CUSTOMER’S VIEWS ON THE ADVERTISEMENT OF BOURNVITA IN UYO METROPOLIS

CHAPTER ONE

THE PROBLEM AND ITS SETTING

• Introduction

Advertising agencies play an important role in publicizing products to the general public through print, television, radio and the internet. This practice helps companies to expand their market share and maintain the commitment of their existing customers. Advertisers use catchy tunes or images to capture the attention of consumers and influence their purchasing power. Using multiple media to promote products could increase the visibility of products and making them accessible to consumers.

Brands are products with distinctive qualities they are promoted through effective marketing strategies. Advertizing agencies focus specifically on the unique qualities on brand name products and must convince consumers while a brand name is better than other similar products. The success of a brand depends on the use of creative, repetitive messages that are remembered or stand out in advertizing campaigns. When used effectively, brand advertizing has the potential of reacting a broad client base and significantly increasing a company’s revenue. (Bright and Zeigler 2000).

Advertisement suggests new uses for old products and new products to solve old problems. Competition has created new technologies and made better products available in the market place. Britt and Lucas (2000). All forms of advertising have some things in common. But most have very great differences also. Consider the kinds of media, methods of production event basic purposes. The attributes that advertisements have in common are mostly creative for example, every advertisement has to have an idea. Every advertisement has to have words or pictures or both. Something has to compose them. And somebody usually a different specialist has to produce them i.e. translate the advertisement into a metal plate for printing, or a videotape or film for television or a disc or tape for radio. Meanwhile, still another specialist, the media man, has already recommended where the advertisement should run and has reserved the print space or broadcast time for it (Cater 2006). But the difference among various kinds of advertising is considerable. Different advertisements strive for different objectives, nerve different businesses, appear in different media, pursue different audiences (e.g. audiences can vary by sex, age, occupation, income, education, location and personal interests). The better a business manager understands these differences, the better such business manager can judge whether the company’s advertising for which the business manager works for is good, so-so, or missing the mark.

• Statement of the Problem

The function of advertising is to create awareness, interest, inspire desire and eventually lead to buying action. However, it is not certain whether the buying action can be sustained into brand performance could be enhanced by producer’s quality or by both advertising and quality of the product.

This study seeks to analyze the event to which the above stated factors manifest in the relationship between advertising and brand performance

• Objectives of the Study

The objectives of the study sought to:

1. find out the role of advertising in brand performance of Bournvita
2. find out the ways brand performance could be improved with minimal cost.

• assess respondent; views on advertising of brand performance of Bournvita

1. highlight the strategies of advertising and branding of Bournvita to Uyo residents
   • Research Questions

The following research questions were formulated to guide the study.

1. What is the role of advertising in brand performance?
2. What are the ways brand performance could be improved with minimal cost?
3. How could the strategies of advertising and branding of Bournvita could highlight to Uyo residents?
   • Significance of the Study

The study is significant because it intends to highlight more on advertising of brand performance of Bournvita. In addition, the study intends to add more to academic knowledge by exposing its aspects to other researchers. It is therefore agreed that at the end of this study students of mass communication Uyo City Polytechnic advertisers and management of Bournvita shall benefit immensely from it.

• Delimitation of the Study

This research (project) only covers customers’ views on the advertisement of Bournvita, in Uyo metropolis in Akwa Ibom State.

• Limitations of the Study

A research work of this nature cannot come to an end without limitation. The researcher encountered numerous problems such as difficulty in procuring materials for the project, time and financial constraints.

1. Material procurement: there was a lot constraint as to getting information and materials for the project (job). The researcher made series of consultations and visited most renowned institutions to acquire the needed information. Most materials used were very difficult to come by as there is no library within the town.
2. Time constraints: combining academic work with job is no doubt a difficult issue, as it has to do with time. Actually, a lot of time was wasted as the researcher visited the organizations.
   • Definition of Terms

Key terms have been defined. They were:

Customers

Referred to prospective buyers involved in the final consumption of the product.

Views

Referred to opinions of respondents