THE EFFECTS OF TOBACCO ADVERTISING ON YOUTHS (A CASE STUDY OF STUDENT OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY, IMT, ENUGU)

ABSTRACT

This study is aimed at evaluating the effect of tobacco advertising on youths, using student in institute of management and technology as a case study. The work opens up in chapter one and contains the background of the study, statement of the problems, objective of the study, research questions, significance of the study and limitation of the study. Chapter two is a comprehensive review of related literature. While chapter three deals with the methodology. Chapter four contains the presentation, analysis and interpretation of data. The work finally came to an end in chapter five with the summary of findings, conclusion and recommendation for further studies.

CHAPTER ONE

INTRODUCTION                                                   1

• Background of the Study 1
• Statement of the Research Problem 2
• Objectives of the Study 4
• Significance of the Study 5
• Research Questions 6
• Research Hypothesis 7
• Theoretical Framework 8
• Scope of the Study 9
• Limitation of the Study 10
• Definition of Terms 11

Reference                                                       15

CHAPTER TWO

LITERATURE REVIEW                                           16

• Sources of Literature 16
• Review of Relevant Literature 16
• Summary of Literature 30

Reference                                                       33

 

CHAPTER THREE

METHODOLOGY                                                    34

• Research Design 34
• Research Population 36
• Research Sample 36
• Instrument of Data Collection 37
• Method of Data Collection 37
• Method of Data Analysis 38
• Expected Results 39

 

 

 

CHAPTER IV

PRESENTATION AND INTERPRETATION OF FINDINGS

• Data Analysis and Results 40
• Analysis of Research Questions 40
• Discussion of Result 45

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

FOR FURTHER STUDY

• Summary of Findings 48
• Conclusion 49
• Recommendations 51
• Recommendation for Further Study 52

 

Bibliography

Appendix

 

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

The period of youth is a very delicate time in the life of an individual. It is very critical and delicate because most of the things individuals do always affect them in the future. Youthful period is characterized by zealous acts, which could be positive or negative. That is when the individual would want to feel and taste everything within his reach or environment regardless of the morality of the act or it’s effects on the individual’s well beings.

Some of these acts could be addictive and regretted in future. A typical example of such is tobacco consumption. Tobacco consumption is one of the strongest addictions in the catalogue of addition acts. In spite of the known dangers, it is being consumed and advertised through the media, thus creating a negative effect on the users especially the youths. Before now, tobacco, which has been the most profitable or lucrative product, has been on advert, in all the media houses. This products, through profitable in the business in not in the health perspective.

Tobacco, which has eaten or taken raw, can be used in variety of ways. It can be in the powdered form (snuff), cigarette, pipes etc. When one gets used to filling one’s blood stream with nicotine/ a substance in the tobacco) one is to feel uncomfortable when it’s level decreases in the blood stream. So it is very addictive.

Advertising being a powerful instrument of persuasion has helped in no small measures in persuading the public especially youths, to indulge in the dangerous act of tobacco consumption, an act that is threatening to destroy our youths, the supposed leader of tomorrow.

 

• STATEMENT OF THE PROBLEM

Apart from the fact that adolescent smokers  are to times likely to use cocaine than non smokers, television guide (1996) states that, cigarette use is often the “gateway” to behaviour that  leads to other types of risk taking, including drug and alcohol use, because these behaviour are indicators of poor self-esteem and susceptibility to poor pressure. And what is worse, tobacco advertisers are walking round the clock.

According to Awake 1996, if three million people each year around the world are dying from smoking related causes and many others quit smoking, then more than three million new users must be found annually. And they succeed more among the youths who are always out of a misguided adventure.

The health implications of smoking are almost innumerable. They include long cancer, heart disease, breast cancer, hearty asthma, leukemia, and so on.

Socially, youths who indulge in smoking soon find out that their interpersonal relations with non-smokers and elders is not very mutual and economically, because of the psychological and physical dependence on nicotine, there is need to borrow  to buy to satisfy the inordinate urge. This urge is so grave because of the addictive nature of nicotine.

The statistics on the hazards of tobacco smoking that is so glaring that one wondered why people still smoke.

It is the light above ugly sides of tobacco smoking that a survey of its effects among youths to determine what motivates them into picking the habit becomes necessary. The cause of the study would have been run when an answer to this question has been found.

• OBJECTIVES OF THE STUDY

The objectives of this study are:

• To find out the extent to which tobacco advertising influences youths in forming the habit of smoking.
• To find out the extent to which tobacco advertising influences youths in keeping at the habit of smoking.
• To find out the extent to which tobacco advertising influences youths as they spend money on commodity and to prefer solution to the adverts effects to tobacco consumption.

 

• SIGNIFICANCE OF THE STUDY

Research is usually the first step in finding answers to peculiar problems. This research will therefore be of immense benefit to government as well as helping in finding the best way of turn lead to a great reduction of tobacco consumption, which will in turn lead to a great reduction of tobacco related diseases such as cancer of the lungs, black lung bronchitis and others.

This research will also satisfy the academic interest of students in the effect of tobacco advertising on youths. It will also be of great help to other researchers, as the research will add to the pool of knowledge existing in the field of study.

• RESEARCH QUESTIONS

The main aim of this research is to examine and evaluate the effect of tobacco advertising on youths. To this end, the researcher would specifically want to find answers to the following questions:

1. Does tobacco advertising influence the mood of the youths and this affects them in forming the habit of smoking?
2. Does tobacco advertising re-enforce the habit of smoking among youths?
3. Does tobacco smoothing in any way affect the economic power of the youths in particular and the public ion general?
4. Does tobacco smoking among youths affect social fabric of the society?
5. Is there any solution to the glaring negatives effect of tobacco consumption?

• RESEARCH HYPOTHESES

A hypothesis is a tentative statement about phenomenon the validity of which is unknown. The hypothesis could be confirmed or disapproved after subjecting it to a test. Therefore in this study, we have formulated the following hypothesis.

H₁:  Advertising of tobacco product plays a supportive role to tobacco consumption.

Ho:  Advertising of tobacco product does not play a supportive role to tobacco consumption.

H₂:  Tobacco adverts reinforce the habit of smoking among youths.

Ho:  Tobacco adverts do not reinforce the habit of smoking among youths.

H₃:  Tobacco adverts affect the economic power of the youths and the pubic in general.

Ho:  Tobacco adverts do not affect the economic power of the youths and the pubic in general.

H₄:  Tobacco smoking among youths affects the social fabric of the society.

Ho:  Tobacco smoking among youths does not affect the social fabric of the society.

H₅:  Tobacco advertising influences the mood of the youths and thus affects them in formulating the habit of smoking.

Ho:  Tobacco advertising does not in any way influences the mood of the youths and this affects them informing.

 

• THEORETICAL FRAMEWORK

The theoretical framework for this study can be derived from media effect and mass communication theories, which explain the ways in which messages from the mass media influence, the audience behaviour in actions, in the agenda the setting theory, hypothermic needle effect theory and minimally powerful media.

Agenda Setting Theory: These were posited by Donald show and Maxwell McCombs in them 1970’s. Their position in this theory is that the media has the power to determine what we are thinking about by pre-determine what issues are regarded as important in the society. The important to issue by the media is done through the quality and frequency of reporting, prominences given to the messages, the commutative media-specific effects over time.

This theory explains in piratical terms why people react the way they do especially during politics and elections student riot ethnic unrest and even advert messages. This implies that, through tobacco advertising, the media set agenda for the youths, who consequently adopt the agenda and them subscribe to smoking disposition.

 

• SCOPE OF THE STUDY

A survey of this nature does not lie down to determine the whole garment of effect of advertising of tobacco products of youths. This research work covered only student in institute of management and technology (IMT) Enugu.

 

• LIMITATION OF THE STUDY

A survey of this nature does not lie down to determine the whole garment of effects of advertising of tobacco products on youths. This research work covered only students in institute of management and technology. The researchers restricted their investigations to students in department of mass communication, department of business administration, department of accountancy, department of marketing, all in institute of management and technology, Enugu. Information derived from them was used to make a generalization on the effect of tobacco advertising on youths.

Regarding the limitation of the study, the researchers were given relatively short time frame to complete the study.

Again, the researchers were exposed for the first time to the process of a research project. It took us reasonable time to get acquainted with the format. Besides, the financial involvement in schooling under the present economic situation is not amusing.

Being students and with not other income except the measure allocation from our parents, the researcher found it a bit difficult to carry out a more comprehensive work.

Finally, our respondents were at first reluctant to fill the questionnaire, but a letter from us assuring them of the confidently of their responses did to trick.

 

• DEFINITION OF TERMS

CONCEPTUAL DEFINITIONS

Effects: Impression produced on them and of a spectator, hearer or reader.

Tobacco: Plants having leaves which are dried, cured and for smoking unpipes cigars, cigarettes or as a snuff.

Advertising: The act of making things know to people by printing notices in newspaper or by other mean, like radio or television.

Nicotine: Poisonous oily substance found in tobacco leaves.

Youths: The state of time of being young.

Influence: Power to affect somebody’s character, believes or action through example fear or admiration.

Consumption: Using up food, energy or material.

Government: A body that make, interpret and carryout laid down and regulations in a state.

Media: Channels through which things are passed through.

Economy: System for management and use of resources.

 

OPERATIONAL DEFINITION

Effects: Effect in this context means the after math of tobacco advertising on the youths.

Tobacco: It is used in the study to expose the means through which cigarette of different brands are produced.

Advertising: This study, advertising in used as a means of increasing the consumption of tobacco product or creating awareness or communicating the public about the existence of some brands of cigarette and other tobacco products.

Nicotine: It is used in this context to show the negative effect of the poisonous substance to in tobacco endangers health.

Youths: In this study, youths are used to bring out people that are mostly affect by   tobacco advert because they are the most adventurously populaces in the society.

Influence: Influence is used in this study to show the extent tobacco advertising lures youths into tobacco consumption.

Consumption: In this context consumption is used to show the intake of tobacco by the youths.

Government: Government is used in this context as body that has the power to issue command on how to curtail the habit of tobacco consumption.

Media: Media in this context means the channel through which tobacco adverts are relayed.

Economy: Economy is used in this context to evaluate the appropriateness of the money allocated to tobacco products and consumption.

Assumptions: It is assumed that youths engage in tobacco consumption and that advertising is the only one force among several forces which interest in a complex manner in making the youths develops the act of being addicted to tobacco.

Also that tobacco products are solution on Nigerian media of communication and that they sometimes contain attractive pact ages.

REFERENCES

Awake (1996); Killing Millions to Make Million Watch Tower Bible and Track Society of Pennsylvania.

Wright J.S., Warner A.S., Winter W.L. and Zelglers S.K. (1981); Advertising Fourth Edition, Tata Mc-Graw-Hill Publishing Company Limited, New Delhi.

James, F. (985); Understanding Mass Communication Houghton Mifflin Company Boster.

Barban A.M. (1978); Advertising in Roll in Modern Marketing, U.S.A: Hinsolale.

John, F. (1990); Communication Studies Wilber Schamm and Donald F: Robert.

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THE EFFECTS OF THE NEWS FLOW/IMBALANCE OF WORLD INFORMATION AND COMMUNICATION ORDER ON DEVELOPING NATIONS OF AFRICA

(A STUDY OF NIGERIAN NEWS FLOW)

CHAPTER ONE

1.0  INTRODUCTION                                            1

1.1  Background of the Study                                         1

1.2  Statement of the Problems                               6

• Objectives of the Study 7

1.4  Significance of the Study                                         8

1.5  Research Questions                                          9

• Research Hypotheses 10
• Definition of terms (Conceptual and Operational) 10
• Assumption 12
• Limitation of Study 13
• Theoretical Framework 14

CHAPTER TWO

• REVIEW OF LITERATURE 17

2.1  Sources of Literature                                        17

2.2  Review of Relevant Literature                            17

2.3  Summary of Literature Review                                 41

 

CHAPTER THREE

RESEARCH METHODOLOGY                               45

3.1  Research Method                                             45

3.2  Research Design                                              46

3.3  Research Population                                                46

3.4  Research Sample Size                                       47

3.7  Method of Data Collection                                 49

3.8  Method of Data Analysis                                   49

3.9  Expected Results                                             50

 

 

 

 

 

 

CHAPTER FOUR

DATA ANALYSIS AND RESULT PRESENTATION     52

4.1  Data Analysis                                                  52

4.2  Research Hypothesis Testing                             57

4.3  Discussion of Findings                                      57

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS    61

5.1  Summary of Findings                                       61

5.2  Conclusion                                                      62

5.3  Recommendations                                           63

Bibliography                                                    66

Appendix                                                        69

 

 

CHAPTER ONE

 

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

The world information flow controversy is perhaps the most topical issue in international communities today.

This global controversy is basically about the demand by the south for a change in the present pattern of information flow between it and the north. The south also knows that the third world or under developed or developing countries of the world contends that there is gross unbalance both in quality and quantity, in global information flow between the south and the north, also known as the first world countries of the world.

This inbalance according to the south, has placed it at the receiving end as developing countries are daily bombarded with information and other media materials which do not meet their development needs and more importantly tend to debase their culture and portray them as inferior in the eyes of all.

Supporting this assertion, Okunna (1993:92) say, A lot of research evidence has been gathered over the year to demonstrate the unbalance in the quality and particularly, quantity of global mass communication. This unbalance with the attendant dangers of culture domination through mass communication in at the root of protracted demand for a new world information and communication.

The north on its own part argues that the flow of information should be free and unrestricted quoting the 1940 united Nation (UN) declaration on the freedom of information as the basis of her arguments.

According to the UN declaration of 1946, all state should proclaim policies under which the free flow of information within countries and across national boundaries could be protected. This free flow of information itself could be on offshoot from the liberation press theory of value of free information. Although third world countries accept the freedom of their citizens to receive and disseminate information they argue that such information freedom be checked in the interest of their sovereignty

The South, therefore rejects free flow of information in which there is an overwhelming amount of information flowing from a small number of industrialized countries into the numerous countries of the developing world. This rejection is partly rooted in the negative effects or consequences of this type of flow on cultures of the third world countries cultural imperialism or synchronization could be a resultant effect of the unhindered and unbalance global information flow.

Supporting the south’s line of argument, Opubor (1986:4) says, it is a very difficult state of affair indeed that a small group of people concentrated in four countries can arrogate onto themselves and preempt the management of our image of the world through controlling what is called news. Expressing similar views, Uche (1996:4) states, the western media’s on sought against Africa and the third world has continued to better and dent the image of the people of the southern hemisphere who are protracted as lesser beings. The demand for a new world information and communication order (NWICO) which Nigeria subscribes to is therefore borne out of the design to change the present pattern of the world information flow and also free her citizens form being passive receivers of distorted and biased information.

Historically, the new world information and communication orders debate has its root in the 1976 UN declaration on freedom of information. The disagreement stated in 1948 when Russia and her Allies opposed the idea of freedom of information at the Genva convention. The earliest quantitative study on it was the international press institute’s 1953 study of which suggested that there was unbalance the global news flow.

The debate gathered momentum in the 1960’s and 1990’s the united national educational scientific and cultural organizations involvement began precisely in 1970 when the issue was first tabled at its general conference. Two years later, the majority of its delayed resolved that there was potential danger of global news flow unbalance.

In 1974, the UNESCO conference approved a declaration on the new international economic order (NIEO) several other efforts were made before UNESCO in 1977 appointed a – 1b – man committee of communication experts headed by an Irish diplomat, san Macbrige to study the world communication problems and make recommendations. The Macbrige report was submitted in 1980. the report stated in no uncertain terms that there is unbalance domination is a reality of this unbalanced (Okenna, 1993:94) This did not go down well with some western countries. However the UNESCO chairman then Senegalese Amadon Mahtar M’Bow defended it stoutly, arguing that freedom of information in one directions freedom and liberty are not the monopolies of any group.

The argument however did not impress the west, as united states of America (USA) pulled out of UNESCO, in 1985 Britain and Singapore followed suit, maintaining that Nwico declaration was an endinic hostility towards the institution of free press, free market and above all individuals human rights. UNESCO, however remains unmoved and insisted that NWICO will bring about “more justice, more equity reciprocity information exchange, less dependence in commutation flow less downwards diffusion of message, more self reliance and cultural identity, more benefit for all man kind” because of the complex nature of this debate and the opposing stand of the different ideologies involvement the debatee has consumed many man hours and according to Juan Somavia, “This might lead to the wars major conflict among nations after the world wars”.

 

1.2  STATEMENT OF THE PROBLEMS

Third world countries like Nigeria suffer the consequences of the global information flow unbalance and faced with cultural subjugation and conquest by the first world which threatens their existence as sovereign nation states through cultural imperialism. Given the nature of the international communication system, there have always been fears that the massive flow of western countries, predominantly America, media cultures into non-western countries of the third world could lead to cultural dominations which distort and displace native cultures and lead to adoption of foreign life style and behavioral patterns

 

1.3  OBJECTIVES OF THE STUDY

The objectives of this study is find out the degree of  unbalance in global information flow between the first world and the third world. This study also examine the cultural context of the global information flow and highlights how it affect the countries of the third world. Finally thus study will attempt to offer suggestion and propose a model of international communication that will help bring about desired global understanding.

 

1.4  SIGNIFICANCE OF THE STUDY

As one of the most topical and persistent issues in international communication and world politics today it is pertinent to find out the effects of the global information flow unbalance on third world countries. Although numerous studies have been conducted on this particularly issue, the resolution of the controversy about the world information flow pattern, also the target population of the studies have been diverse, but these studies will survey the opinion of enlightened and educated population of the issue that is undergraduates of mass communication of the HNDI and HNDII levels of study. Finally this study will analyze the old issue under a new setting the present world situation and purpose new ways different from all others for the resolution of the controversies surrounding the global information flow pattern. Here lies the uniqueness of this study

 

 

 

1.5  RESEARCH QUESTIONS

These research questions serves as a guide in finding answers to problems being investigated and hence they focus on the major problems.

1. To what extent does unbalance exist in global information flow between the first and the third word?
2. To what extent do cultural values form part of the global information flow between the first and the third world?
3. What are the effects of the world information flow unbalance on third cultures?
4. To do third countries especially Nigeria poses the potentials to counter first world media influences on their culture and bridge information flow unbalance.

 

 

 

 

 

1.6  RESEARCH HYPOTHESES.

The following assumption which are subject to testing the are made for the purpose of this research work.

H₁:  World politics today is an effective means of finding out the effects of global information flow unbalance on third world countries.

Ho:  World politics today is not an effective means of finding out the effects of global information flow unbalance on third world countries

 

1.7  DEFINITION OF TERMS (CONCEPTUAL AND OPERATIONAL)

The South: This refers to developing or under developed countries of the world. They are also called third world countries.

The North: Refers to the developed countries of the west. They are called first world countries.

Information Flow: This is the movement of all mass media messages from one country to another.

Unbalance: This is the unequal flow of mass media can also be seen as unidirectional flow which means the one sided flow of information from the developed world.

Cultural Imperialism: This refers to the subjugation of a local culture and the in position of an alien culture.

Cultural Triangulation: This is intended to mean the process of selecting cross cultural entertainment, information and other media products from those countries whose cultural product are meaningful.

Cultural Synchronization: This implies that the tariff of cultural products goes massively in one direction and has basically a synchronic mode. The north offers the model with which the receiving parties synchronize local social inventiveness and cultural creatively are usually destroyed.

Global: This is a word used interchangeably with world.

Inter Dependence: It is used here to means that each actor or participate in the information flow controversy would aim at being truly independent and self reliance before involving itself fully in global cooperation activities and projects.

Association: This implies that a nation in corporate into its development only those aspects communication technology and development that are meaningful to its well being.

Dissociation: This portrays a growing separation and isolation.

 

1.8  ASSUMPTION

1. The researcher assumes that world politics has an important role to play in finding out the effect of global information flow unbalance on third world countries.
2. This research also assumes that without concentration on world politics the global information flow on third world countries is left imbalance.
3. Even at world politics some third world countries have not realized the importance of global information flow.

 

 

1.9  LIMITATIONS OF THE STUDY.

This study was supposed to be a research on the effects of world information flow imbalance on the third world countries.

However, because of obvious difficulties and deficiencies Nigeria will be used as a case study. Therefore this study will focus on the Nigerian perspective of the world information flow imbalance and its effects on third world countries.

This study also extends to some different stated in Nigeria which have universities, polythecnics that offer mass communication. Accordingly four stated out of the thirty six states that make up Nigeria were studied the stated were Lagos state in south west, Anambra, Imo and Enugu state in the south east of Nigeria.

Finally only the local governments within the chosen stated where the universities and polthecnics that offers mass communication were also studied.

 

1.10 THEORETICAL FRAMEWORK

The theoretical framework of this study can be derived from media, effect and mass communication theories which explains the ways in which news imbalance of world information and communication order effect developing nations of Africa through the cultivation theory and knowledge page theory or hypothesis.

Cultivation Theory: George Gerbner tried to determine the influence of television on viewers or the audience ideas of the environment they lived in. The television crates a confluence, a coming-together of attitudes. According to Berber, audience us TV to confirm fears and prejudices about the “way thins are”.

Television’s image cultivate the dominant tendencies of our culture’s beliefs, ideologies and world views. What occurs, according to the Annemberg research, is a convergence of people’s concepts of reality to that which is portrayed on the television.

Knowledge GAP Theory or Hypothesis: Tichenor, Donohu and Olien (1970) developed a theory of society in which mass and the rise of media messages play a central role. The model focuses on the role played by media news in cities and towns of various sizes. These areas are conceptualized subsystems with larger state and regional social systems. The team began by empirically establishing that news media systematically information some segments of the population, specifically persons in higher socio-economic groups, better than the others.

Knowledge gap could be seen as the systematic differences in knowledge between better information and less information segment of a population.

So, the basic assumption is that a media output grows in a given society so will the knowledge gap between privilege and under privileged social groups.

It has long been assumed that the press and broadcasting have added so greatly to the flow of public information that they will have helped to modify differences of knowledge resulting from inequalities of education and social position (Gaziano, 1983).

REFERENCES

 

Gaziano, C. (1983). The Knowledge Gap”: An Analytical Review of Media Effects; Communication Research, 10(4): 447-86.

Gerbner, G. (1956), “Towards a General Model of Communication”, Audio Visual Communication Review.

Okunna, Chinyere et al (1993), Theory and Practice of Mass Communication (Enugu: Abic Publishers).

Opubor, A.E. (1983), “Mass Communication and Modern Development in Nigeria” in Nweneli (ed) Mass Communication in Nigeria: A Book of Reading, Enugu: Fourth Dimension Publishing Co. Ltd.

Uche, Luke (1989), Mass Media People and Politics (New Delhi: Concept Publishing Company).

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THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

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THE ROLE OF PUBLIC RELATIONS IN ENHANCING CUSTOMERS’ SATI STATION

(A CASE STUDY OF NIGERIAN AIRWAYS ENUGU)

ABSTRACT

This study is aimed at pointing out the function of pubic relations officer in customer’s satisfaction in Nigeria Airways Enugu.

Research method: The data for this study were collected through questionnaire.

Thereafter the data collected were analyzed using chi – square method (X2) =  (0  -e)

E

 

Which served to out qualitative characterizes

In the data into numerical form and relationships.

The research finding the essentials of public relations officer in an establishment.

The effect of public relations in promoting the image of an organization.

CHAPTER ONE

INTRODUCTION                                                      1

• Background of the study 9
• The objectives of Nigerian Airway 10
• Statement of research problem 12
• Objective of the study 14
• Significance of the study 15
• Research questions 17
• Research Hypothesis / Null Hypothesis 17
• Conceptual of Operational Definition 18
• Definition of terms Operational 20
• Assumptions 21
• Limitation of the study                                        22

CHAPTER TWO:

REVIEW OF RELATED LITERATURE

• The origin and concept public relations 23
• The place of public relation in an Organization 27
• Publics 31
• Corporate Image 32
• Social Responsibility 34
• The pubic relations practitioner 38
• Summary of Literature review 40

CHAPTER THREE

RESEARCH METHODOLOGY                                    43

• RESEARCH Method 43
• Research design 43
• Expression Instrument
• Measuring Instrument 45
• Method off data analysis 46

CHAPTER FOUR

• Data analysis and interpretation 47
• Table 1: Measurement on image problem

of Nigerian Enugu                                              49

• Table 2: Measurement on the role played by the public relations                                                             50
• Table 3 :- Measurement of the basic steps

top  be taken                                                    52

• Table 4:- Measurement of effects of

political interference                                           55

• Discussion 57

CHAPTER FIVE

• Summary and recommendation for further study 62
• Recommendations 65
• Conclusion 68

Bibliography                                                               71

CHAPTER ONE

INTRODUCTION

In any organization, the need to maintain the image of the organization is in our contemporary societies a private one hence this  study survey the role of public relations in enhancing consumer’s satisfaction. We set out to find   whether Nigeria Airways Enugu, has in any  way satisfied or disssatidied the total number of  people or customers that  have been satisfied or dissatisfied by the organization. This study will also x – rays how far the PR roles have helped or will help to co-ordinate the organizations perception of the Nigeria airways image when determined are bed, them the researchers would be in a better position to advise and make necessary recommendations in order to enhance it’s image. And also, to contribute to the knowledge of mass communication and indeed to the acknowledge  of geniality of Nigerian in their quest for the effect of customers satisfaction in government and in parastatals.

The Nigeria Airways is a public interest and business enterprise and as such is required to succeed.   

        As a public institute devoted to the servicing of the public interest , it must have its customers, satisfactions as its prime motive  to  enhance and achieve public co-operation and acceptance. As a business institute, the Nigeria Airways must use business principles to operate in such a way that  it be comes economically strong enough to  depend and sustain its independence against crumbling.

Against the background the Nigeria Airways, instituted  the public relations department to help foster the activities of the organization in order to achieves it aims and objectives. This is so because no business oriented organization can make any meaningful achievement without the it is easy identifiable that the basic philosophy underlying public relation practice is prime importance in all spheres of activities. The public relations man engages himself in doing he has done. This involves winning friends, keeping them and influencing them, as well as others it also involves looking good by building and sustaining good image or goodwill through good deeds that will wim favourable consideration for Nigerian Airways Enugu among members of the public.

Public relations by definition according to frank Jefekins states “that public relation is the process of assessing consumer wants establishing communication fastening good will so that consumer wants or needs can be profitable satisfied”. I

Another definition of public relations according to the editors of public relations news, PR is a philosophy and function of management, which evaluate public attitudes, identities the policies of  an individual or organization  with public interests and execute a programme of actions to earn public understanding and acceptance”.

From these definitions, it is obvious that the public relations man blends the public interest with that of the organization for optimal achievement. It also identified the need  for the public relations man to evaluate the public attitude and conception of the organization with the area of attaining and eliciting favourable actions  where necessary. As a result of this, customers satisfaction in the activities of Nigeria Airways, Enugu among others should pursued. One way of doing this is to map out a programme of action that is, customers oriented and favourable to the generality of the people.

In actual sense, Nigeria Airways, Enugu cannot exist in a vacuum. It cannot grow if it neglects the existence of its customers it must function as an institution ready to compute the customers.  This includes expressing her policies and practices through communication for general awareness.

However, this communication function can best be formed if public relations manager is given its appropriate place in the management of Nigeria Airways, Enugu.

Sincerely speaking, the  Nigeria Airs, is fast recognizing the enormous function which public relation would perform if allowed into the strategic decision making level of the organization. In this contemporary society, the public scrutiny and accountability is on the increase. It is imperative therefore, that good public relation should enhance good will and customers satisfaction in the organization.

The image of the  Nigerian Airways, Enugu depends on the her behavior and financial performance her making policies and the quality of her products or services, the management style, approach and the resultant satisfaction. The protection and maintenance of the Nigeria Airways Enugu image is the fundamental responsibility of public relation. As the conscience of the organization and its public and monitors the diffusion of the programmes of the organization to know when it impinges public opinion and warfare.

George Flangan stated that “if an individual contact and experience with  co-operation is extensive, his proposed image of the coronation is likely to be  strong, positive and relatively stable if , on the other hand, the individual’s familiarity with corporation is slight, as is most of the case, the mage will probably be weak, (negative) Lazy and unstable” 2

The only meaning drawn from this statement is that, if the level or degree of customer’s satisfaction in any organization is high; the customer tends to maintain more cordial relationship and vice-verse. It is the image of  the organization that attracts popularity among the potential customers. In this sense, the only image that can last long is the one that its stand is valid, true and authentic.

Candidly no organization can satisfy its mummeries customers with out being perceived first by the customers or trusted and dependable, so far Nigeria Airways to maintain the line of dependability, its policies , performance and pubic reactions have in his interaction with a company constitutes to the attitude he forms about it.

The dependability of the organization depends on the degree of the comfort given to  her customers and her good will. As regards to these facts Walter asserts “ No administrative scheme is workable with put good will and good will aboout strange practices is impossible new development in Nigeria Airways, Enugu, that is not communicated to the potential customers in clear terms and with clear evidences show so as to elicit favourable actors to attain mutual understanding will be an effort in futility.

It is therefore important  that Nigeria Airways Enugu should acquaint it self with the customers for cordiality through continuos and systematic public relations practice. It is essential that all public reaction activities of the Nigeria Airways are within the frame work often agreed and understood the corporate personality.

The modern business organization, quick to recognize the changes in the environment, has adjusted. It has more comprehensive and positive programmes by responding to community  expectations and pressures. This, for short, is the spring board of the concept of goodwill and customers satisfaction.

However, the activities of Nigerian Airways and prospects c an better be under of view of its origin. To this end, below is the mark off point of Nigeria Airways.

 

BACKGROUND OF THE STUDY

• THE HISTORY OF NIGERIA AIRWAYS

The history of the organization would traced to 1945 when it was incorporated as West African Airways corporation (W.A.A.C) to understate operation which the Royal Airforce left behind at the end of would war “., was then jointly owned by former Bristish colonis manly; Nigeria, Ghana, Gambia and Sier Leone. The African Airways corporation (WA.A.C) was managed by West African Transport Authority (W.A.A.TA).

On attainment of independence in 1957, Ghana pulled out to set up its own Air line, the Ghana Airways, leaving Nigeria, British overseas Airways cooperation (BOAC) and Eldr Dempstr lines as the owner of what remained (WAAC) .

The Federal Government took total controls of the business in Augusts 23, 1958 by buying out the shares of its partners, the B.O.A.C and Elder Dempster lines. In this sense the airline because 100 percent Nigeria owned and the name changed to Nigeria airways limited. In the same vain, after some years Nigeria Airways Enugu was established.

 

• THE OBJECTIVE OF NIGERIA AIRWAYS

The objectives of the air line as a national earner is to operate a scheduled and chartered air  transportation services for the carriage of passages, cargo, mails and any other related business in most reliable, efficient  and profitable manner on both domestic and international routers.

Apart from its commercial objectives, the organization also has social defense, security and political responsibility to the government and people of Nigeria as the nation’s national carrier.

For example, the airline could give back up services to the military authorities as a transportation auxiliary in a period of national emergency such as war. In other works, the line as a true is different from other commercial airlines since it must perform governments functions without profit when directed to do so by the authorities.

For the above reasons , Nigeria, Airways is duty bond to separate in the country whether it is commercially viable or not.

In situation where communication is poor, Nigerian Airways is used by government as an effective institute to bridge people, goods and mails through he ought and breath of the country. This is a great social and economic responsibility to the nation. Based on these reasons, the Federal Government offers its protection  to the airline through diplomatic channel in international traffic negotiations guarantees the airlines to secure local and foreign loans to purchased aircraft and equipment.

Due to the numerous aims and objectives of the Nigerian Airways her zeal towards making them a reality the  origination is department allied to case activities and foster developments in a way of satisfying its cutworms.

 

• STATEMENT OF RESEARCH PROBLEMS

There have been a good number of complaints from the Nigeria Airways Eniugu public relation  is operation of the organization. There is no efficient, effective and systematic public relation in the Nigerian Airways, Enugu does not communicate to it customers a as and when due.

The Nigerian Airways, Enugu seems to be undergoing image problems. The problems of financial constraints, deferring regulatory policies down by the government negative attitude of employees to work management problem, flight delays and conciliation, inefficient services and generally rising costs of goods and services seems to point to the that public relations has failed its role in finding out what actually satisfied the customers of Nigeria Airways Enugu.

There has been absence of direct incentives to customers, which now brings about low persuasive sales strategy.

The acceptance of forged tickets, defected tickets and checking about passenger with infects or children tickets and affects the customers satisfaction badly.

The refund of unused tickets takes a very long time, hence the customer involved unusually get displeased because of the undue time spent before they are finally satisfied.

Another problem is that the management of the parastatal makes it impossible for airline public relations manager to do his job satisfactorily. The resultant effect here is that is compelled to take actions and execute some programme that are not of the interest to the various customers.

 

• OBJECTIVE OF THE STUDY

The objective of this study is to identify more efficient and effective way of using public relations to enhance customers’ satisfaction and goodwill in Nigerian airways Enugu.

The study wills analysis the public relations strategies and management policies of the organization in question

It is much better to identify and know the various aims and objective of Nigeria Airways to see how far the organization has achieved them or not.

The direct incentive due to the customers are they really persuasive sales strategy or not.

To analyze erratically the customers remark and responses that shall be made when questionnaires are collected to see whether the Nigeria airways will succeed as a business enterprises and social institution.

 

• SIGNIFICANCE OF THE STUDY

In every organization, be it a social or business enterprises, there is need for thirty, harming and peace prevail between the organization and its customers. Any organization that tails to recognize the existence of its customers will definitely fail or fact up. And if any organization fails to take cognizance of public relations dependent of the organization , such organization will not accomplish its aims and objectives.         To this end, the Nigerian Airways, Enugu, should always give the public relations manager his proper place in the organization and should help hi, function fully by giving ho, the necessary tools and equipment needed for his operations.

To identify total number of people or customers that has been satisfied and dissatisfied by the organization.

To know how public relation help to solve the problem of inadequate communication in  the organization.

To identify and know the type of direct incentives given  to customers.

To ascertain how the customers perceive the image of Nigeria Airway, Enugu. If the customers perception of the organization image when determined is bad, then one would be in a better position to advise ad make necessary recommendation n order to enhance its image.

To know some of the communication barriers faced by public relations department in the organization.

Finally, to contribute to the knowledge of mass communicators and indeed to the knowledge of generality of Nigeria their quest for the effect of customers satisfaction in government parastatals.

 

 

 

• RESEARCH QUESTIONS

• Does the image of Nigerian Airways, Enugu satisfy its present customers so as to help induce , attract and sustain the potential
• Is Nigerian Airways Enugu facing image problems in execution of its duties ?
• Does non – satisfaction of the customers’ needs, desires and aspiration tarnish the image or goodwill of Nigeria Airways ?
• Does the political internee hampers or under the public relations department in Nigeria Airways ?

 

• RESEARCH HYPOTHESIS

The researchers will list the following: –

H1 – The pubic relation role go along way in enhancing customers satisfaction in Nigeria Airways.

H0 – The public relations role does not go along way in enhancing customers satisfaction in Nigeria Airways.

H2 – The Nigerian Airways faces image problem in execution of her duties.

H0 – The Nigerian Airways Enugu cannot face image problem in the execution of her duties.

H3-  The more political interference, the more effective the performance of public  relations department.

HHhh   H0 –         The more political internee, the less effective the performance of public relations department.

H4 –  The higher the  price of Nigerian Airways Enugu tickets the more the tendency of customers to with draw the patronage.

 

• CONCEPTUAL AND OPERATIONAL DEFINITIONS OF TERMS

CONCEPTUAL DEFINITIONS

• Public relations:- The procedure of programmed of activities of ensuring a link between an organization and it’s customers.
• Public Relation:- The procedure of programmed of activities of ensuring a link between an organization and its customers
• Image:- This is a method picture , idea of concept of somebody or something. It could also be seen as a sensual thing perceived s an entry or a coherent, which does not necessarily have something to do with reality of situation.
• Customers:- This is a person who buys tings.
• Customers’ satisfaction:- This is a state were the customers are placed and contended with the produce or services given to them.
• Airline:- This is an air transport business that runs a regular services.
• Organization:-This is a group with special purpose of coming together as one to operate a business ventures. It could be government or private owned.

 

• OPERATIONAL DEFINITIONS

1. Public : The number of customers or people who receive the services of Nigerian Airways, Enugu
2. Public relation :- Mutual understanding between Nigerian Airways, Enugu and it publics, carried out by the public relation department.
3. Image :- The metal pictures that the public of Nigeria Airways, Enugu have on the effect efficiency of services varied by the number.
4. Customers’:- Those who patronize the Nigerian Airways, Enugu by way of traveling with them.
5. Customers’ satisfaction:- Thee extent to which the customer’s are pleased or satisfied with the service of the Nigerian Airways, Enugu.
6. Airline:- This means the case under study, which is the Nigerian Airways, Enugu.
7. Organization:- Government owned parastals know as the Nigerian Airways, Enugu.
8. Discount :- Scores made on question on sell discount of tickets by each respondent.

 

• ASSUMPTIONS

It is assume that after this study ,  the pubic relations officer would b in a between position to know the best strategy to get his internal and external public satisfied.

How would he be in a position o make very nice good will for the organizations, as to increase it profits.

However, the management of the organization would be a position to equip the pubic relations officer, that he can discharge his duties efficiently.

 

• LIMITATIONS OF THE STUDY

This study is limited by the logistics, time and found problems. This is because the subject matter of this study is one, which should have made the study a national one. The topic is one, which attracts public attention and interest on a nations scale. Unfortunately, it would not be handled on  the require scale.

As a result of this, Researches limited their research work at Nigerian Airways, Enugu because of the limited time available. This sampling is done in Nigerian Airways, Enugu chapter.

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THE EFFECT OF MASS MEDIA ADVERTISEMENT ON CHILDREN

(A CASE STUDY OF INDOMIE AND PAMPERS IN ENUGU STATE)

ABSTRACT

An abstract on The Effect of Mass Media Advertisement on Children (A Case Study of Indomie and Pampers in Enugu State) The study were group under five chapters heading beginning with introduction down to conclusion. The objective of the study was to determine the impact of mass media advertisement on children, the effectiveness of the mass media in promoting indomie and pampers product. The study were of significant to the researcher, the management to indomie and pampers product, the management to mass media and also other forth coming researchers that may wish to carry out similar research topic. Data were collected using research instrument and which analysis using chi-square method. The population of the study was 150 while the sample size were 110. Some of the findings were: Mass media advertisement increase sales volume of the product. It was discovered that children are satisfied with mass media advertising campaign of indomie and pampers as well as the quality of the product. It is also discovered that power failure affect mass media effectiveness. The researcher recommendations are: The management should always make provision for mass media advert. Effective publicity should be enforced on the need for the product (pampers and indomie).

CHAPTER ONE

INTRODUCTION                                                      1

• Background of the Study 1
• Statement of the Problem 5
• Objectives of the Study 6
• Research Questions 7
• Hypothesis Formulation 8
• Significance of the Study 9
• Scope of the Study 10
• Definition of Terms 10

CHAPTER TWO

REVIEW OF RELATED LITERATURE                            11

2.1  An Overview of Mass Media Advertising               11

2.2  Objectives of Advertising                                         14

2.3  Contributions and Criticisms of Advertising

to the Society                                                 18

2.4  Forms of Advertising                                        23

2.5  Advertising Budget Decision                              25

2.6  Problems in Advertising Budgeting                     27

2.7  Determination of Advertising Budget                  30

2.8  Measuring Advertising Effectiveness                    36

2.9  The Advertising Agency                                    39

 

CHAPTER THREE

RESEARCH METHODOLOGY                                      41

3.1  Sources of Data                                               41

3.2  Area of Study                                                  41

3.3  Population of the Study                                    42

3.4  Determination of Sample Size                                  42

3.5  Sampling Techniques                                        43

3.6  Research Instrument Used                                44

3.7  Method of Data Collection                                 44

3.8  Method of Data Analysis                                   45

3.9  Expected Result                                               45

 

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS                        41

4.1  Data Presentation and Analysis                          41

4.2  Test of Hypothesis                                           59

4.3  Discussion of Findings                                      62

 

CHAPTER FIVE

DISCUSSION OF FINDINGS, RECOMMENDATIONS

AND CONCLUSION                                                  64

5.1  Summary of Findings                                       64

5.2  Conclusion                                                      65

5.3  Recommendations                                           66

 

Bibliography                                                    67

Appendix                                                        69

 

CHAPTER ONE

 

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

The history of mass media can be traced back to the days when dramas were performed in various ancient cultures. This was “broadcast” to a wider audience. The first dated printed book known is the “Diamond Sutra”, printed in China and 868AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literary to the masses in China, and the relatively high cost of paper there, the earliest printed mass-medium was probably European popular prints from about 1400.

The mass media are all those media technologies that are intended to reach a large audience by mass communication broadcast media (also known as electronic media) transmit their information electronically and comprise television, radio, film, movies, etc. Although these were produced in huge numbers, very few early examples survive, and even most known to the printed before about 1600 have not survived. The term “mass media” was coined with the creation of print media, which is notable for being the first example of mass media as we use the term today. This form of media started in Europe in the middle Ages. Johannes Gutonberg’s invention of the printing press allowed the mass production of books to sweep the nation. He pointed the first book on a printing press with movable type in 1453.

According to Kotler (2012:416) Advertising is any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. Thus, most advertisements are designed to make both personal selling and sales promotion easier by informating, persuading, reminding, reassuring, reinforcing and establishing positive attitude and images towards products and a company.

Advertising is a powerful marketing communication tool used by companies to fulfill the promotional task. It is an impersonal form of communication or presentation of goods, ideas, or services conducted through paid media under open or identified sponsorship. All about advertising is a sponsor sending a message, called advertisement through one or more mass media (Radio, television, newspaper, magazine) to reach large numbers of potential users or buyers of a product.

According to Josephat I.O. (2008:6) Mass media consist of the various means by which information reaches large number of people such as television, radio, movie, newspaper, and the internet. Sociologists study mass media especially to see how it shapes people values, beliefs, perceptions, and behaviour.

Mass media basically refers to a part of media that is specifically designed to reach a large number of audience. This terms was first used in the year 1920 when the nation wide radios and mass circulation of new books become common. Following are the many types of mass media: Television, radio, personal web page, message boards, blogs, pod casts, and video hosting services.

According to Francis L. (2009:201) Mass media is those of communications that reach and influence large numbers of people reach and especially newspaper, popular magazines, radio and television. Nonetheless, mass media is considered as the fourth estate of the society as well. It is the fourth branch of the government. The voice and weapon of the people are the society as whole.

Pampers are choose from natural clean, baby fresh and sensitive for a gentle clean which are made of different sizes for child protection. Presently, several advertising campaign are on the promoting the product quality and awareness creation.

On the other over past 15 years in the Nigerian market Dufil Group has had a remarkable impact on the Nigeria culinary landscape. Their product Indomie Instant Noodles which appeals to several demographical group has grown to become a household name across the country .

The group, which is a joint venture between Tolaram Group of Singapore and Salim Group of Indonesia currently has 3 factories in Nigeria (De United Foods Industries Limited which was commissioned in 1995 in Ota Ogun State, is the first Instant Noodles manufacturing plant followed by Dufil Prima Foods Plc which was commissioned in 2001 is located in Choba, Port Harcourt, River Sate, lastly, the third and most recent State of the Art Automation Factory was commissioned in Kaduna on 29^th of May 2012.

 

1.2  STATEMENT OF THE PROBLEMS

Despite the impact of advertising in promoting product awareness and increasing sales volume of pampers and indomie in our society. It is associated with a lot of challenges in terms of problem that the researcher want to address in the course of the study.

Such likely problems include: persistent increase on the product price, problem in relation to mass media effectiveness. The quality of the advert, the cost of advertising a product, paper interference on media houses, poor communication flow, and so many others that needed to be solved in the course of this study.

 

1.3  OBJECTIVES OF THE STUDY

The objectives of the study among others include the following:

1. To determine the impact of advertising in promoting sales volume of indomie and pampers.
2. To examine how effectiveness mass media advertising campaign on children.
3. To identify those problems that may affect mass media advertising campaign on children.
4. To recommend possible solution to such problems identified in the course of the research findings.
5. To examine and evaluate the perception of children on indomie and pampers advertisement.
6. To determine how satisfactory are the product on child health.

1.4  RESEARCH QUESTIONS

1. Whether children are satisfied with mass media advertising campaign on the product (pampers and indomie).
2. Whether children are satisfied with indomie and pampers product?
3. Does the product price discourage most parents from affording the product to their children?
4. Do power failure interfere on the effectiveness of mass media advert?
5. Whether mass media advert increase the sales volume of pampers and indomie in Enugu metropolis?

 

 

 

 

 

 

 

1.5  HYPOTHESIS FORMULATION

The researcher formulate both null and alternative hypothesis using the above research questions.

1. Ho: Children are not satisfied with indomie and

pampers product.

Hi:   Children are satisfied with indomie and pampers product.

2. Ho: The product price does not discourage most

parents from affording the product to their children.

Hi:   The product price discourage most parents from affording the product to their children.

3. Ho: Power failure does not interfere to mass media

advert effectiveness

Hi:   Power failure interfere to mass media advert effectiveness.

4. Ho: Mass media advert does not increase the sales

volume of the product.

Hi:   Mass media advert increase the sales volume of the product.

1.6  SIGNIFICANCE OF THE STUDY

The above study on the effect of mass media advertisement on children will be of beneficially to the researcher, other forth coming research, media house management as well as the producer of management as well as the producer of the product indeed, the study will benefit the researcher based on the fact that the topic of discussion was chosen from the researcher discipline and these will go along way improving the knowledge of the researcher.

Moreso, other forth coming researchers will benefit from the study especially those who may wish to carryout similar/related project topic with the above topic, ie. to say, the documentation of the researcher will serve as reference, material and so on.

Furthermore, the research work will be benefit to the producers of pampers and indomies on the basis for advertising and also means for evaluating each mass media component in order to ensure it effectiveness.

In addition, the study will benefit mass media house management on how best to improve their communication effectiveness in reacting to the general publics.

 

1.7  SCOPE OF THE STUDY

The scope of the study on the effect of mass media advertisement on children in terms of indomie and papers product will be based on Enugu state that will further be narrow down to Enugu metropolis for proper analysis.

 

1.8  DEFINITION OF TERMS

Advertising:  Is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor (Kotler P. 2010:416).

Mass Media:  Mass media consist of the various means by which information reaches large numbers of people, such as television, radio, movies, newspaper and the internet (Josephat, 2008:6).

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THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

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

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.

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.

Jones (1955:14) sees it this way: in England in the early days of the point to twin the attention of voters.

The American marketing association (AMA) defines it as:

An paid form of non- personal presentation and promotion of ideas and services by an identifies sponsor.

The advertising Age (1932:4) an Ad magazine) has a summary of the views of some professionals in the filed thus: advertising is the printed written spoken or pictured representation of a person, product, services or movement openly sponsored by the advertiser and at his expense for the purpose of influencing sale, use vote or endorsement

Finally, Starch (1966:2) sufficiently defines advertisement as: the paid

form of  mass communication designed to influence people to favour a product in order to induce them to buy it.

From the foregoing definitions and views we can begin to see that advertisings has the following more purpose for business, especially the hotel entities:

1. To create awareness on the availability of a product uses, vote. Person, idea, etc.
2. To educate the target user on the constituents of what is being advertised.
3. To offer other services, such as how to use the product, where to get it, what the cost is etc.
4. To induce sales.
5. Ultimately to increase and maximize profit thereby enhancing the revenue base of the business –hotel

These (above) are only a tip of the iceberg on what advertising is capable doing for hotel business.

 

• STATEMENT OF PROBLEM

Hotel businesses market their goods and services to both internal and external publics in order to real profit for further survival and growth of the variables. Advertising as one of the variable of the marketing communication helps in actualizing not only marketing objectives of the organization

It is however, said to note that some hotels especially in Enugu urban  hardly  utilize  or avoid themselves of the  unique services offered by modern advertising. In some cases, it is hard to identify the location of these hotels what they offer, their modus operandi and the likes to such (these hotels) the minimal revenue accruing to the business is enough. Therefore to  involve advertising is to insure unnecessary cost, they  ignorantly consider advertising a chasmal waste of time and resources. This indeed is a sad commentary.

The unavoidable consequences are:

• These hotels remain perpetually hidden and unknown.
• They end up operating below their capacities.
• Business yields continually decrease over the years.
• Some end up paying the supreme sacrifice of untimely demise.

It is therefore the intention of this study to critically review the likely benefits hotel business will make in terms of profit maximization by availing themselves and using the communication tool of advertising.

 

• OBJECTIVES OF THE STUDY

The prime objective of this study is to find out the effectiveness of advertising in profit maximization of hotel business in Enugu metepolis.

Additionally, the study will also aim at the following th determine the general impact of advertising on consumers.

To determine the  extent of consumer awareness of hotel advertisement.

To identify what consumer patronage of these hotels are as a result of advertising.

To make recommendations in line with our observations.

 

• RESEARCH QUESTION

Does effective advertising lead to increase in profit of hotel business in Fnugu urban

Are customers and the general public aware of hotel advertisement?

To what extent do these adverts influence customer patronage of these hotels?

What medium of advertising is most effective for hotel advertisement?

 

• FORMULATION OF HYPOTHESIS

Ho: the effectiveness of advertising leads to profit maximization of hotel business in Enugu urban.

Hi: The extent of customer and the general public awareness of hotel business is unsatisfactory.

Ho: Advertising influences customers patronage of hotel business.

 

• SIGNIFICANCE OF THE STUDY

The study will be of importance to advertisers, hotel business and the general public.

It is anticipated that results from this study will help to evaluate and identify better ways of making hotel advertising and business operations more effective.

It will additionally add to the existing  body of knowledge of advertising and other related fields.

 

• SCOPE OF THE STUDY

The study will cover only major hotel in Enugu urban. Hotels outside this zone will not be studied so as to make more realistic investigation

 

 

 

 

• LIMITATION OF THE STUDY

Time and money constant constituted a serious log in the wheel of progress of this study

Literacy level and the culture of secrecy nearly hampered the success of the work pressure of work was also a major source of worry to the researcher.

With all sense of humility, the researcher lacked the requisite expert knowledge on data analysis- the use of high scientific equipments such as the computer which could have aided and speeded up the effective analysis of collected data, such aspects of the investigation were done normally.

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