DETERMINATION IMPACT OF ADVERTISING IN MARKETING OF BLUE OMO DETERGENTS IN ENUGU
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DETERMINATION IMPACT OF ADVERTISING IN MARKETING OF BLUE OMO DETERGENTS IN ENUGU
ABSTRACT
Manufacturers release new products into the market on a regular basis in order to fulfil the changing needs of society.
However, every firm seeks to maximise profits while simultaneously considering risk.
When the quantity of new items in the market is compared to the percentage that succeeds, it is clear that the majority of them fail. The question therefore becomes whether people who fail have a need to satisfy in society, and if so, why do they fail.
A new product requires patronage in order to succeed, and its adoption is determined by the level of awareness of the product’s existence.
To make consumers aware of a new product, the marketing mix, particularly advertising, must be used effectively. Unfortunately, some manufacturers have not fully integrated, accepted,
and practiced this to the point where it will be able to meet its objectives. However, this necessitates a reassessment of marketing methods, particularly promotional strategies.
Data for this study was collected via questionnaires, interviews, and observations to expose all feasible areas of hypothesis statistical testing using chi-square.
According to the findings, there is no positive and significant association between the effectiveness of advertising and new product adoption, which is not dependent on the advertising message being persuasive and meditative in nature.
Recommendations were made in keeping with the findings of this investigation.
INTRODUCTION
1.1 Background of the Study
Advertising is a powerful commercial communication strategy used by businesses to complete promotional tasks. It is the act of connecting with consumers in order to inform them about the availability of a manufactured goods for sale.
Advertising captures the attention of the purchasing public. Firms in numerous industries frequently attempt to drive sales by manipulating consumers’ psychological, emotional, and economic states of mind through the use of advertising.
This sometimes occurs when there is fierce competition in the company area, and manufacturers or producers see a compelling need for promotional or advertising efforts.
Advertising, also known as the communication mix, is used to promote both new and existing products by talking to consumers about the usage and purpose of the new product, as well as the necessity for it.
Because the goal of advertising is to influence customers’ attitudes, behaviours, or behaviours towards a product or service in a way that is favourable to the advertiser while also increasing sales volume.
As a result, it is important for businesses to engage in descriptive informative advertising that draws attention to the availability of a new product while also compelling the public to purchase a trial supply or take a free sample, potentially offering a valuable service.
Although there is no mention of the product’s composition or performance.
Advertising is an exercise in information persuasion and communication because to inform is to persuade, and a person who is persuaded is also informed. Persuasion and information become effective through some form of communication,
so advertising/promotion is the design and management of a marketing subsystem for the purpose of informing and persuading current and potential customers.
Furthermore, when a new product is brought to the market, an initial risk is raising buyer awareness of its value and existence. The role of information in promotion, however, is limited to new products because purchasers’ relationships with products vary.
Even products that have been on the market for years require information support. It is also required during times of shortage. During this phase, promotion could take the shape of structural information emphasising product conservation or an instructional campaign to assist consumers with the products. It can also be quite effective for increasing sales when the company’s sales are very low.
Obviously, the primary goal of all advertising on the part of the production is to boost sales volume. This goal can be further subdivided in terms of dimension,
and by developing strategies aimed at attaining either quick or long-term profits, both goals will be met, but the immediate goal must be conditional on the strategy and promotional materials used.
By and large, we can conclude that the goal of advertising is not to produce great literature, but to show the most beautiful image or to entertain the audience through some or all of these aspects, which are frequently present in advertising. Advertising is first and foremost a sales instrument, and we must never lose sight of this fact.
Again, advertising is a major driver of economic growth and stability. Advertising encourages more efficient use of natural resources; it is an important link in the marketing process, with the goal of producing what the market requires and can absorb.
After thoroughly exploring the concept of advertising, we can now consider its influence. So, after it has been recognised that a critical challenge or opportunity for the brand/product is related to consumer communication,
an assessment of the role that advertising is intended to play is an essential component of the advertising planning and decision-making process.
As part of the communication mix, once this viewpoint is achieved, the brand manager must build a marketing and communication plan in which the various parts compliment one another, enhancing the brand’s sales.
Advertising is a communication instrument, and it is generally desirable to define targets and measure results in terms of intervening variables such as brand awareness, brand image, or altitude. However, these communication duties are supposed to result in a behavioural response to the market world.
Furthermore, advertising as a sales technique has gained widespread acceptability as a practical method of driving sales. Firms should therefore execute it in order to appropriately set an objective selection of tools, successful implementation and channelling of resources, and profit maximisation through higher sales.
According to Adirika, Ebue, and Nnolim (1996:106-112), advertising is a powerful marketing communication strategy utilised by businesses to fulfil promotional objectives.
It is an impersonal method of communication or presentation of commodities, ideas, or services that occurs through paid media with open or identified sponsorship.
Everything about advertising is a sponsor providing a message, known as an advertisement, through one mass medium (radio, television, newspapers, magazines) to a big number of potential users or consumers of the product.
Advertising is an important marketing method for selling goods, services, images, and ideas through information and persuasion.
Many businesses regard advertising to be a more effective promotional strategy than personal selling, sales promotion, or PR. This is because advertising delivers many presentations to large groups of individuals with a single message,
whereas personal selling requires individual contact with each prospect. Individual contact is frequently required for sales promotions.
Publicity, like advertising, may provide several simultaneous presentations, but the firm has limited control over the message content and placement. While advertising is given so much credit, it is critical to our understanding that we recognise the true role of advertising in marketing from the start.
The best advertisement cannot sell a product that is not available, nor will it persuade people to buy products that they believe are of poor quality, too expensive, or below expectations. In fact.
The most effective way to kill a marijuana product is to advertise it. Advertising on its own rarely sells promotion mix variables or other marketing concerns such as product development and research.
Most advertisements are intended to facilitate both personal selling and sales promotion by informing, persuading, recalling, reassembling, reinforcing, and developing favourable attitudes and images about the product and the firm. Simply bat.
Advertising improves potential customers’ responses to the company’s activity. As a marketing tool, advertising can be defined as.
“Any paid form of non-personal presentation and promotion of ideas, goods, and services by an identifiable sponsor” (American Marketing Association).
It considers and categorises the meaning of essential terms in a definition.
In a “paid form,” the advertiser pays for media time and space to convey a narrative about their product or service, as opposed to publicity, which is provided for free as part of news or entertainment for guidance.
“Non-personal” advertising is not personal face-to-face presentation; it may complement or augment the job of personal selling bat must pass through the media. Advertising is “personal selling in paint”
“Ideas goods or service” advertising promotes both tangible and intangible goods. It is for bath profit, non-profit and service organisations, banks, insurance companies, dry cleaners, airlines, transportation companies,
social groups, government parastatals such as the national electric power authority (NEPA), political parties and their candidates, as well as manufacturers of tangible goods.
“As identified sponsors” means that the source of every advertising message is known. This distinguishes advertising from propanda. Advertising receives the majority of a company’s promotional spending, indicating its importance in product sales.
It may be good at this time to evaluate some of the major reasons seen in accordance with the sponsor’s communication purpose, which are:
– To introduce the real product.
– To maintain an established product.
– Generate floor traffic for retail stores.
– To demarket a service.
– To advance the public cause.
To introduce a new product:
Advertising aids in the introduction of a new product by raising awareness and increasing consumer interest, as well as generating a more appealing picture of the new product. Advertising also promotes product improvement and modification.
TO SUSTAIN AN EXISTING PRODUCT:
Helps an established product maintain its position by regularly reminding current and future customers of the product’s availability, as well as the company’s comparison to competitor products and organisations. In executing this duty, advertising will constantly analyse the market for any changes to advertising messages.
TO GENERATE FLOOR TRAFFIC FOR RETIAL STORE:
Advertising boosts retail store demand by telling the public about special offers and promotions for overstocked, discontinued, or damaged items, among other things.
The success of any promotional device is determined by customer awareness of its existence. As a result, advertising is utilised to promote special offers and increase retail traffic.
TO SECURE SALE LEADS:
Advertising promotes a product or service by providing information about it, its features, and availability. Advertising fosters a positive environment or causes a state of mental preparation for the salesperson’s call. The salesperson may begin the sales presentation with a reference to the advertisement.
TO DEMARKET A SERVICE:
When the demand for a product or service exceeds the market’s ability or motivation to offer it, a marketing strategy known as “demaketing” is introduced.
This state of overfull demand, produced by either a momentary scarcity or persistent overpopularity of the product or service, can be remedied through advertising targeted at tailoring needs to the available supply.
To promote a public cause:
Many non-profit, philanthropic organisations, and government departments utilise advertising extensively to promote public causes. For example, the Nigerian Council of Women Society (NCWS) sponsored an advertising public cause campaign on the adolescent girl alongside them. ”
This is not the best way to start adolescence, do not neglect your girl child, do no sent her to an early marriage, sent her to school” . Fundamentally, many businesses have their own advertising aims, but the overall purpose is to make a sale either immediately or later.
1.2 Statement of the Study
Most business entities generally value competition.
especially when it is healthy and beneficial. Competition also thrives in a mixed economy like Nigeria, where the tents of capitalism allow for free enterprise activity.
In a pure Nigerian competitive market situation, such as the one that exists in the southern market with Enugu as a case study, a marketing manager is frequently faced with the problem of determining the demand for his product in a specific market segment,
as well as the issue of identifying and separating those factors that are inconsistent in his product’s demand pattern.
Looking at the growth pattern of the detergent market, data show that competition will continue to develop. As a result, the makers of Omo blue detergent must have a competitive advantage.
This can be accomplished through research by developing appropriate balanced methods to outwit its competitors as well as determining the strength of the promotional mix for the aim of boosting demand for its own product line.
These initiatives, if adequately expressed and done, will significantly increase the firm’s profit level.
The study so aims to find out whether advertising truly
a. generates demand by encouraging sales.
b. Whether businesses maximise profits through advertising
c. investigate the effect of advertising on the volume of sales.
1.3 Object of the Study
The purpose of this study is to determine the reasons behind a
Firms utilise advertising as a sales tactic. It will also investigate the various advertising tactics and assess whether advertising effects influence consumer performance positively or negatively towards the firm’s goods. The investigation will also look into relatively inexpensive but successful methods of advertising.
The study also aims to illustrate the benefits and drawbacks of advertising.
1.4 RESEARCH QUESTIONS.
To meet the study’s aims, the research questions listed below will be asked and answered.
1. What function does advertising play in the detergent introduction stage?
2. More specifically, which communication technique do detergent manufacturers believe is more effective at the detergent’s initial stage?
3. Do consumers see advertising as critical to the success of detergents?
4. How much do consumers believe the claims of new detergents during the initial stage?
1.5 Statement of Hypotheses
In order to discover the most effective and efficient ways to
Blue Omo Detergent is being promoted in Enugu Metropolis in a competitive economy.
The following hypotheses were formed.
1Ho: The hefty price of Blue Omo does not deter people in the Enugu city from using it.
Hello: The Blue Omo distribution system in Enugu metropolis is inefficient and ineffective.
3Ho: The advertising media used by Blue Omo makers does not help to increase sales.
Hello: The promotional media utilised by Blue Omo makers helps to increase sales turnover.
1.6 Significance of the Study
Adial Stevenson, a former US secretary of state, famously said
that the American standard of use is the imaginative brilliance of advertising, which not only creates and shapes demand but also, through its impact on the competitive process, stimulates the ever-increasing desire for product quality improvement. The above claim also applies to Nigeria. This is demonstrated by the rising standard of living in the country.
This study will aid in determining the most influential factor that leads consumers to embrace Omo Blue detergent.
This study seeks to develop an appropriate marketing strategy for easier market penetration and a better definition of typical client targets. The study will also assist management in positioning the product to meet the demands and desires of the target consumers.
Finally, it will assist in effectively allocating the advertising budget based on the outcomes of the previous advertising campaign.
1.7 Scope of the Study
This study aimed to cover the entire eastern zone of
the country where Omo Blue detergent was introduced. However, the researcher felt forced to focus on respondents in the Enugu metropolis.
The researcher relied heavily on advertising due to time constraints.
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