THE IMPACT OF ADVERTISING ON AN ORGANIZATION (A CASE STUDY OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY (IMT) ENUGU)

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ABSTRACT

This research work was carried out to ascertain the impact of advertising on an organization using IMT as a case of study. As a guide, seven research questions were generated as follows: –

To what extent does advertising persuade consumers to buy products or services of an organization?

What ate the contributions of advertising to the growth of organizations?

How can advertising sustain the interest of the target audience of an organization?

To what extent can institutional and services advertising boost the image of the institution?

Data were collected by means of questionnaire, oral interview and observation. The data collected were analyzed using frequencies and percentages. Based on the analysis the major findings were as follows: –

Institutional and service advertising has popularized IMT across the federation.

IMT is one of the best polytechnics in Nigeria recommendation were made: –

For the sustenance and maintenance of image of the institution, institutional and cooperated or service advertising should be given priority of place. This will enable the institution to maintain continuous patronage.

TABLE OF CONTENTS

Title page

Approval page

Abstract

Dedication

Acknowledgement

Table of contents

CHAPTER ONE

Introduction

• Background of the study
• Statement of problem
• Purpose of study
• Significance of the study
• Research question
• Research Hypothesis
• Scope of the study
• Definition of terms

Reference

CHAPTER TWO

• Literature review
• IMT and Advertising
• IMT Historical Background
• Stability and discipline in IMT
• Academic structure of IMT
• IMT Advert budget

Reference

CHAPTER THREE

• Research Methodology
• The Design
• Area of study
• Population of the study
• Sampling size/sampling Technique
• Instruments for data collection
• Method of data collection
• Method of data analysis

CHAPTER FOUR

• Data presentation and analysis
• Discussion

CHAPTER FIVE

• Summary of findings
• Findings
• Conclusion
• Recommendation
• Area of further study
• Appendix

Reference

Questionnaire

Bibliography

CHAPTER ONE

INTRODUCTION

• Background of the study

The dynamic nature of the present society poses serious challenges to organization and their products. The competitive market among manufacturing industries to get a fair share of the market, maximize profit, the desire to remain in business coupled with the explosive growth in information communication technology has a major impact on the way organization and institutions bring value to their customers. The quest to meet the need of customer, distribute product more effectively and service advertising (Gambo, 2000)

Advertising, according to Dum et al (1978) cited in Gambo (2000) is a paid non-personal communication through radio by business firms, non-profit marking organization, individual who are in some wax’s identified in the advertising message and who hope to inform and persuade member of a particular audience.

Eluwa (2005) notes that advertising in a integral part of our socio-economic system. In our complex society, advertising has evolved into a vital communication system for both consumers and business. The ability of advertising to deliver carefully proposed message to target audience has given it a major role in the marketing programme of most organizations.

In the words of Belch (2001), companies ranging from large multinational corporations to small retailers increasingly rely on advertising to help them market their products and services. In market-based economies, consumers have learnt to help on advertising and other forms of promotion for information their can use in making purchase decisions.

Over the decades, the amount of money spent on advertising sales promotion, direct marketing and other forms of marketing communication has increase tremendously both in the United State and in foreign markets.

Evidence of the increasing importance of adverting comes from the growth in expenditure. In 1980, advertising expenditures in the United State were 53 billion dollars. By 1996, an estimated 17 billion dollars was spent on local and national advertising (Ebue, 1995)

Belch (1992) explains that the tremendous growth in expenditure for advertising and advertising and promotion reflect in part the growth of the United State and global economics. The growth in promotional expenditure also neglect the fact marketers around the world recognize the value and importance of advertising.

Baran (2002) asserts that advertising has been practiced for thousand of years; industrialization has led to greater urbanization, which fuelled to growth of advertising.

Advertising, according Okoro (1995) dates back to ancient Egypt when the papyrus porters were found offering toward for return of run away slaves. In Greek and Roman days, signboards were placed above doors of business establishment and town cries proclaimed that merchants had certain wares for sale.

He further explains that as newspapers and magazines circulations increased and new technology advances were made at the turn of the center, advertising developed new slogans, better copy writers and artists developed methods of analyzing products, media and markets.