1.1 Introduction
Advertisement is a form of promotional activity that is used to encourage an audience (viewers, readers, or listeners) to continue or take some new action. The desired result is to drive consumer behavior with respect to a commercial offering. To reach an audience, these promotions must be published. The process of making information available to the general public is called publishing. An advertiser is essentially the one who creates a product or offers services and wants to publicize the product or services with the help of popular platforms like websites, press, and radio owned by publishers. Although social media advertising seems to be a new trend, it has been in practice for a while having started a few decades ago. History suggests that technology began to change rapidly during the 20th century with the first social media site having been created in 1997 by Andrew Weinreich (Hendricks 2013).
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Limitations of the Study and Definition of technical terms.
1.2 Background of Study
Coca-cola is the world leading of drink. It is sold in more than one hundred and forty-five countries. A total of two hundred and fifty million (250,000,000) liquid content are consumed everyday in all part of the world. It was first brought to Nigeria in 1953 when Nigeria Bottling Company established its first plant in Lagos since then the company as grown and developed particularly during the last twelve years. It is still growing with the continuing expansion of the existing twelve plants and with the opening of new plants in various part of the federation.
Nigeria Bottling Company opened her Ibadan plant on 2nd of February, 1977 but it did not commence production until 17th April, 1977 when the first bottle of coke and fanta was rolled out of its bottling plant.
This plant then declared opened under the chairmanship of his royal Highness, Oba Oloyede Sanke and other dignitaries like the Chairman of the company of Mr. H.S.A Adedeji and Director Mr. R.D. Rodikis (Australian and others).
After recruitment and selection of applicants this brought about the information of sync advertising department with a staff of about one hundred and fifty (150) up to date. Nigeria Bottling Company Plc, bottle of Coca-cola, Sprite, Fanta, Ginger, Ale, Fanta tonic water and Fanta Lemon proved very innovative, becoming almost immediately the pace setter for the Nigeria soft drinks industry, an attribute which become its trade mark.
Therefore, in Nigeria bottling company plc Ibadan where the research was carried out, the activities that was conducted is to know the effect of advertisement on the success of a business organization.
1.3 Statement of Problems
Investigation reveals the problems of the advertisement on the success of business organization, which entails that the social media platform is majorly an avenue for meeting old friends and making new friends, for charting and at times discussing issues, and advertising of business goods and services. But over the years, the social media was preferred a better medium for advertising products and services with the purpose of motivating social media users in selecting advertised products to other competing products in the market; on the other hand, online users pay less attention to advertising that comes their way online.
Some past studies found that online advertising influence purchasing power of consumers, others found that online advertising influence consumer attitude, but none has touched how online advertising influence the product preference of customers, this is what this study stands to achieve.
1.4 Aim and Objectives of Study
The aim of the study is to investigate the effect of advertisement on the success of a business organization using Nigeria bottling company plc Ibadan as a case study. In achieving this aim, the following specific objectives were set out as follows:
- To investigate the importance of advertising management in an organization.
- To examine critically the likely problems that can be faced by an organization as a result of improper knowledge of advertising management.
- To know when and how the advertising should be relayed to the target market, and how much to be allocated into advertising programme.
- To examine type of media to be used in order to relay the advertisement message to the target market.
- To enhance ourselves with more and order knowledge about advertising management in a practical form in relating to Nigeria Bottling Company Plc, Ibadan.
- To suggest various solutions that can be adopted in solving advertising management problems since there can be no problem without solution.
1.5 Research Questions
The following questions will be addressed to investigate the effect of advertisement on the success of a business organization using Nigeria bottling company plc Ibadan as a case study:
- What roles does advertising play in business?
- What can advertising contribute to the success of a business organization?
- Is there any relationship between advertising and direct sales?
- To what extent does advertising influence consumer choice?
- To what extent does advertising helped a business organization?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: There is no relationship between advertising and direct sales in a business organization
- H1: There is relationship between advertising and direct sales in a business organization
1.7 Significance of Study
The relevance of the study is on how effective is advertising on the success of a business organization that the purpose of advertising is more significant to enhance potential buyer’s responses to the organization product, and aim directly at convincing the consumers and general public the satisfaction to be derived from their product usage.
The study is going to make to knowledge and the special way it will benefit the people and the Bottling Company. Also, to know how advertising has shown more gains to business organization. Advertising seeks to condition the consumer so that he/she has a view point towards a company’s promotional message. That is, the purpose of advertising more specifically is to enhance potential buyer’s response to the organization and its offering and it seek to do this by providing information, by challenging desires and by supplying reasons for preferring a particular organization offer.
Besides, the study will serve as reference material for subsequent researcher in the field or related topics.
1.8 Scope of Study
The scope of this research is focused on the effect of advertisement on the success of a business organization using Nigeria bottling company plc Ibadan as a case study.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Establishment Policies: Establishment policies posed a serious limitation as most staffs are not ready to release information needed for this project work. There were lots of information needed from the staffs of this institution to enhance the study which took them time to release or they did not release at all for security purposes, hence the scope was reduced.
- Research material: availability of research material is a major setback to the scope of the study.
- Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
- Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
