THE EFFECT OF ADVERTISING ON THE SUCCESS OF A BUSINESS ORGANIZATION (A CASE STUDY OF WEST COAST BEVERAGES )

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Keywords:THE EFFECT OF ADVERTISING ON THE SUCCESS OF A BUSINESS ORGANIZATION (A CASE STUDY OF WEST COAST BEVERAGES )


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RESEARCH BODY

ABSTRACT

The study is to examine the effect of advertising on the success of a business organization, with a particular reference on West Coast Beverages, Ghana. Most organizations are facing problem with selecting advertising as a medium to reach the consumer successfully. Selecting the right media to target the right customer is an essential step in advertising. Advertising plays a vital role in creating awareness, but many organizations lack understand the demographic, psychographic, cultural, technical, economic and political factors for choosing the right media. The objectives of the study are to examine the effect of advertising on the success of a business organization, to also find out the extent to which advertising can help to differentiate products of similar type in the market and to find out whether advertising brings inputs purchases. The researcher use primary and secondary source of data collection. Questionnaire was administered to the respondents to seek their opinion on the effect of advertising. The findings reveal that advertising enhances the long-run survival of products of West Coast Beverages, Ghana.  The study also reveals that advertising also enable organizations to compete freely in a business environment. It was recommended that Top management should be involved in the continuous evaluation and monitoring of advertising to ensure that the goals and objectives set are achieved and appropriate corrective actions are taken in the event of deficiencies and the company should harmonize all departments so as to realize the goals and objectives of advertising.

TABLE OF CONTENTS

CHAPTER ONE: Introduction

1.1     Background of the Study

1.2     Statement of General Problem

Objectives of the study

Research Questions

Significance of the Study

Research Hypothesis

Scope of the study

Limitation of the Study

Definition of Terms

CHAPTER TWO: Literature Review

Introduction

Background of West Coast Beverages, Ghana

Concept of Advertising

Scope of Advertising

Mediums of Advertising

The Ethical Argument on Advertising

Advertising and Similar Studies

Economic Argument on Advertising

Strengths And Weaknesses of Advertising

CHAPTER THREE: Research Methodology

3.1     Introduction

3.2     Research Design

3.3     Population of the study

3.4     Data Collection Instrument and Administration

3.5     Instrument and Measurement

3.6     Justification

3.7     Methodology Problem

3.8     Summary

CHAPTER FOUR: Presentation and Analysis of Data

4.1     Introduction

4.2     Data Presentation

4.3     Discussion of Result

4.4     Test of Hypothesis

CHAPTER FIVE: Summary, Conclusion and Recommendations

5.1     Summary

5.2     Conclusion

5.3     Recommendations

References

Appendix

CHAPTER ONE

INTRODUCTION

1.0     Background of the study

Advertising is one of major ways in which sellers use in order to stimulate demand for goods and services; therefore, it is a communication function which likes customers with the producer.

Kotler (1990:450) “Advertising is undertaking to increase campaign on sales, and this can be done only if the public have full knowledge of the product or service is aimed at customers”

Advertising can also be any paid form of non-personnel presentation and promotion of ideas, good and services by an identified sponsor or an art of creating awareness of a specific goods and services available in the market (economy). One of the major objectives of advertisement is to facilitate the work of the salesman by stimulating the demand for the project or services.

Advertisement is carried out through Radio, Television, Magazines, Journals, Directory, Newspapers, Poster, Film show etc. whatever from the advertising takes, the fundamental principle is to deliver the message to the right audience at the right time and at the lowest possible cost, so as to achieve positive result (goals).

In early stage of industrialization the general public has no real sense of discrimination. The deciding factor in the purchase of an item or the others was containing price and not quality and the function of the goods or services, its ability, durability and suitability it was whatever cash they ever had in their pockets. The reason for this lack of discrimination was lack of the right kind of education. Producers also find it difficult to make their known; they only display it in shops or by showing it in the market place. People don’t really know that service is a form of product even though it is not tangible, that is it is not something that they can touch. Advertising plays very important roles in the services industry because with proper advertisement it increase its patronage, it create on awareness that something is going on somewhere.

Advertising did not just start at this technological age, it started long time ago, it is an aci0ent practice that reflect back to the very beginning of recorded history where the Romans pointed walls to announce forth coming gladiatorial contest and the Phoenician morals as prominent rocks along trade routes extolling the wishes they said, predecessor or modern day outdoor advertising in pomp, were a well-organized group of youth were praising politician and asking people to vote in his favour.

Another early form of advertising was the use of town crier. In Greek during the Golden age, town crier were paid to circulate information (forms of advertisement) throughout the street of Athens announcing to the citizen the sales of slave, cattle and other goods.

1.2   Statement of the Problem

It is an established fact that advertising plays a very significant role in creating product or service awareness in the market place. David and James (1982) argued that advertising is one easy way to educate existing and prospective consumers about a product or service hence improves the organizational success in general. However, the need for high performance, survival, the desire to control larger market share and the dream of creating brand loyalty in the minds of consumers make a company successful. To pay much attention to advertising programmes without recourse to the extent to which advertising has been able to commensurately improve business success. Despite the fact that the advertising theoretically is linked with the improved company performance, little research attention has been paid to the effect of such advertising in West Coast Beverages. The traditional economic view that advertising is wasteful is based on assumption that customer already possess perfect information and can make their choice without advertising.

The assumption is not true in the real world, because there are a lot of people who spent much in seeking information about product or services daily and this is because people do not have complete information as they seem to go after such information.

Another problem of advertising is that, the difficulty of its evaluation. It is very difficult to measure the effectiveness of advertising, the problem is the liability of identifying the possible result of any given advertisement or even an entire campaign. Except in the case of mail-order advertising, one cannot attribute a given unit of sale or services to any specific advertising or campaign.

A number of studies have been done on effect of advertising on the success of a business organization but none of them has focused on the effects of advertising on the success of West Coast Beverages in 2017, therefore this study examined the effect of advertising on West Coast Beverages success.

Objectives of the study

The objectives of the study are:

  • To examine the effect of advertising on the success of a business organization.
  • To also find out the extent to which advertising can help to differentiate products of similar type in the market.
  • To find out whether advertising brings inputs purchases.

Research Questions

  1. What is the effect of advertising on the success of a business organization?
  2. What is the extent to which advertising can help to differentiate products of similar type in the market?
  3. Does advertising bring inputs purchases?

1.5     Significance of the study

The significance of this study is to examine the effect of advertising on the success of a business organization. The findings of this study will enhance knowledge and general understanding of organizational problems. It is hoped that it will also serve as useful secondary data source for researchers who might research on related area in the future. The essence of the research is embedded in the fact that a sound and effective advertising is longer optional but a necessary perquisite for the long-term success of a business organization.

To the employers and employees of the various soft drinks industry, some of the suggestion made in this write up will be of immense benefit to them in terms of strategies development and increase in profitability for a successful business organization through the various strategies that is suggested.

The significance of this study is to contribute immensely to the long-term success of a Beverage Company in our society. This study will also allow old customer to have more interest and to appreciate the benefit derived from that particular product and the level at which that interest have brought about success in the company.

1.6     Research Hypothesis:

Ho:    Advertising has no significant effect on the success of a business organization

Hi:     Advertising has significant effect on the success of a business organization

1.7     Scope of the study

This study is limited to only West Coast Beverages. The study will also cover the effect of advertising, the strength of advertising, the ethical argument on advertising. The category of staff to be concerned is management and senior staff of the reference organization. The study will also cover the period of 2 years from 2015 – 2017

1.8     Limitation of the Study

The limitation may however include:

  • Financial constraint
  • Lack of cooperation from respondents
  • Time factor

In the process of undertaking this research work, the cost involved in transporting, gathering data for processing information, and the production of material is needed cannot be overemphasized.

Inadequate time is another factor owing to the fact that officers of the company have little time to give me attention while others pay no attention at all. There is also little time in gathering of data for this project work. The problem of secrecy on the part of business organizations where they hide out some fact which they believe are sensitive to their operation and because of the fear they may have against competitors is also a constraint.

1.8     Definition of Terms

  • Promotion: – Is all that which is associated with the stimulation, inducing and persuading individuals or group of people towards a particular act, ideas, information, an object or product.
  • Advertising: – this is any paid form of non-personal presentation of information, ideas, goods and services by an identified sponsor.
  • Above-The-Line-Media:- it is advertising using conventional media such as radio, television, newspapers, cinemas etc.
  • Below-The-Line-Media– advertising using other means other than the conventional methods. E.g free gifts and material.
  • Appropriation:- this is the money budgeted for advertising campaign.
  • Advertising Media:- this is used to refer to the channels used in conveying the advertising message.
  • Advertisement:- this is used to refer to the message being packaged and sent across to the customers or prospective customers.
Keywords: THE EFFECT OF ADVERTISING ON THE SUCCESS OF A BUSINESS ORGANIZATION (A CASE STUDY OF WEST COAST BEVERAGES )


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Keywords: THE EFFECT OF ADVERTISING ON THE SUCCESS OF A BUSINESS ORGANIZATION (A CASE STUDY OF WEST COAST BEVERAGES )

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