EFFECTIVENESS OF ADVERTISING TOOLS FOR SUCCESSFUL MARKETING OF MTN PRODUCTS
TABLE OF CONTENT
Table of content……...…v
1.0 BACKGROUND OF THE STUDY
1.2 STATEMENT OF THE STUDY
1.3 RESEARCH QUESTION
1.4 OBJECTIVES OF THE STUDY
1.5 SIGNIFICANCE OF THE STUDY
1.6 SCOPE AND LIMITATION OF THE STUDY
1.7 LIMITATION OF THE STUDY
1.8 DEFINITION OF TERMS
2.1 HISTORICAL BACKGROUND OF MTN GROUP
2.3 DEFINITION OF ADVERTISING
3.1 A Brief Outline of the Chapter
3.2 Restatement of the Research question and hypothesis
3 Research Design
3.4 Characteristic Population of the Study
3.5 Sampling Design and Procedure
3.6 Data Collection Instrument
3.7 Pilot Study to Test validity and reliability of the Study Instrument
3.8 Administration of the Data Collection
3.9 Method of Data Analysis
PRESENTATION ANALYSIS AND DISCUSSION OF DATA.
PRESENTATION, ANALYSIS AND
SUMMARY, CONCLUSION AND RECOMMENDATIONS
We are all surrounded by a vast amount of advertising. Nearly everybody, therefore, has some thoughts on the subject. The tendency is to judge advertising as good or bad, to single out advertisements that one likes or dislikes, to wonder if advertising is worth the large sums of money spent on it, to question the contribution advertising makes to social welfare, and so on. Advertising research also aims to answer these questions in academic ways mainly within the fields of social science.
In business, a successful marketing campaign can lead to increased sales, better name recognition and a wider customer base. Great marketing helps your company establish a strong, memorable brand identity in the minds of customers. By using tools to measure the effectiveness of each Advertising effort, you can determine which to keep and which to discontinue. In doing so, you can more effectively utilize your time and money to develop a powerful marketing campaign.
The ultimate goal of most business concern is to make profit. It is the measure of success for the businessman and the reward for taking a chance. It is widely known that Advertisement is one of the ingredients used to achieve the stated objective of any business for most corporate organization the means of achieving this goal is found in integrated marketing policy back up by effective marketing management, the Advertising enables the organization not only to achieve lasting profit while satisfying the needs of the customers but also to achieve lasting success of the competition in wining lasting customers loyalty.
The concept seeks to reconcile two apparently conflicting motives. Its balance the organization need for benefit in such a way that the organization makes enough profit, and the need of business to retain customers through constant patronage.
Advertisement itself be the ingredient widely used to inform and persuades the customers to patronize the company’s products. Its involves publicity and Advertising strategy to create the Advertising mix.
STATEMENT OF THE STUDY
Most of the GSM Operators in Nigeria do not know the usefulness of the sales promotion and hence plan to overlook the influence it has on the patronage of the company’s product.
Among some of the problems of promotion on sales of company product or the form are, it has been alleged that the cost of sales promotion increase price of the product. It is believed that a large part of the annual expenditure on sales promotion represents a wasteful application of resources, and also the question that pays for promotion manufactures or find consumers? This has to be determined before the profit can be ascertained it is therefore and investment. Hence this aims on the effectiveness of advertising tolles for successful marketing with close reference to MTN products.
In the course of this study, the research will evaluate each advertising strategy used and which department is to carryout the promotion.
The main objectives of such exercise briefly are:-
What are advertising tools used in the company?
To what extent is the effective of these tools in marketing of the company products? What are the objectives of using these tools by the company?
To what extent does the effectiveness of advertising affect the overall performance of the company?
OBJECTIVES OF THE STUDY
The study when successfully completed will assist the management of
MTN Nigeria to achieve the following:-
This study is aimed at highlighting and finding out certain facts as regards the effect of promotion on patronage of products of MTN Nigeria. This study will further look into the problems facing Advertisement of product in the breweries sector.
The research will also benefit individual company that provide one kind of product or the other and helps them to know the best way of promoting and techniques to use in such advertising exercise.
SIGNIFICANCE OF THE STUDY
The particular topic is order to examine the usefulness of sales Advertisement on sales to avoid misconception. Its also aims at highlighting the principal benefit of sales Advertisement to the organization in particular and the society at large.
Also the study will help us understand the influence of Advertisement of sales on the company product volume. The research findings will assist the company to know its sales and profitability volume before embarking on advertising activities. This research will enable us to know the department that should be responsible for the sales Advertisement activities.
Finally, this research work is to enable the company to accord more attention, recognition to sake Advertisement as a weapon used in attaining organizational objectives. The findings of this study will help all manufacturing companies, corporate bodies, marketing students, managers and researchers in their various endeavours.
SCOPE AND LIMITATION OF THE STUDY
The scope of this research work cover the various advertising options used by MTN Nigeria. . Its Information, Implementation and its effectiveness towards the achievement of the organizational goals and objectives.
LIMITATION OF THE STUDY
The limitation faced by this research is insufficient of time and other factors such as the following:-
Financial and Inadequate resources.
This study could have being extended to all parts of Nigeria Breweries, but due to the aforementioned problems, the research is on MTN Nigeria only.
DEFINITION OF TERMS
SALES ADVERTISEMENT:- This is an indirect advertising program or advertising research, which is intended to stimulate quick sales action.
ADVERTISING:- This is a band of physical services, a symboliccharacteristics designed to produced consumer want and satisfaction.
OBSERVATION:- This is the direct watching of event or action of a particular object which being study.
CONSUMER:- This is the person who boys goods or used services.
LAYOUT:- This is a way which advertisement purpose are arranged according to plan.
AGENTS:- These are pointed by the manufacturers and to represent the manufacturers net themselves.
PUBLICITY:- This is a non-personal message, which is transmitted in the media to a large number of intended evidence.
SUMMARY, CONCLUSION AND RECOMMENDATIONS
This research work embarked on an academic voyage and explored the effectiveness of advertising tool for marketing of a product of MTN Nigeria.
The research is designed to achieve the following objective. To bring to lime light the benefits and advantages of advertising tools in an organization, to highlight the importance of advert in business organization, to show the importance of creativity in advert messages, to highlight the different method of advertising tools.
To achieve the objectives therefore, the research was divided into chapters, chapter one to five.
Chapter one, begins with introduction and background of the study, looking into the origin and importance of advertising tools in an organization. Also in this chapter the significance of study was highlighted.
Some research question were raised which later formed the question of the questionnaire which gave the respondents chance of expressing their opinion on various questions.
In chapter two related literature to the topic of the research were studied and reviewed. The relevance of this chapter cannot be over simplified. This is because the existing literature paved way very significantly to the research process therefore the review was done on the, historical perspective of advertising tools, function and benefits of advertising tools, social impact of advertising tools, economic impact of advertising, MTN NIGERIA historical perspective, ethnical issues in advertising tools, the need for advertising tools regulation. Also in the chapter the theoretical perspective on which the research work was based was also discussed.
In chapter three, the methodology with which the data collected was highlight and discussed, the research adopted the “survey” method, which guided it to its logical.
Under this survey method peoples opinions were sought using the questionnaire, the questionnaire which was designed to seek information
about the demography of the respondents and the opinion of the respondents on each of the questions raised in the questionnaire. Also in the chapter, the questionnaire was designed in line with the sample size, which was derived mathematically by using the systematic sample method. The administrated and retrieved questionnaire paved way for analysis and interpretation of the data.
In chapter four presented the table, which comprises of the respondents point of view and analysis and interpretations were given to each of the table. The information on the table represents the views of the respondents in the retrieved questionnaire.
Also in this chapter analysis and discussions were made on major finds of the research work.
Chapter five presents the summary of the whole research work and draws conclusion on the topic and findings of the research work also in this chapter recommendation were given on issues which need further investigation.
Advertising tools indeed is an inevitable marketing tool, which has immensely contributed to the growth and the world over. From the research work so far, it is evident that for any meaningful programme and set objectives to be achieved there is a need for co-operation, mobilization and enlightenment, from interpersonal communication and through the media of mass communication. Hence, the need for the advert department to articuted and accurately analyze with a view of identifying and understanding the organizations prospects. In other words the contributions made by newspaper advert towards achieving organizational aims and objectives should be fully in agreement with its corporate identity.
In essence, the research work aimed at looking into the extent to which advertising tools serves as an essential marketing tool or as a source of income which is being generated into the organization for its development with particular reference to MTN Nigeria Company.
In view of my research finding and data analyzed in chapter four the study was able to find out that, MTN Nigeria and other companies alike rely
on advertisement for their sustenance and survival. From the research finding also it could be understood that newspaper advert creates a good image for organizations similarly newspaper advert serves as a means of entertainment; it gives information about product or service and serves as a constant reminder to the public.
As shown in the table in chapter four it also determines the purchasing behavior of the consumers.
Based on the finding and conclusion of this study recommendations have been made as follows.
(1) MTN Nigeria should adopt the attitude of determine the areas strengths and weaknesses of competitors whole exploring advertising tools programmers’.
(2) That organization should aim at sufficient marketing research; it needs to be emphasized in newspaper advert campaigns for customers.
(3) The organization should ensure moderate pricing of the product. Moderate prices make common people to purchase the product.
(4) Organization (MTN Nigeria) should explore more possible areas of effective presentation of their products to the buyers.
(5) The organization (MTN Nigeria) should Endeavour to create center for purchasing their products or service..