotions play an important rule. This is creating awareness for new product. This fact
has been established by marketing experts. As a tool, promotion can be used for
not only creating product awareness but also in estimating demand through a
variety of techniques. The techniques are advertising, personal selling,
publicity and sales promotion. Firms can
use any of these or a combination of one or more to achieve their promotional
goals, depending on the nature of the product, the firm financial strength etc.
Due
to springing up of soap manufacturing industries in recent years, with existing
of the imperfect competition and different brands in the soap market there is
the need for effective advertising strategy which will not only informs and
persuade, but also remind the customers to maintain the brand.
In
the present day competitive environment in our business set up especially in
toilet soap industries in Nigeria, it is absolutely imperative for the strategy
resembles and immeasurable investment to the organization in which a return is
expected. The NASCO Marketing company limited should find it necessary to
design advertising campaign in such a way that will attract the attention of
customers invariably this will end and the strength of its product line and
sales.
This
research is therefore intended to analysis the extent to which NASCO marketing
company limited is using advertising strategy to market its new product beauty
soap in the face of its competitors offering the same toilet soap, it also
intended to highlight any constructive alternative or suggestion for over
coming any advertising bottle neck that might arises.
1.1 STATEMENT
OF PROBLEM.
The
basic problem for research is to justify the effectiveness or impact of
advertising to adopt make sales especially during the introductory stage and
why is it that during introductory stage of the product life cycle a new
product dies not reaching the growth or maturity stage. What method(s) of
advertising are to and whether those methods are actually effective enough to
achieve the desired goals.
Over
the years, many organization in Nigeria
seems to believe that once goods or services are produced, there is
ready market for such goods and services.
As they do not seem to recognize or appreciate the place or role of
advertising towards achievement of their organizational profit or sales
objectives.
1.2 OBJECTIVES
OF THE STUDY.
In
the kind of adventure, there must be a study to ascertain its success. If that
is a general and acceptance principle the researcher also has some reasons in
going into the study under consideration. In view of fact, this study is
carried to achieve the following objectives.
1
To examine the significant of
advertisement as it effects the development introduction and growth of new
product in the market place
2
To access the degree of the effect of
advertising on new product
performance in comprise with competitive product
in the market place.
3. To determine the degree of
association that exist between the advertising expenditure, and the annual
turnover/profit.
1.3. SIGNIFICANT
OF THE STUDY.
This
project will be of importance to the (NASCO)company limited in adopting a more
effective way of advertising to take care of uncertainly in the future which is
likely to occur in the industry especially in marketing new product entrance.
The finding of the study will also be of immense benefit to other companies who
may wish to carry out further research work on how advertising can be used when
a new product is introduce into the market. The finding will be useful to the
marketing department of Kaduna polytechnic who may be interested in researching
further into advertising new product or services in Nigeria and final year
student in particular who will graduate and go into business word to face
problem in the advertising system of the organizations, the student may find
themselves.
1.4 SCOPE OF STUDY
The study is concern with advertising
as a promotional tool for marketing
New product a case study of the NASCO
marketing company in the advertisement of beauty toilet soap manufactured by
NASCO beauty care division and would in addition be limited to the company’s
area of operation due to the financial and time constraints
1.5
LIMITATION
OF THE STUDY
The
scope of the research is limited by factors inherent in our environment such as
finance, time and attitude of respondents. The limitation encountered in the
course of the investigation are listed below.
It
is evidently clear that things are very difficult in Nigeria these days. This problem
becomes more apparent due to the high cost of transportation, a considerable
increase in price of writing, typing and binding material at the time of
writing this project due to the devaluation of Naira.
The
researcher had struggle in between lecture period and data collection. As a
result of this, some places which were to be visited were abandoned.
The attitude of some consumers or
customers who could not ,fill the questionnaire correctly and even some did not
return the questionnaire at all. Also attitude of the administrative marketing
manager of NASCO towards answering questions. There was the suspicion that
information revealed could be used to the detriment of the company, or could be
revealed to competitors despite the assurance from the researcher that all
information provided will be treated with utmost secrecy.
1.6 STATEMENT
OF HYPOTHESIS
For
the purpose of this study the following hypothesis have been formulated
H0:
Advertising is insignificant in the new product development and
marketing process especially in NASCO groups of companies, Jos.
H1:
Advertising is significant in the new product development and marketing process
especially in NASCO groups of companies Jos.
.
1.7 DEFINATION OF TERMS.
1. Marketing
the management process responsible for identifying, anticipating and satisfying
customers requirement profitable.
2. Product.
Product is anything that can be offered to market for attention, acquisition or
consumption, it includes physical objects, services, personalities, places,
organization and ideas.
3. Proportional
tool. is are the various methods pf proportion that a company can adopt. Such
as advertising, personal selling, sales promotion, public elations and
publicity.
4. Advertising
this is a form of paid public announcement intended to promote the sale of
commodity or services or to bring about some other effects desired by adviser.
It is essentially a form of communication through such diverse media as
handbills, newspapers, letters and radio television broadcast.
5. Market
share is a firm percentage of the industry’s total sales.
6. Invocation
a new approach or concept in the, production cycle frequency involving the use
of invention practiced task.
7. Product
life cycle. Is an attempt to recognize district stages in the sales history of
the marketing of a product that begins with commercialization and end with,
removal from the market?
8. Modification
Any adjustment of an existing product settle and color or model any product
improvement or brand change.
9. Media
mass communication channel through which a message is passed across to the
audience for example, television, radio, magazine etc.
10. Personal
selling. The process of making oral commercial representation during buying or
selling interview or services.
11. Marketing strategy. This is the marketing
logic by which the business units expect to achieve the marketing objectives.
12. Sales
promotion. It has been destined as a short term incentive to encourage purchase
or sales of product or services.