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ADVERTISEMENT AS AN EFFECTIVE COMMUNICATION TOOL FOR MARKETING, A CASE STUDY OF HOLLANDIA PRODUCTS

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RESEARCH INFORMATION

[icon type=”icon-pencil”]: ADVERTISEMENT AS AN EFFECTIVE COMMUNICATION TOOL FOR MARKETING, A CASE STUDY OF HOLLANDIA PRODUCTS
[icon type=”icon-book”]: Chapter 1 – 5
[icon type=”icon-basket”]: #3, 000
[icon type=”icon-doc-line”]: Ms Word format

This study, ADVERTISEMENT AS AN EFFECTIVE COMMUNICATION TOOL FOR MARKETING, A CASE STUDY OF HOLLANDIA PRODUCTS contains concise information that will serve as a framework or guide for your project work. The project study is well-researched for academic purposes and are usually provided in complete chapters with adequate References.

Keywords: ADVERTISEMENT AS AN EFFECTIVE COMMUNICATION TOOL FOR MARKETING, A CASE STUDY OF HOLLANDIA PRODUCTS

RESEARCH BODY

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

1.2     STATEMENT OF THE PROBLEM

1.3     OBJECTIVES OF THE STUDY

1.4     RESEARCH QUESTIONS

1.5     RESEARCH HYPOTHESIS

1.6     SIGNIFICANCE OF THE STUDY

1.7     SCOPE OF THE STUDY

1.8     LIMITATION OF THE STUDY

1.9     DEFINITION OF TERMS

CHAPTER TWO

LITERATURE REVIEW

2.1     ADVERTISING

2.1.1  THE IMPORTANCE OF ADVERTISING TO BUSINESSES

2.2     MARKETING AND MARKETING MANAGEMENT

2.3     EVALUATION OF ADVERTISING AND PERSONAL SELLING

2.4     COMMUNICATION IN MARKETING

2.5     MARKETING COMMUNICATION AS PART OF MARKETING EFFECTIVENESS

2.6     MEDIA IN MARKETING COMMUNICATION

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     INTRODUCTION

3.2     RESEARCH DESIGN

3.3     STUDY POPULATION

3.4     SAMPLE AND SAMPLING TECHNIQUE

3.5     DATA FOR THE STUDY: INSTRUMENTATION

3.5.1  INSTRUMENTATION

3.5.2  VALIDITY OF INSTRUMENT

3.6     METHOD OF DATA ANALYSIS

CHAPTER FOUR

4.0              DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1     INTRODUCTION

4.2     DATA ANALYSIS (QUESTIONNAIRE)

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATIONS

5.1     SUMMARY OF FINDINGS

5.2     CONCLUSION

5.3     RECOMMENDATION

REFERENCES

QUESTIONNAIRE

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY  

We live in a world of competition where individuals and organizations try to outdo themselves. In different areas of human endeavor, be it education, business, parenting, dating, governance, warring or sports there is always a competition going on as one group tries to outdo the others or one individual tries to outperform the others. Nowadays, companies operate in strong competitive environment than ever. They have to improve own ways of management which must correspond with the world’s changes. The emergence of whole marketplace contributes high competition for all products change in customer behavior, market globalization, environmental awareness and social benefit in global market between all companies. The businesses, which are focused into future, cannot use only traditional techniques for corporate progress. It is necessary to come up with new ideas, to be different from competitors in order to survive in global market.

Communication is not only one tool for presentation inside company, but in interaction with external stakeholders as customers, business partners, suppliers etc. Therefore, by mean communication is possible to talk about marketing communication. Marketing communication is the tool by which company could influences customer behavior and creates competitive advantage. The purpose is to inform, convince and remind of brand, company and products in direct or indirect ways. Marketing communication includes both of commercial and non-commercial communication to support corporate marketing strategy (Kotler & Keller, 2012). According the turbulent times, it is necessary that companies have to improve current processes to meet new challenges. It is caused because of entering business environment into new economic stage. This stage is created thanks to IT advancement, rapid development of internet and mobile phones which bring down costs of marketing communication (Kotler & Caslione, 2009). With technology progress there is possible to obtain new ways to overbid own goods and services. Companies which use traditional communication tools influence customers through representative groups, agents or research agencies. That approach lacks enough direct interaction with consumers which is crucial.

According classical concept of communication, it is obvious, that marketers have control of the flow of communications through the media. New communication media use model with interactivi-ty and digital media (Winer, 2009). Their substantiality is utilization via new technology (especially internet) because of customer’s feedback. The concept of communication flow has become more necessary than ever. Marketing communication is defined as all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media use (MarcommWise, 2006). Most service marketers have access to numerous forms of communication, referred to collectively as the marketing communication mix. The mix includes advertising, personal contact, publicity and public relations, sales promotion, instructional materials, and corporate design (Lovelock and Wirtz, 2004). Marketing communication mix elements provide information and consultation that are important components to add value to a product or service. Customers need information about the features of the product or service, its price and how they can access it, to make informed purchase decision. Thus, if customers are able to get the necessary information about the product timely and adequately, they may feel that they are buying quality product or service. This means having good and effective communication channels adds value to the product or service of the company as customers have confidence on their purchase.

A company may produce goods and services but if it does not sell them it will surely go out of business. Also it is not enough to just sell a product, care should be taken to ensure repeat purchase by striving to make sure the customer is satisfied. That is why the importance of marketing starts from the time the product is conceived not when it is produced. In totality, the fundamental basis of an average business is financial success which comes from increased sales and customer satisfaction which are achieved through marketing. According to Kotler and Keller (2006: 4) “Financial success often depends on marketing ability. Finance, operations, accounting and other business functions will not really matter if there is not sufficient demand for the products and services so the company can make a profit.”

The success or failure of marketing or a marketing activity lies in its ability to meet the objective set out in the marketing plan. When a company wants to carry out a marketing campaign it first draws up a plan of activities which will show what actions need to be carried out, the cost of the campaign and what the company plans to gain from the campaign within a specific period. What the company stands to gain becomes its objective in carrying out such a campaign. Therefore, this study focuses on Advertisement as an effective communication tool for marketing, using a case study of Hollandia products.

1.2     STATEMENT OF THE PROBLEM

In an average business organization, the major concern of shareholders and management is how to optimize returns on investment and profit. To be profitable, a company needs to achieve a desirable patronage of its goods and services by the consumers. This desirable patronage is the ability to take the company’s sales to the point where its revenue substantially outweighs expenses. To achieve this is not easy because the company is faced with so many challenges some of which include competition, absence of adequate financing, the consumer’s income, perception and disposition, the quality of the goods and services, absence of basic facilities for doing business etc.

However, in the face of these challenges, a company depends mainly on its marketing activities to be able to scale through these hurdles and improve its profitability. This is because, marketing has the capability to build a good relationship with the consumer, understand what he wants and how he wants it, inform and educate him about the goods and services the company offers and how they can benefit him and delivers the product to him at the place, time and price he wants it. These problems make it glaring that there is a need to carry out a study on Advertisement as an effective communication tool for marketing, using a case study of Hollandia products.

1.3     OBJECTIVES OF THE STUDY  

The general objective of the study is to examine Advertisement as an effective communication tool for marketing, using a case study of Hollandia products. The specific objectives are:

  1. To ascertain the popularity of the advertisement of Hollandia products.
  2. To find out the perception of people on the advertisement of Hollandia products.
  3. To examine the influence of advertisement on customers’ patronage of Hollandia products.
  4. To know if advertisement of Hollandia products influences the preference of consumers for the product.
  5. To investigate if Advertisement is an effective communication tool in marketing Hollandia products.
Keywords: ADVERTISEMENT AS AN EFFECTIVE COMMUNICATION TOOL FOR MARKETING, A CASE STUDY OF HOLLANDIA PRODUCTS


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