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THE IMPACT OF ADVERTISING IN THE SALE OF A NEW PRODUCT
TABLE OF CONTENTS
Background to the study
Statement of problem
Purpose of the study
Significance of the study
Formulation of Hypothesis
Scope of the study
Definition of terms
Review of related literature; the history and
growth of advertising in Nigeria
Forms of advertising
New product development
Summary of related literature.
Design of the study
Area of the study
Population of the study
Sample of the study
Instrument for data collection
Validation of instrument
Distribution and retrieval of instruments
Method of data analysis
4.1 Data Presentation and Analysis
4.2 Presentation of data collected from customers
4.3 Testing and interpretation of Hypothesis
4.4 Discussion of findings
5.1 Summary of findings
5.4 Limitation of the study
5.5 Suggestion for further research
1.1 BACKGROUND OF THE STUDY
Advertising has not only become an integral part of our society and economic system, but has also grown over the years to assume tremendous proportions both as a business activity and as a social phenomenon.
It has affected not only the business sector, but also the whole society. Advertising is a powerful marketing communication tool used by companies to fulfill the promotional task. It is an impersonal form of communication or presentation of goods, ideas, or services conducted through paid media under open of identified sponsorship. All about advertising is a sponsor sending a message called advertisement through one or more mass media (radio, television, newspaper, and magazines) to reach large member of potential users or buyers of a product. by it self, advertizing is a vital marketing tool that helps to sell goods, services, images and ideas through information and persuasion, many consider advertising a superior promotion tool to personal selling, sales promotion or publicity.
Advertising as a tool of marketing was defined by the American marketing association as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”.
According to Offiongodon A.M (1991). Said advertising is a way of projecting values, ideas, expectation and so on to consumers. It is most effective as a reinforce of favourable attitudes, values and disposition already held by consumers. Advertising has a high pubic mode of communication; its public nature confers a kind of legitimacy to the product and also suggests a standardized offering.
Besides, it is a persuasive medium that permits seller to repeat a message of various competitors. It provides opportunities for dramatizing the company and its products.
Advertising in small organization is handled by a specialist in the sales department who from time to time consult the advertising agencies. Over past 15 years in the Nigerian market, Dufil Group has had a remarkable impact on the Nigerian culinary landscape. The company’s product, Indomie Instant Noddles which appeals to several demographic group has grown to become a household name across the country.
The group, which is joint venture between Tolaram Group of Singapore and Salim Group of Indonesia, currently has 2 factories. The first; De United foods industries limited which was commissioned in 1995 in Ota Ogun state, is the first Instant Noddles Manufacturing plant in Nigeria and the largest in Africa. The second factory followed the incorporation of Dufil Prima in December 2001 as a private limited liability company. The company commenced operation in January 2004, manufacturing Instant Noodles under the Indomie brand name at its factory located in choba, Port-Harcourt, River state.
Upon completion of a restructuring exercise approved by its shareholders, Dufil Prima became the holding company of the Dufil Group, which comprises two wholly owned subsidiaries-De United Foods Industries limited (De-United) and insignia print technology LFTZ Enterprise (Insignia). The Dufil family is guided by a clear and simple vision statement. The company believes in making the wellbeing and satisfaction of their decision. The quality of their products and the loyalty of their customer are a testimony to the above statement. The head office is located at 44, Eric Moore Road, Surulere, Lagos, Nigeria. Advertising helps the Indomie Instant Noodles to make a large market share of their product and to be more effective than similar competitors product.
1.2 STATEMENT OF THE PROBLEM
The problem to be solved by this research work is broken down into the following statement.
1.3 PURPOSE OF THE STUDY
1.4 SIGNIFICANCE OF THE STUDY
The following are the significance of advertising on a new product;
1.5 RESEARCH OF QUESTIONS
1.6 FORMULATION OF HYPOTHESIS
The basis of hypothesis is as follows:
Hi: The level of awareness of new product is as a result of advertising.
Hi: Advertising have impact on the marketing of goods and services in indomie instant noodles.
1.7 SCOPE OF THE STUDY
The focus of this research work is to examine the impact of advertising in marketing of new product a case study of Indomie Instant Noodles.
The work therefore did not consider other variables under promotion mix. However, in view of limited resources time and other constraints, emphasis was placed on advertising by Enugu metropolis within the state.
1.8 DEFINITION OF TERMS
Some of the terms used by the researcher in the case of this research work are defined as follows:
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