THE INFLUENCE OF ADVERTISING AND PROMOTIONAL STRATEGIES ON ORGANISATIONS
CHAPTER ONE
INTRODUCTION
Background of the Study: Advertising encompasses the comprehensive array of endeavours involved in effectively conveying information or promoting products and services to a collective audience. A non-personnel, auditory or visual, publicly endorsed communication pertaining to products, services, or concepts. These messages are disseminated through one or more forms of media and are financially supported by a clearly identified sponsor. Initially, it is imperative to acknowledge the substantial disparity that exists between the concepts of advertising and advertisement.
Advertising can be understood as the embodiment of the message, serving as a potent force of communication. It stands as an indispensable tool within the realm of marketing, facilitating the promotion and sale of goods, services, images, and concepts through the strategic deployment of information and persuasive techniques.As per Kolter's seminal work in 1998, advertising can be defined as a remunerated means of disseminating and promoting ideas, goods, and services, under the auspices of an identifiable sponsor. The primary objective of advertising lies in the facilitation of sales, generation of demand, fostering a symbiotic relationship between the public and the product, paving the way for sales personnel, cultivating a positive reputation, and ushering in novel trends and cultural practices.
Advertising is an integral component of the broader marketing mix, encompassing various strategies and tactics employed to promote products, services, or ideas. However, it is worth noting that advertising can also be utilised by individuals, such as entertainers, as well as non-commercial organisations that are not actively involved in marketing endeavours. An example of the latter would be hospitals employing advertising techniques to attract potential staff members.Advertising is a quintessential component within the arsenal of strategic instruments that corporations employ to effectively disseminate persuasive messages to their intended consumer base and the wider public sphere. It encompasses the utilisation of non-personal modes of communication, facilitated through remunerated media platforms, and executed with explicit sponsorship. While advertising predominantly operates within the realm of private enterprise, it is worth noting its utilisation across various nations, including socialist countries. Its purpose extends beyond the promotion of specific goods and services, encompassing certain attributes that are not directly linked to sales.
Nevertheless, the efficacy of advertising as an economic catalyst lies in its capacity to exert persuasive influence and disseminate valuable information. The publication authored by Armstrong in the year 2002.It is a widely acknowledged notion that advertising possesses the remarkable ability to engender a market in circumstances where no market previously existed. Such is the profound influence of advertising. Its pervasive influence compels consumers to engage in the acquisition of superfluous commodities or to succumb to the allure of purchasing items that do not align with their best interests.
Perreavult (1999) posits that sales promotion encompasses promotional endeavours beyond advertising, publicity, and personal selling, with the aim of inciting interest, encouraging trial, or facilitating purchase among end consumers or other entities within the distribution channel. This may entail the utilisation of samples, signage, catalogues, novelties, and circulars.
As per the scholarly work of Kotler (2002), sales promotion is a pivotal component within marketing campaigns, encompassing an assortment of incentive tools that are predominantly of a temporary nature. These tools are strategically devised to incite expeditious or heightened acquisition of specific products or services by both consumers and the trade. While advertising serves as a persuasive factor for purchasing, sales promotion provides an additional impetus to engage in a transaction. Sales promotion encompasses an array of techniques for consumer promotion, such as the distribution of samples, cash refund offers, price reductions, provision of premiums, bestowal of prizes, cultivation of patronage, facilitation of free trials, assurance of warranties, implementation of cross-promotion strategies, utilisation of point-of-purchase displays, and execution of demonstrations. Furthermore, trade promotion entails the deployment of methods such as price reductions, advertising and display allowances, and provision of complimentary goods. Lastly, business and sales-force promotion involve activities like trade shows, conventions, contests tailored for sales representatives, and advertising initiatives specifically designed for this purpose.
Sales promotion tools vary in their specific objectives. The provision of a complimentary sample serves as a catalyst for encouraging consumer experimentation, while the offering of complimentary management advisory services endeavours to solidify a durable and enduring association with a retailer.
1.2. STATEMENT OF THE PROBLEM
Production of goods and services is one thing and marketing of the goods and services another thing. Any product or service which is not marketable is not worth it’ production.
Advertising and promotional strategies play key roles in the marketing of organisation goods and services. However, most companies do not give serious though 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 impact on its productivity and services. This and many more question are what the work will seek to provide answer to.
1.2 PURPOSE OF THE STUDY
The objectives of the study are
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To know whether advertising and promotional strategies really influence consumers of goods and services in Ibedmore Resources.
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To find out how other variables have influenced consumer purchase of goods and services
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To determine the best media of advertising for products of goods and services in Ibedmore Resources
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To find out what should constitute a strict behaviour to the take-off promotional activity in Ibedmore Resources.
1.3 THE SIGNIFICANCE OF THE STUDY
The significance of the study are as follows:
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The inherent problem of advertising and promotional strategies of goods and services will be identified for solution.
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This study will also help student as well as other researcher in the field as a reference material
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Lastly, this study will be beneficial to the educators and consumers on the adequate use of advertising and promotional strategies by the researcher.
1.4 RESEARCH QUESTIONS
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What are the roles of advertising and promotional strategies in the marketing of organisation goods and services in Ibedmore Resources Ltd.
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How does advertising and promotional strategies enhance customers patronage in Ibedmore
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How does advertising and promotional strategies impact on its productivity and services
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What affect Ibedmore competitive advantage.
1.5 HYPOTHESES
Ho: There is no significant relationship between advertising and promotional strategies and organisation products and services
Hi: There is significant relationship between advertising and promotional strategies and organisation product and services
Ho: Advertising and promotional strategies have not enhance customers patronage in Ibedmore.
Hi: Adverting and promotional strategies have enhance customers patronage in Ibedmore.
1.6 OBJECTIVES OF THE STUDY
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To know the role advertising and promotional strategies in the marketing of organisational goods and services in Ibedmore Resources.
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To know how advertising and promotional strategies enhance customers patronage in the organisation.
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To know how advertising and promotional strategies impact on its productivity and services.
1.7 DELIMITATION/SCOPE OF THE STUDY
Delimitation/scope is mainly concerned with the impact of product advertising in achieving organisation goals. And the cope of the study is within Uyo metropolis of which Ibedmore Resources Limited was used as a case study. Other relevant issues are beyond the geographical coverage of the areas of study which may be logically.
Product advertising falls into three categories, pioneering, competitive reminder advertising. Pioneering 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, quality and style of the production.
These reinforce the basic expectators of the product. The formal product has secondary benefit to a consumer apart from intrinsic benefit derived from the cove product, the formal has secondary or psychological benefit.
On the contrary, advertisement increases sales, makes mass production and consequently lower feasible in addition, it builds up an image for a product, these, adding a psychological attribute to a product, thereby increasing the satisfaction.
1.8 DEFINITION OF TERMS AND ACRONYMS
Advertising: Is the flow or process of communication to a clearly defined achieve information about the product in such as way that the audience will be encouraged to take action to buy.
Sales Promotion: Sales promotion can be defined as a broad label that applies special kinds of sales accelerating activity not necessarily classed as advertising and direct selling.