Relevance of Good Content Advert in Promoting Products Case Study of Airtel Select Advert
CHAPTER ONE
OBJECTIVES OF THE STUDY
- To ascertain if advertising of brand leads to increase in sales
- To determine whether advertising increases the rate of production.
- To determine if advertising can improve on customer’s patronage and loyalty
- To know if advertising have a positive relationship with brand performance.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Definition of Advertising
Advertising is impersonal communication of information about products, services or ideas through the various media, and it is usually persuasive by nature and paid by identified sponsors (Bovee, 1992). The standard definition of advertising includes seven main elements:
- Paid form of communication.
- The presence of an identified sponsor.
- Distribution through the media.
- The presence of a specific audience for treatment.
- Lack of personalization of distributed information.
- Aimed action.
From this it follows that advertising is usually a non-personalized form of communication, paid by an identified sponsor, implemented in a certain way through the media and other legal means and aimed to familiarize with some products and its further acquisition by possibly large audience of consumers. Advertisement can also be defined as below: Advertising is a means of communication with the users of a product or service. Advertisements are messages paid by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK .(http://economictimes.indiatimes.com/definition/advertising). The definition of advertising by Federal Law of the Russian Federation “about advertising” from 13.03.2006: Advertisement is the information distributed in any way, in any form or by any means, addressed to an uncertain number of people and aimed at attracting 6 attention to the subject of advertising, the establishment or maintenance of interest in it and its promotion on the market. Advertising has the following advantages: Advertising reaches customers living far apart. Its public presentation shows to the buyer that the product is not contrary to social norms and the law. It allows doing multiple announcements and when the addressee gets the message, he/she can compare the product with other competitive firms. A wideranging promotional activity, run by the company, is some kind of evidence of company’s popularity and success. Advertisement is very expressive – it allows a company to present its product clearly and effectively via text, sound and color. On one hand, advertising helps to form a long-term sustainable image of the product. On the other hand, it stimulates sales. (Kotler 2010) However, there are disadvantages as well: Advertising is impersonal, and therefore it lacks persuasiveness compared to a real person maintaining face to face communication. Advertising is mostly a monologue that does not obligate to pay attention and reaction. Advertising can be very expensive. Some of its types, such as an ad in the newspaper or on the radio, do not require much money, where other forms of advertising, such as television, require significant funding. (Kotler 2010) Each country has its own regulations concerning advertising. Advertising can define a wide number of different aspects, such as placement, timing, and content. For example, in Russia you will not see advertising of alcohol on the TV after 9 pm, and in Sweden and Norway it is totally prohibited. There are countries that do not allow commercials aimed to children under the age of 12, and there can not be any advertisements five minutes before or after children’s program.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Introduction
It is important to ascertain that the objective of this study was to ascertain relevance of good content advert in promoting products. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of relevance of good content advert in promoting products.
Summary
This study was on relevance of good content advert in promoting products. A case study of Airtel. Four objectives were raised which included; To ascertain if advertising of brand leads to increase in sales, to determine whether advertising increases the rate of production, to determine if advertising can improve on customer’s patronage and loyalty and to know if advertising have a positive relationship with brand performance. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from Airtel Ng Plc. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
Companies need not only to produce good quality products, but also to inform consumers about their benefits, as well as to achieve clear positioning of their products in the minds of the consumers. In order to make a new product to succeed, it must have the desired parameters for consumers, to be unique, and consumers should have the information about its characteristics. To do this, companies need to use different means of promotion that is an essential part of a series of the marketing activities, a kind of information output to the consumer. The main way of promoting of products is the advertising. Advertising is any paid by a specific sponsor form of non-personal presentation and promotion of ideas, goods and services. Organizations use advertising to tell about themselves, about their products and services, or about some of their activities for an audience selected in a certain way and with the hope that this message will cause a responding reaction. The reaction may be very different. For example, the consumer generates a certain attitude or opinion about this product or brand. This is a reaction of the level of perception. The responding reaction, in fact, is when the consumers start buying the advertised product or increase its consumption. Properly organized promotion of products is very effective and allows one not only to solve problems with marketing, but also constantly increase sales volumes.
Recommendation
Advertising should be seen as an investment into the future of products and not to be evaluated by its immediate returns.
- It is not advisable for Firms to entirely eliminate advertising budgets in the event of challenges as advertising may go a long way to restoring their pride. However, there should be a system of checks and balances as regards the impact of advertisement.
- Compromise must be discarded for advert to be successful, hence, the need to employ the services of core professionals for the purpose of proper planning and execution of the advert rather than use quacks in order to cut cost.
References
- Bovée, C.L. 1992. Contemporary Advertising. William F. Arens. 2. Carter, H.C. 1986. Effective Advertising: The Daily Telegraph Guide for the Small Business. Kogan Page. 3.
- Evans, J. R. & Berman, B. 1995. Principles of Marketing (3rd ed.). Prentice Hall. 4.
- Fennis, B. M. & Stroebe, W. 2010. The Psychology of Advertising. Psychology Press. 5.
- Glushakova, T. I. 1999. Effective advertising: basic approaches // Practical Marketing. 7 N (29). 6.
- Hopkins, C. 1966. My Life in Advertising and Scientific Advertising: Advertising Age Classics Library (1st ed.). McGraw-Hill. 7.
- Krylov, I. 1996. Testing of advertising: recent achievements in the evaluation of advertising effectiveness // Advertising. N 2-3. 8.
- Kononenko, N. V. 1998. How to evaluate the effectiveness of advertising? // Marketing and Market Research in Russia. N4. 9.
- Kotler, P. 1990. Marketing: An Introduction. (11th ed.). Prentice Hall. 10.
- Kotler, P. 2002. Marketing Management. (11th ed.). Prentice Hall. 11.
- Kotler, P. & Armstrong, G. 2010. Principles of marketing. (13th ed.). Pearson Education. 12.
- Lambin, J.-J. 1996. Strategic marketing management . Mcgraw-Hill 13.
- Ogilvy, D. 2012. Confessions of an Advertising Man. Southbank Publishing. 14.
- Presbrey, F. 2009. The history and development of advertising . Doubleday, Doran, Incorporated. 15.
- Romat, E. 1997. Advertising in the marketing system. Kharkiv. 16.
- Samarina, S. 1999 . Advertising in Business // Маркетинг. №4. 17.
