Impact of Advertising In New Product Development

Impact of Advertising In New Product Development is a complete final year project topic and material that you can download from chapter one to five with references and abstract.

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Abstract

This research study is focused on the role of Advertising on the marketing of Etisalat GSM 0818 services in Enugu State. Some objectives of the study are: To determine the impact of advertising on the marketing of Etisalat GSM. To recommend practical solutions to the problem of advertisement identified.

In the view of this, an in-depth literature reviews on textbooks, journals, useful write-ups was carried out. This was done not only to get wider view of the problem under study, but also get a conceptional understanding of the study.  The population of study were customer and employee of Etisalat.

Sample size was determined using statistical formular behaviour. Sample tables and data were used to analyze data collected. Based on these, some of the following findings were made: that advertising by Etisalat increases the sale of GSM 0818 lines. Effective advertisement enhances the marketing of Etisalat GSM, the advert equally impact positively on the profit of the company.

That advertisement is an effective and efficient source of information for both customers and the company. Based on the above findings, the following recommendations were made. Etisalat should take periodic review of the effectiveness of the advertisement coupled with a view to identifying that factors that linger effectiveness and take remedial action.

The company should improve on the quality of their product and tailor the advertisement on improved quality. These measures if implemented no doubt will bear positively both the company and consumers alike.

TABLE OF CONTENT

Title Page

Approval page

Dedication

Acknowledgment

Abstract

Table of Contents

CHAPTER ONE

Introduction

Statement of the study

Objective of the study

Research Question

Scope of the study

Definition of Terms

CHAPTER TWO

An over view of advertising

The forms of advertising

The role of advertising

Determining advertising Budgets

Measuring the effectiveness of

advertising development

Planning for new product

The impact of advertisement on Etisalat

CHAPTER THREE

Methodology

Research Design

Area of Study

Population of study

Sample Size Determination

Determination of Sample Size for Consumers

Instrument for data Procedure

Validation of Research Instrument

Reliability of Research Instrument

Method of Administration of research instrument

Method of Data Analysis

CHAPTER FOUR

4.0  Data presentation Analysis And Interpretation

4.1  Data Presentation and Analysis

chapter five

5.0   Summary of findings, recommendations and conclusions.

Summary of Findings

Recommendations

Conclusion

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

For a company to excel above others in the competitive market, such a company must surely value the importance of advertising.

Onyebuagu (1995:365) is of the opinion that the immediate purpose of advertising is not physically to bring buyers and sellers together but to communicate sales-motivation information, ideas and suggestions to particular target prospects or customers so as to increase the probability to make sales.

This explains why some companies  invest huge amounts of money in advertising, to ensure that their products are brought to the knowledge of the  consumers who will reciprocate by patronizing such products. Irrespective of a product, without adequate advertisement to compliments the efforts of other promotional tools such products may not sell, where it does, its continuity is in doubt.

Advertising to some extent is the most visible element of promotional mix which at the same time attracts must of controversial system to it’s impact on consumer buying decision. Among the firms promotional decisions is media selection and scheduling decision these involves determining the best medium or means to deliver and advertising message to the prospective consumers or customers.

According  to Ebue’s media selection (2000:1000) it is the means by which advertiser reach their target audience with advertisement messages one  of the major factors the firm must consider media selection is housing an in-depth knowledge  and understanding of the media characteristic which is the standpoint for selecting a given medium from a whole lot of available media.

These media are newspapers, magazines, radio, direct mail, outdoor and television. Advertising is an important medium for creating consumer awareness for goods and services.

In the view of Adirika E.O (2001:161) The role of the media on new product launch it is the media which will help in transmitting the pre-present and post launch information found near. It is the media which will help in transmitting the pre-present and post-launch information found near.

A firms  choice of advertising as a  vehicle  a means of achieving it’s advertising objectives is a function of selectivity, the   vehicle, ability to reach it’s specific target audience/market, it’s penetration and courage  ability. The total number of the target audience that can be exposed to a message, it scheduling flexibility in terms of  had time, cost which could be  relative or absolute, editorial climate production quality and life span and  the degree of acceptability and co-operation a  medium can achieve among advertising intermediates.

Given all these characteristic, advertising has an edge over the media through it’s unique ability of combining vision, audio, and motion reach a large audience at a time with a simple message.

Ebue (2000:103) observed that, these are achieved through its ability to create drams, suspenses, colour and emotion.

Edoga and Ani (2000:274) stated that advertising has the following advantages.

• reaches a large audience
• Combines sight and sound
• Uses picture motion for effect
• Light attention
• Appeal to the senses.

Edoga and Ani (2000: 274), stated that advertising has the following disadvantages  

• It’s limitation are high absolute cost.
• Short exposure time
• Perishable message
• High clutter.

STATEMENT OF THE PROBLEM

In recent times, advertising has becomes a veritable promotional medium for firms to achieve their marketing communication objectives, particularly in the marketing of GSM products/services.

At this point, it is obvious that the competition faced by Etisalat  is severe as other competitors are trying to take up part of their market share.

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