THE ROLE OF ADVERTISING IN BRAND BUILDING

THE ROLE OF ADVERTISING IN BRAND BUILDING

A CASE STUDY OF ABUJA BOTTLING COMPANY

CHAPTER ONE

INTRODUCTION

1. 2 Background of the Study

Advertising has for quite some times been utilized by business firms to drive in, and hold potential customers through various form of communication (Yang, Bi, and Zhou, 2005). Thus, the researcher assume that business and organizations believes that advertising is one of the most effective ways to building desired brand equity. This research was trying to analyze how the consumers’ response toward advertising that conducted by certain organizations, it is measured by how the consumer react and relate it to the brand equity. Based on the framework also refer to Brand Equity Model by (Aaker, 1991) the writer had been agreeing that brand equity were forming with some aspects which are brand awareness, perceived quality, brand associations, and brand loyalty. Whereas, in this research, the writer attest that brand awareness, perceived quality, brand associations and brand loyalty were affected by advertising spending and consumer attitudes towards the advertisements that launched by the brand.

Advertising has a central role to play in developing a brand image. It informs consumers of the functional capabilities of the brand while simultaneously inspiring the brand with symbolic values and meanings relevant to the consumer. Advertising strategists, planners or the creative people in an advertising agency looking for unique emotional values to add to the brand. They look for ways to create emotional involvement because this represents the stronger bonding between the brand and target customer.  Businesses use advertising to spread their brand among the masses as well as to directly sell products and services to the public at large. Repetition of the company’s message creates a familiarity with the brand. Advertising is important for companies trying to direct consumer behaviour because it is an effective method for mass selling and communications.

A brand is a name, word, letter or some combination of any of the above word that is use by manufacturers or merchants to identify their goods and service and to distinguish them from those of the competitors.

According to the American marketing association (A.M.A) a brand is a name, a team, sign, symbol or design or combination of them intended to identify goods and services of one seller or group of sellers and to differentiate them from those of their competitors. however, the first decision to be made is whether  a leader or even the company should put a brand name on their products, producers as well as middlemen sold their goods directly out to barrels, bins and cases without any supplier identification. The earliest sigh of branding were in the effort of middle agent (Medieval) to put trade mark on their product to protect trade man and to protect consumers against inferior quality by allowing producer to be traced. Interestingly in the world today there is a dramatic interest vested in branding such that hardly can anything be sold without being branded. Salt is packaged in distinctive manufactures containers arranged and stamped with growers name, even product such as nuts and bolts are packaged in a cellophane with the distributors name label on them.

Companies brand and name should not be treated highly but as an integral part of the companies to build unique brand name that will eventually become identify with the generic product. It is worthy to note that many companies failed because they do not brand their product to differentiate them from that of the competitors.  Some time the pressure for branding comes not from the purchasers, but from the distributors. Distributors may want brand as a means of making the product easier to certain standard and increase buyer performance unmated buyers want brand name to help to identify the product they want. Through product branding, sellers develop various groups of buyers as loyalist who buys their product and brand. The rational behind brand and product management is that it is desirable to have a single person to co-ordinate and plan the strategy for a product, rather than having one individual to plan the marketing activate of many product.

However, many fractions still wonders how advertising works in brand building of certain product or services. In this research, the writer assume that advertising effects depend on the types of messages that delivered. Thus, massive advertising will affect the message received by the audience. In particular, the belief is that a subject that presented as a stimulus in the advertisement will lead to the responds (i.e. purchase, recall, associations) to that stimulus will produce “behavior” (the object of psychology’s study, as a field). It slightly explains how advertising or marketing communication work on the target audience through stimulation of the messages. It is against this background that this study seek to examine the role of advertising in brand building (a case study of Abuja bottling company)

1. 2      STATEMENT OF THE PROBLEM S

Brands are of huge economic significance to companies worldwide. Brands like Apple, Samsung, Starbucks, Pfizer, Lindt, Mercedes, Ritz, Tide, Google, etc., not only enable companies to charge price premiums for their products or services vs. competition, but also result in higher company valuation (Simon and Sullivan, 1993). If managers fail to understand the dynamics and impact of their brands, and thus fail to manage their marketing strategies and budgets wisely, they will be critically under investing in their best value generating assets. (Lodish and Mela, 2007). Thus, determining the effectiveness of advertising n brand building becomes very important  as branding no doubt aids to differentiate product from its competitors and also helps customers to build a relationship with the product. However, in today’s competitive industry market, some brands are largely unknown to most buyers. Other brands have high degree of consumer awareness while others enjoy brand preference. It is on this not that this study seek to examine the role of advertising in brand building with particular reference to Abuja Bottling Company.

1. 3      OBJECTIVE OF THE STUDY

The general objective of this study is to examine the role of advertising in brand building in Abuja bottling company.

The specific objectives include the following:

1. To determine how important advertising is to brand building.
2. To determine the relationship between advertising and brand building
3. To determine the effect of advertising on brand building

1.4       Research Questions

1. How important is advertising to brand building?
2. Are they any relationship between advertising and brand building?
3. What is the effect of advertising on brand building?

1.5       Statement of hypothesis

H0: Advertising does not play significant role in brand building in Abuja Bottling Company.

H1: Advertising plays significant role in brand building in Abuja Bottling Company.

1.       Significance of the study

The general belief is that firms do not operate in a vacuum to make profit; there has been a continuous experience of undifferentiated product. It is quite clear that for business organization to achieve its aim, consumer’s satisfaction and profit maximization has to face competition squarely from other competitors.

The findings of this study will be of great importance to the management of Abuja bottling company as it guide them towards effective advertising with the sole aim of brand building and overall organizational performance. 

1.       Scope of the study

The scope of this study is limited to the role of advertising in brand building with particular reference to Abuja bottling Company.

1.8       Limitations of the study

There are many constraints and factors that were encountered by the research during the research work. The prominent once are:

1. Financial Constraints: The cost of materials necessary to aid in carrying the research are very expensive, a lot of field work ought to have been done, but for inadequate finance, a limited coverage of the company understudy was embark upon.
2. Time Constraints: Lack of time contributed greatly affected the quality of work, the academic session very short and the time given to submit the project work also short. Most of the information needed by the researcher in that information needed by the researcher in that company was not accessible for the sole reason of short notice. The study is limited to Abuja bottling company or plant because of time constraint.
3. Biased Response: Biased response by the respondent was a problem encountered by the research when collecting data.

1.8       Operational Definition of terms

The following terms are defined below for clear understanding of the topic in this project.

1. ADVERTISING: It is the non-personal selling of goods and services through the mass media which includes newspaper, magazines, radio and television, postal and are fully paid for by an individual.
2. Brand building is the process of generating awareness and promotion of the services of a company through direct advertising campaigns or through sponsorship.
3. Brand Mark: – is that part that can be recognized but not vocalized such as symbols, design indistinctive coloring or lettering e.g. play by hart.

Trade Mark:- a brand or part of brand that give legal protection i.e. it protect the sellers exclusive right to use the right to see the brand or mark name.

A STUDY OF THE EFFECT OF ADVERTISING ON CONSUMER BUYING HABITS FOR AIRTEL NIGERIA PLC

A STUDY OF THE EFFECT OF ADVERTISING ON CONSUMER BUYING HABITS FOR AIRTEL NIGERIA PLC

(A Case Study of Airtel Nigeria Plc. Abuja)

CHAPTER ONE: INTRODUCTION

1. BACKGROUND OF THE STUDY

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. (Bodafithan (2000).Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or “ad” or advert for short.

Commercial ads often seek to generate increased consumption of their products or services through “branding“, which associates a product name or image with certain qualities in the minds of consumers. (Arnold, E.J., & Thompson, C.G. (2005).On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Boston. McGraw-Hi, Dunn, S. W., &Barben, A. (1987).Advertising may also help to reassure employees or shareholders that a company is viable or successful.

Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, “Madison Avenue” advertising.

Any ad (no matter what format it takes) is a paid, public (meaning non-personal) announcement that is a persuasive message made by an identifiable sponsor of a company, organization, or person to existing (or potential) customers or a non-profit member base.

Advertising is only one component of the overall marketing process. Advertising is that part of marketing that involves directly getting the word out about your business, product, or service to those you want to reach most. Nearly all ads will have the name of the sponsor (and very often a recognizable logo).

Advertising includes the placement of an ad in such mediums as newspapers, magazines, direct mail, billboards, TV, radio, and online. Increasingly, as the world of print advertising shrinks, people are finding more creative ways to advertise, such as displaying signs on top of taxis. Advertising, because it involves so many layers—including art and design, ad placement, and frequency—is the most expensive part of all marketing plans. (Ayanwale, Alimi&Ayabinpe, 2005)

The primary aim of advertiser is to reach consumers and influence their awareness, attitude and buying behavior. Their major preoccupation is to keep individuals interest in their product through spending on advertising. They also need to understand what influence customers behavior. Advertising has the potential to contribute to brand choice of consumers (Howart .J. 2002). It impacts on consumer behavior. Brand memories consist of those associations that are related to brand name in consumer’s mind. These brand cognition influence consideration, evaluation and final purchase (Romaniuk& Sharp,2003). Consumer behavior should be analyzed for effective advertising, to know why consumers behave in particular ways under certain circumstances. And also to know the factors that influence consumer behavior, especially the economic, social and psychological aspects.These advertisement strategies influence consumer buying behavior(Howart .J. (2002)

1.1     STATEMENT OF THE PROBLEM

Organizations face particularly tough hurdles when it comes to advertising and consumer buying behavior in their business, especially in the beginning. Successful advertising is crucial to the success of any business. As with many organizations, however, you may face budget challenges that tempt you to curtail advertising. When it is most needed without proper preparations, appropriate advices and extensive researches you will run into other problems with advertising as well that create obstacles that could be difficult to overcome. Advertising takes many forms ranging from word of mouth referrals to traditional prints, ads in newspapers to online marketing techniques. Advertising should be focused on bringing new customers, encouraging repeat business and promoting a positive image of the company.

1.2     OBJECTIVE OF THE STUDY

This study attempts to determine the impact of advertising on consumer buying behavior. The objectives of the study are to:

1. Identify the effect of emotional response on consumers buying behavior.

ii.   Determine the effect of Brand awareness on consumer buying behavior.

iii. Identify the effect of sensory stimulated advertising on consumer buying behavior.

1.3     STATEMENT OF HYPOTHESES

The following hypotheses were formulated to guide this study

Ho: Emotional response does not positively affect consumer buying behavior.

Hi: Emotional response towards brand positively affects consumer buying behavior.

1.4     SIGNIFICANCE OF THE STUDY

The study would be of great benefit to the following stakeholders

Companies/Organizations: The study would help organizations to find possible measures/strategies to advertise their products and services. It would be of great interest and valuable to marketing managers and help them to sell their products/services and make reasonable profits to the company/organization Consumers: It will create brand awareness to motivate them emotionally to buy the product.

1.5     SCOPE OF THE STUDY

The study examined the impact of product advertising on consumer buying behaviours. The scope of this study would be limited to Airtel Nigeria Plc. This research work studied advertising only with respect to consumer behavior. This study will help to give recommendations on how Advertising and sales promotion, has effect on consumer buying and to see how it helps company to increase company sales and influence consumer buying habits.

1.6     LIMITATIONS OF THE STUDY

There are many constraints and factors that were encountered by the research during the research work. The prominent once are:

1. Financial Constraints: The cost of materials necessary to aid in carrying the research are very expensive, a lot of field work ought to have been done, but for inadequate finance, a limited coverage of the company understudy was embark upon.
2. Time Constraints: Lack of time contributed greatly affected the quality of work, the academic session very short and the time given to submit the project work also short. Most of the information needed by the researcher in that information needed by the researcher in that company was not accessible for the sole reason of short notice. The study is limited to Abuja bottling company or plant because of time constraint.
3. Biased Response: Biased response by the respondent was a problem encountered by the research when collecting data.

1.8     OPERATIONAL DEFINITION OF KEY TERMS

The following terms are defined below for clear understanding of the topic in this project.

1. ADVERTISING: It is the non-personal selling of goods and services through the mass media which includes newspaper, magazines, radio and television, postal and are fully paid for by an individual.
2. INFLUENCE: Power to produce and effect action of natural forces.
3. CONSUMER: Person who bring goods and services.
4. BEHAVOUR: Way of treating manner or way of acting.
5. MEDIA: Channel through which the message or information passes from the producer to the final consumer e.g. Television, newspaper, magazine etc.
6. ADVERTISEMENT: Is the person or organization that usually initiates the advertising process or the sponsors of the advert.
7. ADVERTISING AGENCY: IS an independent company that provides special advertising services. The advertising agency plans and  executes entire advertising campaign.
8.  AUDIENCE: The target audiences are the target customers or buyers of the organization producing the products.

A Study of the Effect of Advertising On Consumer Buying Habits for Telecommunication Services in Abuja Metropolis

A Study of the Effect of Advertising On Consumer Buying Habits for Telecommunication Services in Abuja Metropolis

 (A Case Study Of Airtel Nigeria Plc. Abuja)

CHAPTER ONE: INTRODUCTION

1. BACKGROUND OF THE STUDY

The impact of mass communication is felt all over the globe through advertising, newspaper, internet, music, films, videos, magazine, movies and billboards. Among these media, advertising is the one that has lasting impact on the viewer’s mind, since its exposure is much broader (Bodafithan (2000)). Advertising is the main source of communication tool between the producer and the consumer. Advertising is a subset of promotion mix and is one of the 4ps in the marketing mix which comprise product, price, place and promotion. Advertising is a promotion strategy which serves as a major tool in creating product awareness in the mind of the consumer to take purchasing decision.Boston. McGraw-Hi, Dunn, S. W., &Barben, A. (1987).Advertising, sales promotion and public relations are mass communications tools used by marketers. Advertising through mass media influences audience, but television has mass reach and is the strongest medium of advertising.

A company can enhance the brand of their product by investing in promotional activities in order to compete in a consumer market that is dominated through advertising (Arnold, E.J., & Thompson, C.G. (2005). The primary aim of advertiser is to reach consumers and influence their awareness, attitude and buying behavior. Their major preoccupation is to keep individuals interest in their product through spending on advertising. They also need to understand what influence customers behavior. Advertising has the potential to contribute to brand choice of consumers (Howart .J. 2002). It impacts on consumer behavior. Brand memories consist of those associations that are related to brand name in consumer’s mind. These brand cognition influence consideration, evaluation and final purchase (Romaniuk& Sharp,2003). Consumer behavior should be analyzed for effective advertising, to know why consumers behave in particular ways under certain circumstances. And also to know the factors that influence consumer behavior, especially the economic, social and psychological aspects (Ayanwale, Alimi&Ayabinpe, 2005).

Advertising also creates advertisement which carry emotional bond with consumers. Positive emotional appeals also provide a strong brand cue and stimulate category based processing. With successful categorization, the effect and beliefs associated with this category in memory are translated to the objective itself. Consumers try to categorize the brand association with the existing memory, when thousands of products are faced by them and might reposition memories to a brand image and perception towards new products. In this way, they can categorize latest information in particular brand and shore accordingly in their memory. Some organizations do not attach importance in advertising their products and these have adverse effect on their output in terms of sales of product. Others use different advertising media like television, internet (face book; email) newspaper, billboard, magazine etc. to convey their product message to their target audience. Companies spend major part of their budget on advertising strategies to promote their products/services. These advertisement strategies influence consumer buying behavior(Howart .J. (2002).

1.1     STATEMENT OF THE PROBLEM

Organizations face particularly tough hurdles when it comes to advertising and consumer buying behavior in their business, especially in the beginning. Successful advertising is crucial to the success of any business. As with many organizations, however, you may face budget challenges that tempt you to curtail advertising. When it is most needed without proper preparations, appropriate advices and extensive researches you will run into other problems with advertising as well that create obstacles that could be difficult to overcome. Advertising takes many forms ranging from word of mouth referrals to traditional prints, ads in newspapers to online marketing techniques. Advertising should be focused on bringing new customers, encouraging repeat business and promoting a positive image of the company.

1.2     OBJECTIVE OF THE STUDY

This study attempts to determine the impact of advertising on consumer buying behavior. The objectives of the study are to:

1. Identify the effect of emotional response on consumers buying behavior.

ii. Ascertain the effect of environmental response towards brand on consumer buying behavior.

iii.   Determine the effect of Brand awareness on consumer buying behavior.

iv. Identify the effect of sensory stimulated advertising on consumer buying behavior.

1.3     STATEMENT OF HYPOTHESES

The following hypotheses were formulated to guide this study

Ho: Emotional response does not positively affect consumer buying behavior.

Hi: Emotional response towards brand does positively affect consumer buying behavior.

1.4     SIGNIFICANCE OF THE STUDY

The study would be of great benefit to the following stakeholders

Companies/Organizations: The study would help organizations to find possible measures/strategies to advertise their products and services. It would be of great interest and valuable to marketing managers and help them to sell their products/services and make reasonable profits to the company/organization Consumers: It will create brand awareness to motivate them emotionally to buy the product.

1.5     SCOPE OF THE STUDY

The study examined the impact of product advertising on consumer buying behaviours. The scope of this study would be limited to Airtel Nigeria Plc. This research work studied advertising only with respect to consumer behavior. This study will help to give recommendations on how Advertising and sales promotion, has effect on consumer buying and to see how it helps company to increase company sales and influence consumer buying habits.

1.6     LIMITATIONS OF THE STUDY

In the course of carrying out this research work, certain factors militated against the smooth operation of the work. The exercise was greatly limited due to some factors. Some of the factors include: 
–       Lack of funds 
–       Time constraints 
–       Inadequate research materials to collect data such as textbooks, journals, magazines 

1.8     OPERATIONAL DEFINITION OF KEY TERMS

The following terms are defined below for clear understanding of the topic in this project.

1. ADVERTISING: It is the non-personal selling of goods and services through the mass media which includes newspaper, magazines, radio and television, postal and are fully paid for by an individual.
2. INFLUENCE: Power to produce and effect action of natural forces.
3. CONSUMER: Person who bring goods and services.
4. BEHAVOUR: Way of treating manner or way of acting.
5. MEDIA: Channel through which the message or information passes from the producer to the final consumer e.g. Television, newspaper, magazine etc.
6. ADVERTISEMENT: Is the person or organization that usually initiates the advertising process or the sponsors of the advert.
7. ADVERTISING AGENCY: IS an independent company that provides special advertising services. The advertising agency plans and  executes entire advertising campaign.

 AUDIENCE: The target audiences are the target customers or buyers of the organization producing the products.

A STUDY ON ADVERTISING AND ITS INFLUENCE ON CONSUMER BUYING BEHAVIOR

A STUDY ON ADVERTISING AND ITS INFLUENCE ON CONSUMER BUYING BEHAVIOR

A CASE STUDY OF MOBILE TELECOMMUNICATION LIMITED ABUJA, NIGERIA

CHAPTER ONE: INTRODUCTION

1.0     BACKGROUND OF THE STUDY

Advertisement is one of the major tools organizations use to stimulate consumers demand for goods and services. In order to know the impact of advertisement on consumer’s behavior, it is necessary to know what advertising itself is and its goal and purpose. Advertisement is a paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor Rosenblatt (1977). Advertisement is a process, it is a programme or series of activities necessary to prepare the message and get it to the intended market. Another point is that the public know-how is behind the advertising because the sponsor is openly identified in the advertisement and also payment is made by the sponsor to consider, differentiate advertising propaganda and publicity. The advertising agencies occupies itself with devising messages to suit the potential consumers considered as a channel while the output as his decision to buy or not Ralph, (2005). The major goals of advertising is to communicate ideas or promote goods and services, its major objectives is to facilitate the work of the salesperson by stimulating demand. Advertising is generally accepted as an essential service to the industry and the public. Its effectiveness depends largely on the audience, it is the way audience perceives the information that is very important Baron, (2006). The advertiser here has to consider the usefulness of the goods and services to his audience and allow them to select what will satisfy them. Advertising as an established factor in marketing mix help in marketing and non-marketing among which include the announcement of product, or services to expand the market to new buyer to announce a modification on a product, incite inquiries test a medium, announce location of stock list, educate customers, retrieve lost sales, recruit new staff, attract investors to make a special offerOkigbo (2001). Advertisement is carried out through magazines, newspaper, radio and television and outdoor displays (posters), direct mail, directories and one of the most used now is social media. whatever form of advertising taken an organization, the basic principles is to deliver the right message to merit the right audience at the right time and at the lowest possible cost, and to achieve positive result Collins, (2005). Today advertising is constructed to make a favorable impact on the behaviours of consumers to patronize organizations offerings. Most people use advertising at sometime, either privately or in business. In addition, most people respond to advertisements and so enjoy the choices available to them in every sphere of life this in many ways have informed the choice of one product over another.

Advertising according to Bovee&Arens (1995)  can be classified into the following:

PERSUASIVE:

This is also known as “hard sell” advertising. It is the most obvious kind which surrounded us in our daily activities, urging us to buy all manner of products or services.

INSTITUTIONAL:

This is also known as prestige or corporate Advertising. This form of advertising is design to create a proper understanding towards the seller and to build goodwill, rather than to sell a specific product or services.

INFORMATIONAL:

This form of Advertising is designed to inform consumers about the existence of a product or services and to inform the consumers of any change in price, quality, quantity or packaging. Trade advertising which is close to distribution, agents, wholesalers, retailers, mail order house servicing firms.

However, there are many special and specific reasons why advertising is used. The following examples can offer a broader idea to the versatility and value of advertising.

To announce a new product or services: Here prospective buyers are presented with details of a new product and this usually means a costly and dramatic launch for the particular product.

An existing product maybe given a “face lift” with me addictive, a retirement, a new finisher or casting or perhaps even a new package or container to test a medium is another reason for advertising. Some large advertisers prefer to test a new or united medium rather than accept or reject the claims made by space salesman.

The promotional aspect of advertising is not only restricted to business organization. Non-business organization also undertakes some form of advertising. Government organization such as ministry of information educates the public on government activities, ministry of health also advertises to educate the people on issues concerning their health. Advertising is used by philanthropic organization to raise funds for social welfare projects. So it can be seen that advertisement cuts across all aspect of social, political and economic life. It is necessary to say of this point that an advertising campaign is considered successful only when the consumer themselves have begun to appreciate and talking upKogal, (2007).

However, more would be discussed in details on advertising and importantly on the impact it plays on stimulating consumer’s behaviour towards patronizing a given product in the proceeding chapter of this research work.

1.1     STATEMENT OF THE PROBLEMS

Every business is established to solve a particular societal problem, to meet a targeted consumer’s need and to add value to people’s life. Advertising is a very important tool used not only to create awareness to people about the existence of a product or services, but it also  stimulate consumer buying behaviours by ways of getting them informed or remind them about a product, in many ways it  persuade them to purchase and use the products. As such, it becomes very important in marketing.

But in spite of the laudable impact of advertising in stimulating consumers behaviour, some organization often see advertising as an expensive venture and in some cases a waste of resources  and as such do not take advantage of its benefits to boost awareness of their products or services and also encourage demand for their products. Hence the subject matter of this research becomes an empirical problem worthy of investigation.

1.2     OBJECTIVES OF THE STUDY

The central objective of this research is to examine the impact of advertising on consumers with reference to MTN Nigeria.

1. To determine whether advertising influences the behaviour of MTN Telecommunication consumers.
2. To identify the effectiveness of advertising mediums employed by MTN Telecommunication.
3. To find out the militating factor against MTN Telecommunication.
4. To proffer solution to the identified problems.

1.3     RESEARCH QUESTIONS

The researcher finds it fit to formulate some research questions as a guide to this work.

1. Does advertising influence consumer’s behavior?
2. Does advertising create awareness to consumers?
3. To what extend can advertising influence consumers buying behaviour?
4. What media is often used by MTN Telecommunication to advertise her product?

1.4     STATEMENT OF THE HYPOTHESIS

HO: That advertising influence consumer’s behavior effectiveness in marketing goods.

H1: That advertising does not influence consumer’s behavior effectiveness in marketing goods.

1.5     SIGNIFICANCE OF THE STUDY

One of the cardinal significant ofthis studies is to discover if advertising has an influence on the choice and behavior of the consumer.

The study is of vital importance academically, since the result of the study will significantly fill a gap in the body of knowledge and will benefit not only organization but also consumers.

It also prepares the writer of the study in readiness to join the marketing and advertising of any business industry after his academic career.

Furthermore, the significance of the study cannot be over emphasized as it is a prime mover of any organization because advertisement serves as a tool use to blend and stimulate consumers towards patronizing a given organizations product or services to ensure growth and development.

1.6     SCOPE OF THE STUDY    

The study will cover an empirical examination of the impact of advertising on consumer’s buying behaviours in MTN Nigeria Plc. To this end, the study will equally identify low advertising influences the behaviour of consumers of MTN Nigeria as well as the advertising medium employ in advertising her products. The study will equally identify the problems militating against advertising in MTN Nigeria Plc.

1.7     LIMITATIONS OF THE STUDY

There are many constraints and factors that were encountered by the research during the research work. The prominent once are:

1. Financial Constraints: The cost of materials necessary to aid in carrying the research are very expensive, a lot of field work ought to have been done, but for inadequate finance, a limited coverage of the company understudy was embark upon.
2. Time Constraints: Lack of time contributed greatly affected the quality of work, the academic session very short and the time given to submit the project work also short. Most of the information needed by the researcher in that information needed by the researcher in that company was not accessible for the sole reason of short notice. The study is limited to Abuja bottling company or plant because of time constraint.
3. Biased Response: Biased response by the respondent was a problem encountered by the research when collecting data.

1.8     OPERATIONAL DEFINITION OF TERMS

The following terms are defined below for clear understanding of the topic in this project.

1. ADVERTISING: It is the non-personal selling of goods and services through the mass media which includes newspaper, magazines, radio and television, postal and are fully paid for by an individual.
2. INFLUENCE: Power to produce and effect action of natural forces.
3. CONSUMER: Person who bring goods and services.
4. BEHAVOUR: Way of treating manner or way of acting.
5. MEDIA: Channel through which the message or information passes from the producer to the final consumer e.g. Television, newspaper, magazine etc.
6. ADVERTISEMENT: Is the person or organization that usually initiates the advertising process or the sponsors of the advert.
7. ADVERTISING AGENCY: IS an independent company that provides special advertising services. The advertising agency plans and  executes entire advertising campaign.
8.  AUDIENCE: The target audiences are the target customers or buyers of the organization producing the products.