THE EFFECTIVENESS OF ADVERTISING ON ORGANIZATIONS PROFIT MAXIMIZATION (A CASE STUDY OF SOME SELECTED HOTELS IN ENUGU URBAN)

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ABSTRACT

This research work is a survey on the effectiveness of Advertising in the maximization profit, with survey of some selected hotel business in Enugu Urban.

Among the objectives of this study is to find out whether the advertisement on hotel services and products actually lead to profit increase. This problem I necessary in view of the fact that some people do believe that hotels could go on with their businesses with or without advertising.

Respondents were randomly selected from Enugu metropolis and the data they provided were analyzed with simple percentage and the statistics techniques. The result obtained indicated the effective advertising is a necessary stimulant of profit maximization in hotel business.

It also shows that the awareness level of hotel advertising by the public is low. The study was able to show that television remains the most fastest medium of hotel advertising, closely followed by Radio.

Finally with some recommendations proffered. The conclusion was also drawn based on the result of the findings.

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknowledgement

Abstract

List of tables

Table of contents

CHAPTER ONE

BACKGROUND OF THE STUDY

• Introduction
• Statement of problem
• Objective of the study
• Research questions
• Research hypothesis
• Significance of the study
• Scope of the study

CHAPTER TWO

REVIEW OF LITERATURE

• Introduction
• Summary of the review

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

• Sources of data
• Sample size
• Sample selection techniques
• Limitations of the study of data analysis techniques

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

• Questionnaire distribution and returns
• Analysis of data

CHAPTER FIVE

Summary, discussion, recommendation and conclusion

References

Bibliography

Appendix

CHAPTER ONE

BACKGROUND OF THE STUDY

• INTRODUCTION

Prior to the era of industrial revolution, the pattern and method of salesmanship was both crude and cumbersome because the gap between the productive and consumption sectors of society was small and manageable. However with the present complication and sophistication among both the producers and consumers occasioned by high level of economic and technological developments, business are now re-shaping, re-focusing, re-positioning and re-directing their operations and marketing strategies in order to face obvious challenges posed but modern day marketing.

Every business concern has a major objectives for which it was established but whatever may be the goal, the overriding force undoubtedly remains profit maximization.

To accomplish the foretasted, these business make conscious efforts of findings out what their customers want, producing them, creating the needed awareness on the availability of these goods and services and offering them at the right place, time and cost. It is by so doing that such a business can assuredly claim greater percentage of the market share and at the center of these activities is the pivot, the stimulant, the propelled, the sole of business called advertisement.

Advertising as one of the strangest promotional tool remains a strong force in the hands of business entities. A popular saying has it that, if you do not blow your triumph, no body is going to do that for you, for only when actually know where you are. Advertising does this and more for organizations especially the hotel business. It creates awareness, package the product services etc. present it to the intended consumer and assists him in making the right choice.

The following definitions and opinions by some authorities and schools of thought on the meaning and roles of advertising, will perhaps give more insight into the concepts.

According to Staton W.I, advertising consists of all the activities in presenting

to a group of non-personal oral or visual openly sponsored message regarding a

products services or idea.