THE ROLE OF ADVERTISING IN BUSINESS PROMOTION
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Advertising remains an important component of promotion in any organization, whether a big or small business. It is one of several methods of promotion that a business may use to market its products. It gives people the essential information they need to decide whether or not to buy a product, and also identifies the product and its special features.
For a product to market effectively there is need for more development and improvement of the product and it should be accessible to the target market. There is also the need for the producer to device good and simple ways of communicating with the consumer. This is because consumer needs and wants are usually discovered through communication and partially satisfied through communication too.
The marketing communication mix is comprised of four major components of which advertising is one. Advertising is one of the most important promotional tools business uses to reach its dispersed market effectively. The information (message) about the product is packaged by the producer and sent to the audience or market through an advertising media.
It has the effect of creating awareness for the firm’s products and other business activities in addition to persuading, reminding and convincing the target market to patronize a particular product more than the other promotional tools but works with them for synergistic result.
It is within the area of promotion that advertising resides. The promotional mix represents a wide range of communication methods that organizations use to promote their product and services. These include sales promotion, public relations events and advertising. Of the items included in the promotion mix, advertising is the most effective at reaching a wide range of consumers.
1.2 STATEMENT OF THE PROBLEM
Most small businesses in Uyo Metropolis have not been able to break even and have remained stagnated, and some have even close shop because of lack of adequate information on the existence of the business or on the products they offer. Lack of effective advertising therefore has considerable negative effects on the development of small businesses in Uyo metropolis.
Consequently, small businesses continue to dwindle, sometimes where advertising is available small businesses lack the knowledge of the appropriate media to use in reaching their target market. The ultimate effect of this is the lack of growth in the small business sector regarded as a motivator for the development of the larger businesses and this has slowed the pace of industrialization in the State.
1.3 OBJECTIVE OF THE STUDY
1.4 SIGNIFICANCE OF THE STUDY
1.5 SCOPE OF THE STUDY
For the purpose of this study, fifteen (15) small scale businesses operating in Uyo Metropolis were selected as samples for study which were:
– Usmer water
– Ntaps Supermarket
– Assure Electronics
– Royalline Technologies
– Excellence Wrap
– Springwood technologies
– Precious Jewel
– Shade Cover
– Crunchies
– Helcmah Boutique
– Smart Kids
– God’s Favour Business Enterprise
– Wrap Place
– Ettewood Furniture
– Berward Ventures
They were selected based on their relative smallness in operational scope.
1.6 LIMITATION OF THE STUDY
The researcher was limited to some mode of advertising media like print media, broadcast media and specialty media and also by paucity of finance and time to conduct a wider research.
1.7 RESEARCH QUESTION / HYPOTHESIS
Ho: Small business have adequate information of advertising.
HI: Small business does not have adequate information of advertising.
Ho: Effective advertising leads to growth in small business.
HI: Effective Advertising does not lead to growth in small business.
Ho: Small business knows the appropriate advertising media to reach the target market.
HI: Small business does not know the appropriate advertising media to reach the target market.
1.7 DEFINITION OF TERMS
Terms of Use: This is an academic paper. Students should NOT copy our materials word to word, as we DO NOT encourage Plagiarism. Only use as a guide in developing your original research work. Thanks.
Disclaimer: All undertaking works, records, and reports posted on this website, eprojectguide.com are the property/copyright of their individual proprietors. They are for research reference/direction purposes and the works are publicly supported. Do not present another person’s work as your own to maintain a strategic distance from counterfeiting its results. Use it as a guide and not duplicate the work in exactly the same words (verbatim). eprojectguide.com is a vault of exploration works simply like academia.edu, researchgate.net, scribd.com, docsity.com, course hero, and numerous different stages where clients transfer works. The paid membership on eprojectguide.com is a method by which the site is kept up to help Open Education. In the event that you see your work posted here, and you need it to be eliminated/credited, it would be ideal if you call us on +2348064699975 or send us a mail along with the web address linked to the work, to eprojectguide@gmail.com. We will answer to and honor each solicitation. Kindly note notification it might take up to 24 – 48 hours to handle your solicitation.