1.0 Introduction
To many people advertising is a familiar term which most often people tend to think of it only as a selling technique. But by itself advertising is a vital marketing tool that helps to sell goods, services, images and ideas through information and persuasion. However, taking a variety of terms for the purpose of this project, the best definition for advertising would probably be any paid form of non0personal presentation and promotion of ideas, goods and services by an identified sponsor. Much has been written of this subject, unfortunately, a considerable amount of what has been said is far more emotional than rational.
In this project, the researcher tries to be as realistic and objective as possible in knowing if advertising is a good thing as its campaigns would want us to believe? Is it a hard thing as the opponents say? Is it neither good nor bad except as each advertising uses it? In order to arrive at sensible answer to these questions it is necessary to understand the importance of advertising somebody hits on a new product ideas or a method of improving as existing product, money is raised to manufacture and market the invention.
Here, the manufacturer becomes the advertiser using conventional media to promote the manufacturer would want to sell more of it to people in different places.
Consequently, distribution is expanded and advertising is increased accordingly. At a point, advertising for the product becomes highly competitive that each manufacturer then seeks to develop his products to give the public more and better reason for buying them rather than that of his competition. It is a clear that advertising is a necessary and useful component of our modern society in economically, socially and politically.
And for this purpose, the research work covers the Rokana Industry Plc in Owerri and at Lagos.
1.1 Background of the Study
Rokana Industry Plc was established in July 1970 and was being managed by foreign bodies known as manager from USA, Britain, Japan, Canada, Germany and California respectively. The industry is a manufacturing industry that began its full practiced production in 1971 and they produce things like Boarkle toothpaste, Jordan tooth brush, Natusan baby care lotion, shampoo, bath oil, powder, soap, lotion, wool and spancers furniture polish etc.
Because of indigenization policy which took place from 1972-1976 and 1978 in Nigeria, the white men handed over the industry to some capable Nigerian citizens to take control and manage while the white men takes upper share of the profit. Furthermore, the industry was handed over to the directors of trustees and some of them were officially promoted to high offices.
So Nigeria managers have been in control of the industry from then till now and they have ever been continuous in normal production and equally making their products not only known but available in the market.
Rokana industries Plc also has its ultra modern purpose built factory complex strategically located on the vast acre of land at Nekede on the outskirts of Owerri in Imo state. The complex presently houses four separate manufacturing plants, complete with control facilities. The factory also accommodates the companies raw materials finished products warehouses, utility services plants, liquefied petroleum gas tank farm and factory administration office.
Therefore, the four existing manufacturing units at the factory are as follows:
- The plastic unit
- The aerosol unit
- The Lpa unit
- The cosmetic unit
- Rokana
1. The plastic unit
Currently producing toothbrushes dental stick/plague removers, plastic folders, card holders and some plastic components for the aerosol production line.
2. The aerosol unit
Is responsible for the production of insecticides, air freshener, perfumes, furniture polish and deodorants etc.
3. The Lpa unit
Refills domestic cooking gas cylinders for its various customers and also provides unstaunched gas as propellant to the aerosol production line.
4. The cosmetics unit
Has modern facilities for the production of toothpastes, baby care cosmetics, hair shampoo, skin lotions, cream and ointments.
5. Rokana
Has adequate capacity for all its products and other complimentary productions on contract basis in both existing and new products developments the over riding objective is high quality and functional excellence hence all of Rokana's products classify in the premium product segments.
1.2 Statement of the Problem
This research work focuses its attention on Rokana industry Plc one at Lagos, Owerri and its sales office and depots in Kano and Aba.
Attention based on advertiser and the uses i.e. The consumers on the part of the advertiser the project will investigate the influence of advertising on their products and the position of advertising in the overall marketing strategy. And also how it is being carried out and its benefits for the advertiser emphasis will be on the role execution of advertising and contributions if any to the economy.
The last but not the least is the consumer whom the advertisement are directed to their findings and how the perceptive these advertisement for the complete write up of this research work.
1.3 Statement of the Objective
It is necessary that every work most have on objective purpose and therefore includes the following:
- To identify the problem associated with advertising Nigeria made products.
- To pin point the benefits of advertising to both the producers and consumers so they can view advertising as being beneficial.
- To identify the contribution of advertising to the development of their economic of any.
- Improvement of advertising so that better result will be achieved to justify the increasing advertising budget.
- To draw influence from available primary and secondary data and make recommendations where necessary for improvement.
- To look into the past, consider the present and forecast the future as regards the prospects of advertising Nigeria made products.
1.4 Research Questions
Based on the statement of the problem and the statement of the objective, the following questions should be considered.
- Do you engage in advertising activities?
- Does advertising have significant influence?
- How often do you advertise?
- What department oversees the advertisement of the product?
- How does your company measure advertising effectiveness?
1.5 Significance of the Study
The research in view says that the role of advertising in marketing of Nigeria made products cannot be over emphasized. Advertisement of the companies products create awareness of the product and equally motivate scale.
Thus, making organization to achieve their marketing objectives. Furthermore, this research is aimed at providing better understanding to the influence of advertising on the marketing of Nigeria made products and ways of advertising to generate increased [patronage].
1.6 Scope of the Study
The scope of this study covered some places in Aba and Owerri where some Nigerian made products, manufacturers and advertising agencies are located with consumers distributed. This study was also limited to these two areas because of high cost involved.
The researcher therefore further assured that what obtains in one area could also be applicable on another area where there are advertising agencies and other Nigeria producers.
1.7 Limitation of the Study
Carrying out any research work has never been easy and this one is no exception. in the course of this write up, a lot of constraints were encountered and some of them are:
A. Time Constraints
Time was one of the major limiting factors of this project. The writing of this project coincided with term papers, class assignments and other courses to be attended to. This work experienced a peculiar time constraint since most things involved moving out of the campus of periods when lectures were on.
B. Financial Constraints
A research work cost a lot of running about, such as visits to areas of interest and this could be done repeatedly before the sought information could be obtained, cost of materials and labour necessary for the completion of this study was high. So generating enough fund for the obligations was not an easy task and as such the process to the completion of this study cannot be looked at as a comfortable one.
C. Information Constraint
In Nigeria just like many other countries, collecting information concerning writer has never been easy nor encouraging either. It is of fact that an average Nigeria is suspicious and this takes the researcher extra time, effort and diplomacy to make people give out information. But a systematic approach and friendly position made the administration of question and security of interviews possible.
1.8 Definition of Terms
The terms considered for definition in this research work are as follows:
Affordable:
Is the method of budgeting in which a firm decides arbitrarily hold much it can spend.
Brand Loyalty:
Is being addictive to a particular brand of product.
Copy Write:
Act of writing the advertisement script.
Exposure:
The rate of which people see the advertisement.
Jingles:
Sound designed to attract attention in advertisement.
Target Market:
Is a well defined set of customers whose need the company plans to satisfy.
Marketing Segment:
Is the systematic design; collection of analysis and reporting of data to finding relevant influence to a specific marketing situation facing the company.
Product:
Is any thing that can be offered to a market for attention, acquisition and consumption that might satisfy a need.
Services:
An intangible benefit that one party can offer to another without result in the ownership of anything.
Slogan:
Striking and easily remembered phrase in advertisement.
