ABSTRACT: The major thrust of this study is to examine the role of advertising in a manufacturing organization with a particular focus on Cadbury Bournvita. It is noted that almost all the available media especially television and internet are used frequently by the organization to persuade and convey its advert messages to their targeted audience. The study was anchored on Source Credibility Theory and Uses and Gratifications Theory. Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire. The respondents were selected using accidental sampling technique. The data were analyzed in frequency and percentage method. Findings revealed that majority of respondents claimed that advertisement of Bournvita has increased the sales volume of the company. It is noted that almost all the available media especially television and internet are used frequently by the organization to persuade and convey its advert messages to their targeted audience. It was recommended that Cadbury company should adopt the use of indigenous language, celebrities and novelty strategy when planning its advertising campaign. While Cadbury is also expected to moderate its price in order to make common men to purchase the product rather than going for the rival Nestle Milo.
Keywords: ROLE OF ADVERTISING
1.1 Background of the Study
The essence of being in business by any commercial organisation is to produce for sales and profits. For an organisation to continue to be in business such organisation must generate enough sales from its products or services to cover operational costs and reasonable profits.
For many organizations, sales estimate is the starting point in budgeting or profit planning. It is so because it must be determined, in most cases before production units could be arrived at.
Similarly, of all marketing weapons, advertising has leading impact on viewers mind, as its exposure is much felt (Katke, 2007). Marketing mix has four subsets i.e. product, price, place and promotion/advertising is a component of promotional mix, which is used to create awareness about product and services for taking purchase decisions (Akinrosoye, 2004).
Therefore, before a product can be promoted/advertised or marketed it must first be produce that is where the concept of production comes in. A production process can be defined as any activity that increases the similarity between the pattern of demand for goods and services, and the quantity, form, shape, size, length and distribution of these goods and services available to the market place.
Production is a process of combining various material inputs and immaterial inputs (plans, know-how) in order to make something for consumption (the output). It is the act of creating output, a good or service which has value and contributes to the utility of individuals.
After production comes other 3ps including promotion (advertising) and no company can become a market leader unless they invest lots of their investment in promotional purposes (Hussainy et al., 2008). The major aim of advertising is to impact on buying behavior; however, this impact about brand is changed or strengthened frequently people’s memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. Therefore, advertising is a crucial aspect of marketing for any manufacturing organization, as it helps to promote the organization’s products and services to a larger audience. This study examines the role of advertising in a manufacturing organization, with a focus on how it can be used to increase brand awareness, sales, and customer loyalty (Hailey, 2005).
One of the key roles of advertising in a manufacturing organization is to create brand awareness. By using various advertising channels such as TV, radio, billboards, and digital media, a manufacturing organization can reach a larger audience and create awareness about its products and services. For example, Nigerian Breweries, a leading brewing company in Nigeria, has used advertising to create brand awareness for its popular beer brands such as Star and Heineken. The company has used various advertising channels such as TV and digital media to reach its target audience and promote its products (Awofadeju, 2013).
Another role of advertising in a manufacturing organization is to increase sales. By highlighting the unique features and benefits of its products or services, a manufacturing organization can persuade potential customers to buy its products or services. For example, Nestle Nigeria, a leading food and beverage manufacturer in Nigeria, has used advertising to increase sales of its popular products such as Milo and Maggi. The company has used various advertising channels such as TV, print, and digital media to promote its products and increase sales (Abolarin, 2013).
Advertising also plays a significant role in building brand loyalty. By creating emotional connections with its target audience, a manufacturing organization can build a strong relationship with its customers and foster long-term loyalty. For example, Procter & Gamble Nigeria, a leading consumer goods manufacturer in Nigeria, has used advertising to build brand loyalty for its popular brands such as Pampers and Ariel. The company has used various advertising channels such as TV and digital media to promote its products and create emotional connections with its target audience (Abolarin, 2013).
Finally, advertising can be used to differentiate a manufacturing organization’s products from those of its competitors. By highlighting its unique selling proposition (USP), a manufacturing organization can position itself as a preferred choice for customers. For example, Innoson Motors, a Nigerian-based automobile manufacturer, has used advertising to differentiate its products from those of its competitors. The company has used various advertising channels such as TV, print, and billboards to promote its vehicles and highlight their unique features and benefits (Nwabuko, 2013).
In the meantime, advertising plays a crucial role in the success of a manufacturing organization. By creating brand awareness, increasing sales, building brand loyalty, and differentiating from competitors, advertising helps manufacturing organizations to reach their business goals and achieve sustainable growth (Nwabuko, 2013).. It is against this background that the research examines the role of advertising in a manufacturing organization with a particular focus on Cadbury Bournvita.
1.2 Statement of the Problem
For business to yield profit and survive in any competitive environment it needs the help of advertising. The problems that lead to study of role of advertising on the production line of an Organisation using Cadbury Bournvita as a case study can be well perceived from the role which advertisement play in promoting and boosting the turnover of an organization. Nowadays, most business organization could not identify the purpose of advertising their product. Some believed that its and irrevocable expenses which should be minimized.
While many entrepreneurs or companies indulge in illegal advertising so as to get what they want in business. By so doing, they introduce fraudulent and unethical practices that mislead the public, customers, or consumers into leaving the better brand to the worse brand and also into buying the wrong products known as imitations.
Adeagbo (2011). This practice makes advertising profession lose its good essence, credibility and interest. It also discourages consumers from paying attention to advertising messages. Also, many advertised products and services unable to perform its functions as advertised to the consumers. It is against this background that the research examines the role of advertising in a manufacturing organization with a particular focus on Cadbury Bournvita.
1.3 Objectives of the Study
The objective of this project work can be summarized as follows;
- To examine whether advertisement add value to Cadbury Nigeria Plc.
- To find out whether advertisement have impacted on the productivity of Cadbury Nigeria Plc?
1.4 Research Questions
To enable this project work to achieve it s aims and objectives of this study, the following research questions were drawn out;
- To what extent does advertisement add value to Cadbury Nigeria Plc?
- What impact does advertisement have on the productivity of Cadbury Nigeria Plc?
1.5 Significance of the Study
It is the belief of the researcher that this study will be useful to lots of students, scholars, consumers of goods and services, policy makers, advertisers, advertising agencies and advertising researchers would stand to gain a lot from the facts contained in this work. This study aims to know how, advertising play an important role in an organization. Advertisement tends to inform the target audience about the product being advertised.
The potential buyers will be informed about the product produced by the organization. Without advert, the sales of a new product may by delayed or very slow, but even in the case of newly produce product advertisement helps the organization to inform the general public about the product thereby boost the productivity of the company.
It will assist them to understand the concept of advertisement. More so, this research will enable the students to know how to make use of advert. This study upholds the high standard of an ideal advertising practice and therefore benefits the advertisers and consumers of advertised goods and services.
It will serve as an eye opener to a good sense of advertising. It will form part of the academic materials that will be useful to other researchers and students. It will form part of academic work that future researchers can use as a reference point.
1.6 Scope of the Study
The research which examines the role of advertising in a manufacturing organization with a particular focus on Cadbury Bournvita. The choice of Cadbury Bournvita is sue to its proximity to the researcher.
1.7 Operational Definition of the Terms
Some effect terms used in this study are as follows;
Advertising: – This is the paid form of non-personal presentation and promotion of idea, goods or services by an identified sponsor. The message is usually disseminated through one or more of the mass media.
Advertisement Campaign: – This is simply a part of total promotional campaign which coordinates the service of promotional campaign which coordinates the service of promotional effect design to reach specific goals.
Promotion: An action taken by a company’s marketing staff with the intention of encouraging the sales of goods and service to their target market.
“ROLE OF ADVERTISING IN A MANUFACTURING ORGANIZATION“
Format = MS Word, Price = ₦4000, Chapter = 1-5, Pages = 52, References = Yes, Questionnaire =Yes, Table of Contents = Yes and Abstract = Yes