EMPLOYEES ASSESSMENT OF AMAECOM ADVERTISING STRATEGIES IN UYO
TABLE OF CONTENTS
Cover page
Title page
Declaration – – – – – – – i
Certification – – – – – – – – ii
Dedication – – – – – – – – iii
Acknowledgements – – – – – – iv
Abstract – – – – – – – – – v
Table of Contents – – – – – – – vi
CHAPTER ONE: THE BACKGROUND OF THE STUDY
1.1 Introduction – – – – – – – 1
1.2 Statement of the Problem – – – – – 6
1.3 Objective of the Study – – – – – 7
1.4 Research Questions – – – – – 7
1.5 Delimitation of the Study – – – – – 8
1.6 Limitation of the Study – – – – – 8
1.7 Definition of Terms – – – – – 9
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction – – – – – – – 11
2.2 The Meaning of Advertising – – – – 12
2.3 Advertising: Its Organization and Functions – 16
2.4 Communication and Marketing Importance of Advertising Emphasized – – – – – – 22
2.5 Consumer Behaviour: Its Relationship with Advertising 28
2.6 Review of Studies on the Effectiveness of Advertising 37
2.7 Theoretical Framework on Cognitive – – – 39
2.7.1 Cognitive Dissonance Theory – – – – 39
CHAPTER THREE: RESEARCH METHODS
3.1 Introduction – – – – – – – 41
3.2 Research Technique – – – – – – 41
3.3 Population of the Study – – – – – 42
3.4 Sample and Sampling Technique – – – 42
3.5 Description of the Research Instrument – – 42
3.6 Method of Data Collection – – – – – 43
3.7 Validation and Reliability of Instruments – – 43
3.8 Method of Data Analysis – – – – – 44
CHAPTER FOUR: PRESENTATION OF DATA ANALYSIS
AND DISCUSSION OF FINDINGS
4.1 Introduction – – – – – – 45
4.2 Presentation of Data – – – – – 45
4.3 Discussion of Findings – – – – – 52
CHAPTER FIVE: SUMMARY, CONCLUSION AND
RECOMMENDATIONS
5.1 Summary – – – – – – – 53
5.2 Conclusion – – – – – – – 54
5.3 Recommendations – – – – – – 55
REFERENCES
APPENDIX
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Advertising is a form of Mass Communication intended in its usual meaning to promote the sale of a product or services. The term is also used for Mass Communication. It is intended to influence public opinion to gain political support, to advance a particular cause, or to elicit some other response desire by the advertiser, although these practices may involve different techniques, measures and legal requirements. The advertising message or advertisements, is delivered to its intended audience through the various media , including television radio, newspaper magazines, billboards, internet, email, films and direct mail.
The style of presentation usually identifies the message as an advertisement hence the notation, this is an advertisement” and the name of the advertiser or sponsoring organization are included
Advertising is also used to awaken, enlighten and activate the public at large concerning matters that affect society generally. More importantly, to advertisements to describe product or service publicly in order to persuade people to buy it for use. To advertise on television, radio, newspaper, magazine, billboards, etc, indicates that you do so by showing the products in question to consumers.
The essential things are to make them know to the general public and other users to such product or items in their own interest. Accordingly, many scholars had appreciated these definitions in various ways, some say that advertising is a story well told, while according to Chris Doghudge (2002) defined it as a love letter written to a friend with the intention of winning her love.
Besides, we cannot completely ignore the most acceptable definition, which is often use in our day to day business of advertising in Nigeria, certainly, advertising is a non-personal communication of information usually paid for, and ideas by an persuasive in nature about product services, and ideas by an identified sponsor through various mass media institutions (Boree and Wright 2002).
In summary, advertising or rather an advertisement is such that tells a great story; such that has a romantic voice, emotional persuader and must at all times have a style to deliver. Advertising is therefore essentially good for our business circle, good for our economy and our every day experience in life.
Historical background of Amaecom Limited
Amaecom global limited (enhancing lives with passion) is an indigenous company that started business with 3-4 staffs in 2006 in Uyo, Akwa Ibom State. Eight years later, the company has metamorphosed into a bigger business with over 300 staffs 26 locations in Nigeria and branches in Ghana, Cameroon, China and United State of America. The managing director Dr. Marcel Ofomata.
Amaecom Global limited Uyo branch situated at No. 11 Nyong Essien street, Uyo, was inaugurated on September 2012 in the state capital and on this year 1m form factory in Uyo to boost the manufacturing factory in Uyo, the state capital, by Amaecom global limited which is expected to produce 200 cubic metres high quality product daily.
The corporate headquarters of the frontline asset acquisition company, it is an indigenous company registered with Corporate Affairs Commission to provide professional services in areas of private (personal) and corporate business asset acquisition as well as alternative energy solution. Amaecom has gain extensive and appreciation of the challenges faced in developing third world countries since coming into operation.
The company has accomplished a good measure of goals, putting smiles on the face of it clients, professional services and products that elevates standard of living, improve quality of life and purchasing power through eliminating the cash barrier.
Today, the Amaecom brand is soaring in the market. Ranging from Amaecom brand, refrigerators, water dispensers, Amaecom deep freezer, Amaecom generator etc
1.2 Statement of the Problem
The Nigerian advertising scene in recent time has been challenged by an unexpected increase in the volume of Amecom Global products in the market. This situation is by no means a threat to the industry after all, advertising needs such competitive environment to survive and function. What is however disturbing is that most of Amecom Global products are advertised by sponsors/manufacturers who cannot be identified. For this reason, cases of trade, or false and harmful drugs cannot easily be traced to the manufacturers of course, several other agents or factors may be responsible for the sales of such false Amaecom Global Nigeria Ltd, but among them will be advertising, many consumers would be wondering why such product are advertised in the first place. This kind of situation has led the researcher to question; Do consumers rely significantly on advertising in their purchase decision process?
If they do at what stages of the consumer behaviour process does advertising in the media become indisputable and which of the media or channels effectively the kind of message that entrance consumers from the basis for the study.
1.3 Objectives of the Study
The objective of the study seeks to:
- find out staff assessment of the advertisement of Amaecom global limited products
- suggest strategies that could lead to effective advertising of product sales by Amaecom Global Limited
- find out if advertising strategies have led to the promotion of product sales.
- find out to what extent advertising of products is done by Amaecom Global Limited.
- assess the staff patronage of advertisement by Amaecom Global limited
1.4 Research Questions
The research questions formulated are:
- What extent advertising of product is done by Amaecom Global Limited?
- Are there strategies that could be suggested to lead to effective advertising of product sales by Amaecom Global Limited?
- Has advertising strategies led to the promotion of product sales?
- Do consumer patronages of product advertised by Amaecom Global Limited be assessed?
- Do staffs of Amaecom global like the company’s advertisement?
1.5 Delimitation of the Study
The study scope is Uyo, therefore the readers of Uyo are to be interviewed on Employees assessment of Amecom global limited advertising strategies.
1.6 Limitation of the Study
The research state variable that hampered the study. There are lack of fund which disrupted effective research in assessing of advertising strategies adopted by Amecom Global Limited in the promotion of product sales. Secondly, time constraint emanated from research which coincided with assignment text and culture.
1.7 Definition of Terms
Key terms have been defined. They are:
Assessment: It is the process of gathering and discussing information from multiple and diverse sources in order to develop a deep understanding of what students know, understand and can do with their knowledge as a result of their educational experiences.
Advertising: According to Boree and Wright (2012) advertising is a non-personal communication of information usually paid for, and usually persuasive in nature about products, services and ideas by an identified sponsor through various mass media institutions.
Strategies: Methods or procedures used to execute advertising on the promotion of product.
Employee: A person who is hired to provide services to a company on a regular basis in exchange for compensation and who does not provide these services as part of an independent business.
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