Category Archives: Marketing project materials with abstract

MARKETING PRACTICES AND CONSUMER SATISFACTION IN THE HOTEL INDUSTRY

MARKETING PRACTICES AND CONSUMER SATISFACTION IN THE HOTEL INDUSTRY

(A CASE STUDY OF ABIA HOTEL LTD. UMUAHIA

 

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ABSTRACT

If management is to maximize customer satisfaction and resulting profits. It must recognize that components of satisfaction are of varying degrees of importance to the consumer. Also it must realize that these same factors huge wide variations in cost although they provide different levels of satisfaction. Consequently, management should adopt a marketing mix policy that will provide satisfaction and at the same time make profit. To do this, management should start by defend the characteristic needs, and want of its market and market segments so it can modify its service mix and communication strategy to serve that market segmentation is important both conceptually and practically because it allows the management to analyse and improve care of discrete part of the total consumer market. This form of market research can be expensive, time consuming and misleading. Though many hotels are already trying to monitor consumer satisfaction by soliciting suggestions and complaints. Management do not often see their hotels as a product but total services do meet the definition of something that satisfies a need for.

 

 

 

 

 

 

 

 

 

TABLE OF CONTENTS

 

CHAPTER ONE

1.0     Introduction …………………………………………………………………..1

  • Background of the study ………………………………………………..1
  • Statement of the problem………………………………………………..2
  • Purpose of the study ………………………………………………………4
  • Significant of the study…………………………………………………..4
  • Research question ………………………………………………………….6
  • Operational definition of terms ……………………………………..7

CHAPTER TWO

Literature Review ………………………………………………………….8

  • Introduction …………………………………………………………………..8
  • Review of Related Literature…………………………………………..9
  • Summary of literature review ………………………………………40

CHAPTER  THREE

Research Methodology………………………………………………….42

  • Design of the study ………………………………………………………42
  • Area of the study…………………………………………………………..42
  • Population of the study…………………………………………………42
  • Instrument for data collection ………………………………………43
  • Sample size…………………………………………………………………..43
  • Validity of the Instrument ……………………………………………43
  • Distribution and retrieval of instruments……………………..44
  • Method of data collection ……………………………………………44

CHAPTER FOUR

4.1     Data presentation and Analysis ……………………………………45

CHAPTER  FIVE

Summary, conclusion and Recommendation

  • Summary of findings ……………………………………………………56
  • Conclusion …………………………………………………………………..59
  • Recommendation …………………………………………………………60
  • Limitations of the study………………………………………………..61
  • Suggestions for further research …………………………………..61

References…………………………………………………………………….62

Appendix A …………………………………………………………………64

Questionnaires ……………………………………………………………..65

 

 

 

CHAPTER ONE

1.0     INTRODUCTION

1.1     BACKGROUND OF THE STUDY:

The hotel industry is regarded as a service industry whose product cannot be separated from it, in space or time. it provides intangible services as stated by George (1986) much credit is given to the article to PATHMELL, which he gave a good description of the difference between goods and services and went further to distinguish the marketing characteristics of services. In recent time, there has been difficulty in hotel, motel, Guest House, inns, clubs etc due to this factor. It has become difficult to distinguish between the provision of separated demand for meals and refreshments away from home for the demand of drinks in relation with overnight shelter.

This study however intend  to use the hotel as a concept which aim to satisfy the demand for accommodation, food, drinks, and a spot for relaxation away from  home. To make it more explicit, GRACE and PAIGE (2003) use the hotel management which defines it as an establishment  offering food and drinks and sleeping accommodation if so required to any travel who appears to be able and willing to pay for service and facilities provided. Like all industries an effective marketing system is necessary for the achievement of the primary goals of the industry which is profit marketing orientation through consumer satisfaction.

  • STATEMENT OF THE PROBLEM

Marketing hotel services are those services which must attempt other profit oriented business. simultaneously, the interest of several group of the public (customers, share holders, employers) so is the total industry, whatever the market environment is, the management is faced with balancing the level of marketing effort directed to achieving customer satisfaction and corporate profitability. To some, “|Hotel” have came to be regarded not as autonomous institution but rather as a complex organ within the business activities. It is influenced by both social and technological changes with in its environment. This dynamic nature of society and technology call for the development of the right strategy to satisfy its market. The hotel functions as an organization of its success which lies in the philosophy of the marketing concept.

Drucker (1995) expressed it this way “that nobody pays for the products” what is paid for is satisfaction. On the other hand, ditcher (1992) puts it in another form that most purchase or actions are made less because of the satisfaction promised to the consumer ego. In Nigeria, there are different grades of hotels (international, medium, local, and others) they all practice one form of marketing function or the other to meet their objectives it is assumed that the size affects the level of marketing practice and level of satisfaction in the hotels. This study therefore hopes to dig this out.

1.3     PURPOSE OF THE STUDY

  1. This study intends to investigate marketing practices and consumer satisfaction in the hotel industry (A case study of Abia Hotel Ltd. Umuahia).
  2. To develop a broad vision about Hotel industry business.

3        To acquire the necessary managerial stills require running the hotel industry.

4        To develop and strengthen the hotel industry.

1.4     SIGINIFICANCE OF THE STUDY

For any hotel industry, the consequences, marketing practices and consumer satisfaction attract are extremely important. By discovering the attitude of workers on factors related to the consumer satisfaction, hotel industry will know that there is high or low consumer satisfaction and they find out the factors, affecting the industry. An industry can then correct bad situation where necessary on the other hand, there is high satisfaction and the industry will make attempts to keep or even increases the consumer satisfaction at that level.

Moreover, if the level of consumer satisfaction affects their performance, it will benefit the hotel  but if they can equip available workers these factors that affects consumer satisfaction will hereby make them improve in sales volume of hotel industry. In Nigeria, it hotel workers are provided, all they need is to make them satisfied. There will be industrial peace, whereby there will be less strikes and industrial action. These that will benefit from this study are:-

  1. Politicians
  2. Travelers
  3. Business men.
  4. Politicians: They usually have their meetings and conference in the hotel, and sometimes lodge their for security reasons.
  5. Travelers: Many travelers lodge in the hotel because they may arrive lath in the night at the park and they need shelter, they will lodge at the hotel.
  6. Business men: Some of these business sometimes do their business at the hotel or meet their business partners at the hotel for security reasons.

1.5     RESEARCH QUESTIONS

  1. How effective is the organization achieving the great influence in the environment?
  2. Is marketing hotels services simple like any other profit oriented business?

3        Is there any difference in satisfaction between young and old people as four as hotel services are concerned?

1.6     OPERATIONAL DEFINITION OF TERMS

Hotel industry: The hotel is regarded as a services industry whose product cannot be separated from it in space or time marketing: This is regarded as a social process by which individuals and group obtain what they need and want through creating, offering and freely exchanging products and services of values with other (Kolter, Philip, 2008). Consumer satisfaction: consumer satisfaction refers to the meeting of the needs physiological, cultural, economic of the consumer.

 

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IMPACT OF PERSONAL SELLING ON THE SALES OF DURABLE CONSUMER GOODS

THE IMPACT OF PERSONAL SELLING ON THE SALES OF DURABLE CONSUMER GOODS (A STUDY OF ATLSA CARPET WORLD ENUGU)

 

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                                        ABSTRACT

This project is focused on the impact of personal selling on the sales of durable consumer goods of Atlas Carpet World Enugu. It is common knowledge that personal selling as one of the promotional tolls available to a marketer indispensable in the sales of consumer product. In the course of the study the researcher employed exploratory approach to acquire the needed information through the use of questionnaire, personal selling interview and observation. Base on the recommendation the company should boost the sales force performance and the organization profitability. Also more salesman should be employed and give them adequate training and incentive so as to ensure proper coverage of the existing and potential market.

 

PROPOSAL

This project is focused on the impact of personal selling on the sales of durable consumer goods of Atlas Carpet World Enugu. It is common knowledge that personal selling as one of the promotional tools available to a marketer indispensable in the sales of consumer product. Personal selling enable marketers to tailor their presentation to fit the needs, wants, motives and behaviour of individuals customers to a particular sales approach, personal selling often result to particular purchase. The need for personal selling increases with the complexity of products and services for these reasons, manufacturer like to promote their goods and services through personal selling. Personal selling is unique in nature, the quality include personal confrontation, cultivation of personal relation between the seller and the buyer for immediate response. The degree at which personal selling is used might depends on the nature of product.

 

 

The similarities in the consumption and maintenance patterns of durable and capital goods sometimes obscure the dividing line between the two. The longevity and the often higher cost of durable goods usually cause consumers to postpone expenditures on them, which makes durables the most volatile (or cost-dependent) component of consumption. This research work contains the following:

Chapter One:

This part contains; statement of problem, research objective, significant of study.

Chapter Two:

This part of the write up is the view of what various authors have written on the personal selling as one of the important promotional tools in the marketing of durable consumer goods and services. This review is to give the research work a very strong foundation and reliability.

Chapter Three:

The researcher intends to acquaint the reader of this project work with information regarding the procedure of scientific inquirer used in this research work. The researcher will use percentage expression to estimate the population of management salesmen and distributor. The total population of management staff is estimated to be 60 out of which 15 1.6 will be selected as the sample size. Salesperson is estimated to be 40 percentages which 10 person are taken as the sample (14). The distributor and outlet of the company are (1.3) about 90 percentages out of which 30 will be selected as a sample size. This sample size is taken from Enugu metropolis. A stratified random sampling technique will be use in selecting the represent in which each of the sampled of the Atlas Carpet World would be expected to complete the questionnaire.

 

 

Research Instrument use in carrying out the research work are; questionnaire, personal interview, observation and documentary source.

Chapter Four:

This section of the study deals with the presentation and analysis of data collected from the field work. The data collected will be presented in tabular forms and expressed in percentages.

Chapter Five:

In this chapter, the researcher wishes to summarize the fact from the investigation provide conclusion and recommendation for further study.

 

TABLE OF CONTENT

CHAPTER ONE: INTRODUCTION

  • Background of the study
  • Statement of the problem
  • Objectives of the study
  • Research questions
  • Formulation of hypotheses
  • Significance of the study
  • Scope of the study
  • Definition of terms

 

 

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.0 Introduction

2.1 Conceptual framework

2.1.1 Concept of personal selling

2.2 Theoretical framework

2.3 Modern trend in personal selling

2.4 An overview of personal selling

2.5 Role of personal selling on the marketing of consumer goods

2.6 Impact of personal selling on consumer satisfaction and retention

2.7 The importance of sales forecast of the marketing of durable consumer goods

2.8 The nature and functions of sales force leadership for business growth

2.9 Goal setting and suggestion systems

2.10 Consumer research and decision making process

2.10.1 Evaluation of personal selling in marketing of durable consumer goods

2.11 Company profile

 

 

CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY

3.1 Research design

3.2 Sources of data

3.2.1 Primary source of data

3.2.2 Secondary source of data

3.3 Population of the study

3.4 Sample size determination

3.5 Questionnaire allocation and distribution

3.6 Method of data treatment and analysis

3.7 Limitations of the study

 

 

CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA

4.1 Presentation of data

4.2 Testing of hypotheses

CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

5.1 Summary of findings

5.2 Recommendation

5.3 Conclusion

Bibliography

Appendix

 

CHAPTER ONE

  • INTRODUCTION

1.1 BACKGROUND OF THE STUDY

In modern time especially in Europe and in the United States of America, empirically speaking, the establishment of manufacturing concerns both small and big, had necessitated the working out of means and ways by which such products could be marked, so as to get to the consumers who are the target of the design.

 

Since it was not easy for consumers to easily patronize without question or doubt about the efficiency of the manufactured products been introduced in the market, these firms had to think out means, methods of guaranteeing consumer loyalty which was not easy to get. One of the designs which firms involved in the production of goods and services was through the instrumentality of advertisement of such goods. Another method of engendering sales as applied by firm came in form of sales promotion. But as it were, these strategies as applied by firms to win customer loyalty was not sufficient, hence the need to try another method.

 

Baker and baker (1974) asserts that despite the importance of advertising and sales promotion in disseminating information and stimulating interest in products and services, there were many circumstance where personal contact is necessary to effect a sale.

Baker and Baker (1974:246) was of the opinion that most advertising is generalized and so cannot answer all the consumer information needs. Baker and Baker (1974) Further asserts , that , personal selling provides the impact which advertising or non personal selling cannot offer at the individual level. Personal selling and advertising, the author posits, are complimentary activities and their relative importance will vary depending on the number of product and the buying behaviour associated with it.

Stanton and Stanton (1984:398) sees personal selling as major promotional method used to reach the goal of marketing efforts used to increase profitable sales. It is clear that personal selling strategy have been applied by firms covering wide category of products.

 

1.2 STATEMENT OF PROBLEM

It is a known fact that most firms in Nigeria will only utilize personal selling at the introductory stage of product life cycles while others wish to use it without a proper understanding of the impact that personal selling plays in the realization of marketing objectives which is generating and retaining new and existing customers.

Also, some carpet manufacturing firms here in Nigeria, have not fully utilized and employed personal selling strategies effectively and efficiently. Most rely on sales promotion and advertising without adequately profiling personal selling activities. This has adversely affected sales volume/growth and customer relationship management in Atlas carpet product area.

Furthermore, customers of Atlas carpet product in recent time, have consistently laid the complaint that as carpet companies did not timely respond to complaints about product problem like frequent breakages for want of good quality reinforcement. Many carpet companies lack the understanding of how personal selling would help in answering sales related problems regarding product.

In addition, sales and profitability of carpet organizations have plugged down without the firm analyzing what the impact personal selling portend despite the present economic recession. Carpet firms have consistently employed poor marketing tools with underestimation that personal selling have no relevance in the selling of carpet product. It is the height of the above that the researcher is bent on appraising.

 

1.3 OBJECTIVES OF THE STUDY

The following research objectives have been formulated to guide conduct of the study.

  1. To identify the impact of selling in generating and retaining of new and existing customers of Atlas carpet world product.
  2. To investigate role that personal selling plays in sales volume growth and profitability enhancement for carpet products.
  3. To examine personal selling strategies to see if they can be used in building customer relationship.
  4. To determine how personal selling can be used in sustaining long term customer satisfaction of consumers of Atlas carpet world product.

 

1.4 RESEARCH QUESTIONS

The following research questions were formulated by the researcher to guide conduct of the study.

  1. Does personal selling have impact in generating and retaining new and existing customers of Atlas carpet world product?
  2. Can personal selling play any role in sales volume growth and profitability of Atlas carpet world product?
  3. Can personal selling strategies be used to build customer relationship?
  4. Can improvement of Atlas carpet world product quality be used in sustaining long term satisfaction of consumers through personal selling?

 

1.5 RESEARCH HYPOTHESIS

The following hypotheses were formulated to guide the conduct of this study.

H1: Personal selling does have impact in generating and retaining of new and existing customers for      Atlas carpet world product.

Ho: Personal selling does not have impact in generating and retaining of new and existing customers for Atlas carpet world products.

H1: Personal selling have role to play in sales volume growth and profitability enhancement for Atlas carpet world products.

H0: Personal selling have no role to play in sales volume growth and profitability enhancement for Atlas carpet world.

H1: Personal selling strategies can be used to build customer relationship.

Ho: Personal selling strategies cannot be used to build customer relationship.

H1: Personal selling strategies can be used in sustaining long term satisfaction of consumer of Atlas carpet world product.

Ho: Personal selling strategies cannot be used in sustaining long term satisfaction of consumer of Atlas carpet world product.

 

1.6 SIGNIFICANCE OF STUDY

This research work is aimed at contributing to knowledge in the area of marketing and marketing communication decision. No doubt this work will assist marketers involved in personal selling in decision making, customer relationship and management, marketing planning and control as well as in organizational growth and development.

Management of Atlas carpet world industry as well as other related manufacturing concern, would find this work useful and reliable. Like other field of human endeavour where study carried out left open some gap, it is hoped that this research would present knowledge that can better the utilization and application of personal selling strategies for carpet firms.

Last but not the least, the study would be useful for future researchers, library of universities and the academia in general.

1.7 SCOPE OF STUDY

The scope of study covers Atlas Carpet World Enugu.

 

  • DEFINITION OF TERMS

The following operational terminologies were used in furthering this research work and they are briefly explained hereunder.

CONSUMER: individual that purchase products goods and services), Stanton (1983: 48)

DECISION MAKING: the process at which individual, firm or government select best option among varieties of alternative course of action.

FIRMS: organizations that produce goods and services that satisfy consumers’ want variety of firms constitute industry, Jhinghan, (2006:19).

MARKETING: business activity of presenting product or services in such a way as to make them desirable.

PERSONAL SELLING: face to face personal conversation between a prospect and psychological satisfaction offered to sales. It is anything offered to the market for alteration, acquisition and usage and which can satisfy

 

 

 

Advertisers preferences of media channel problems, choice, and reasons

Advertisers preferences of media channel problems, choice, and reasons (a comparative study of daily sun Newspaper and newswatch  Magazine)

 

 

 

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CHAPTER ONE

INTRODUCTION

  • Background of the study                               1
  • Statement of problems 8
  • Objective of study 9
  • Research questions 9
  • Significance of study                                      10
  • Scope of the study 11
  • Limitation of study 11
  • Definition of terms                                         11

CHAPTER TWO

LITERATURE REVIEW

2.1   Introduction                                                    15

2.2   Media selection                                               15

2.3   Theoretical Framework                                  27

 

 

 

CHAPTER THREE 

RESEARCH METHODOLOGY

3.1   Introduction                                                    31

3.2   Research design                                              32

3.3   Population of the study                                  32

3.4   Sample size                                                     33

3.5   Sampling technique                                       34

3.6   Source of data                                                 35

3.7   Instrument for data collection                       35

3.8   Validation of instrument                                        35

3.9   Method of data analysis                                 36

 

 

 

CHAPTER FOUR

DATA INTERPRETATION AND ANALYSIS

4.1   Introduction                                                    37

4.2   Analysis of demographic data                                37

4.3   Discussion of the finding                                42

 

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1  Summary                                                                43

5.2   Conclusion                                                      43

5.3   Recommendation                                            44

5.4   Recommendation for further studies             45

Reference                                                                47

Appendix                                                         49

Questionnaires                                               50


 

ABSTRACT

This research is on Advertisers Preferences of Media Channels, Problems, Choice and Reasons (A Comparative Study of Daily Sun Newspaper and Newswatch Magazine). This study is designed to find out the level of preferences of different advertisers towards Daily Sun Newspaper and Newswatch Magazine. This study is divided into five chapters in order to present a coherent work. Chapter one focuses on background of study, Statement of Problem, Purpose of Study.

 

 

 

Chapter two focuses on Literature Review and Theoretical Framework. Chapter three focuses on Research Methodology, method and Procedures used in the study. Chapter four deals on Data Presentation and Analysis, while chapter five deals on Summary, Conclusion and Recommendations. What the researcher has in mind is to find out the best channel for advertising. The study proved that Daily Sun Newspaper is more effective in advertising than Newswatch Magazine.

 


 

CHAPTER ONE

INTRODUCTION

1.1  Background of Study

An advertiser can be defined as a person, organization or company that places advertisements in order to target audience or customers. The entire business of a commercial organization or company starts with advertising. That is to say that the rise and fall of the profit of a company depends solely on the expenditure incurred by the advertiser.

A form of marketing communication used to persuade an audience to take or continue some actions, usually with respect to a commercial offering, or political or ideological support.

In Latin, “ad vertere” means to “to turn toward”. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.

According to Wikipedia Atom Feed, Advertising is the communication relayed from companies to persuade an audience to purchase their products this communication is usually through various form of paid media like TV and radio commercials, print adverts, bill boards and more recently, product placement.

Adverts are placed where advertisers believe they will reach the largest, most relevant audience.

Commercial business use advertising to drive the consumption of their product, while non-profit organization may place adverts to raise awareness or encourage a change in behavior or perception.

Advertising messages are usually paid for by sponsors and viewed via various old media including mass media such as newspapers, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail, or new media such as blogs, websites or text messages.

 

 

Commercial advertisers often seek to generate increased consumption of their products or services through “branding” which involves associating a product name or image with certain qualities in the minds of consumers.

 

 

Non commercial advertisers who spend money to advertise items other than a consumer product or service include, political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a Public Service Announcement (PSA).

 

 

According to Jefkins (1998-187) defines advertising media as that which supplies the vehicles for advertising message, carrying them to the right readers, viewers, listeners or passers by. It may also be referred to as the vehicles that propel the messages to where they are needed”.

Advertising media selection is the process of choosing the most cost – effective media for advertising to achieve the required coverage and number of expures in a target audience.

Media selection is typically measured on two dimensions: frequency and spread.

In frequency, it is insufficient for a target audience member to have just one “Opportunity To See (OTS)” the advertisement. In traditional media, around five OTS are believed or required for a reasonable impact. Some research shows that advertisements require significant exposure to consumers before they can even register.

Those viewers who receive fewer OTS are insufficiently motivated, and extra advertising is wasted on those who receive more.

The major steps in media selection as:-

 

 

Deciding on reach, frequency and impact, secondly, choosing among major media types. Thirdly, Decoding on media timing.

The advertiser decides on the reach and frequency of the media channel he is about to choose.

He further considers the percentage of people in the target audience who are exposed to the advertising campaign during a given period of time. Frequency refers to how many times the average person in the target market is exposed to the message. Media impact involves the qualitative value.

The advertiser must decide on how to schedule the advertising over the course of the year. There are different types of media channels open to the advertisers.

They are the Electronic or Broadcasting Media, which includes the radio and television.

According to Neli Kokemuller, magazines and newspapers are important print media used by companies to deliver advertising messages. They share similarities as print media, the strengths and weaknesses of each medium are distinct.

Newspapers tend to offer opportunities for the broadcast range of advertisers, but magazines have strengths in helping you connect with a specific audience.

Not minding these few merits they still have their demerit which is now left for the advertisers to determine.

Advertisers some times choose among magazines and newspaper based on their strength, weakness, lead times, creativity, life span and cost effectiveness.

Magazines are typically read by highly interested audiences because there are specific magazines for various topics. It allows you to reach an audience that has higher potential for persuasion if your products relate closely to the topic of the publication magazines are however more costly than newspapers.

Newspapers on the other hand offer affordable advert rates which benefits small businesses on a tight budget.

 

 

However, despite the fact that newspapers offer color, newspaper design it isn’t nearly as captivating it diminishes as large copy runs. They are useful when reaching a broad geographic market, but they are limited if you have a more specific demographic market.

Newspapers are highly advantageous on targeting geographic market segments. Its publications include local, regional and national newspapers. The lead time of a newspaper is short which an advantage.

However, magazine has narrow audience, long-lead time and more expensive. Though they are more creative and have longer life than newspaper.

 

1.2  Statement of problem

Advertising play an important role in persuading thee target audience to purchase a companies products. That is why we say that the rise and fall of advertising business solely depend on the expenditure incurred by advertiser.

As a result of this the researcher is bent on finding some of the problems encountered by the advertisers while choosing the different media of their choices.

This study therefore is zeroed down to Daily Sun newspaper and Newswatch magazine. The advertisers are faced with the challenges of choosing the between frequency of publication, their life span and cost of effectiveness which will enable them choose the most effective for their advertisement.

 

1.3  Objectives of the Study

The primary aim of this study to enable the researcher determine the most effective media channels of advertisement.

The researcher at the end of this study will be able to bring out the strength and weakness of newspaper and magazine advertisement and give the advertiser the privilege of choosing the media of the choice.   

1.4  Research Question

  • Is Daily Sun and Newswatch magazine effective for advertising?
  • Is the cost of advertising in Daily Sun and Newswatch magazine affordable?
  • Do Daily Sun and Newswatch magazine reach maximum number of people?
  • Is Daily Sun and Newswatch magazine perfect for advertisement?

 

1.5  Significance of the Study

This study will help advertisers and prospective advertisers to determine the best channels to be adopted why advertising for their various companies.

It will also help to elaborate more on the problems that advertisers face why choosing a channel of their choice.

Furthermore, it will also serve as a literature or reference material one can consult in this area of study if the need arises.

 

1.6  Scope of Study        

Determining the media channels preferred by different advertisers for there different advertisement is a very big task. This study in order to be conclusive in its facts finding zeroed it down to Daily Sun Newspaper and Newswatch Magazine using few advertisers in Oko.

 

 

 

1.7  Limitation of Study

There are certain factors or problems encountered by the researcher during the process of finding and collection of data. There were some logistics problems, some respondent were uncooperative with some questionnaire unreturned and unanswered.

 

1.8  Definition of Terms

Some terminologies in this work would be defined for the purpose of understanding properly what the researcher means.

Those terms include:

  1. Advertising: “Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, service or ideas by identified sponsors through the various media” (Bovee, 1992:7).
  2. Advertisers: A person organization or company that places advertisements in order to target customers.
  3. Newspaper: A printed publication (usually issued daily or weekly) consisting of folded unstapled sheets and containing news, feature articles, advertisements and correspondence.
  4. Magazine: A periodical publication containing articles and illustrations, typically covering a particular subject or area of interest. The paper usually have glossy papers.
  5. Media channel: specific medium used in reaching intended audience, such as newspapers, radio station, television stations etc.

 

 

  1. Effectiveness: The degree to which something is successful in producing a desired result success.
  2. Preferences: A greater liking for one alternative over another or others.
  3. Customer: An individual or business that purchases goods or services produced by a business, since it is the customer who pays for supply and creates demand.
  4. Communication: Two way process of reaching mutual understanding in which participant not exchange (encode-decode) information, news ideas and feeling but also create and share meaning.
  5. Consumption: The process in which the substance of a thing is completely destroyed, used up or incorporated or transformed into something else. Consumption of good and services is the amount of them used in a particular time period.
  6. Branding: The process involved in creating a unique name and image for a product in the consumer’s mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
  7. Frequency: the number of time that an event occurs within a given period.
  8. Market segment: the process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demands characteristics.

 

CHAPTER TWO

LITERATURE REVIEW

 

 

 

These are some of the higher institutions in Nigeria website we partner with in research. You can get information on the schools through their websites below.

COLLEGE OF EDUCATION

Adeyemi College of Education, Ondo, .

Alvan Ikoku College of Education, Owerri, .

Alvan Ikoku College of Education, Owerri, .

Federal College of Educ. Abeokuta, .

Federal College of Education, Eha-Amufu, .

Federal College of Education, Kano, .

Federal College of Education, Katsina, .

Federal college of Education, Kontagora, .

Federal College of Education, Obudu, .

Federal College of Education, Okene, .

Federal College of Education, Okene, .

Federal College of Education, Pankshin, .

 Federal College of Education, Yola, .

Federal College of Education, Zaria, .

Federal College of Education (Technical), Akoka, .

Federal College of Education (Technical), Asaba, .

Federal College of Education (Technical), Bichi, .

Federal College of Education (Technical), Gombe, .

Federal College of Education (Technical), Gusau, .

Federal College of Education (Technical), Omoku, .

Federal College of Education (Special) Oyo, .

State college of education Past Questions, jamb exam, jamb registration Form And Admissions List

College of Education, Agbor, .

Akwa-Ibom State College of Education, Afaha-Nsit, .

College of Education, Akwanga, .

College of Education, Akwanga, .

Cross River State College of Education, Akamkpa, .

Adamu Augie College of Education, Argungu, .

College of Education, Azare, .

Bayelsa State College of Education, Okpoama, .

Emmanuel Alyande College of Education, Oyo, .

Enugu State College of Education (Tech.) Enugu, .

College of Education, Ekiadolor, .

Umar Suleiman College of Education, Gashua, .

College of Education, Gindiri, .

Michael Otedola College of Primary Education, Moforiji, .

College of Education, Port Harcourt, .

Adeniran Ogunsanya College of Education, Otto, .

Tai Solarin College of Education, Ijebu-Ode, .

Tai Solarin College of Education, Ijebu-Ode, .

Ebonyi State College of Education, Ikwo, .

College of Education, Ikere, .

College of Education, Ilesha, .

College of Education, Ilesha, .

College of Education, Ilorin, .

College of Education, Jalingo, .

Kano State College of Education, Kumbotso, .

College of Education, Benue, .

Kebbi State College of Education, Argungu, .

College of Education, Minna, .

Nwafor Orizu College of Education, Nsugbe, .

College of Education, Oju, .

College of Education, Oro, .

College of Education, Oro, .

Oyo State College of Education, Oyo, .

www.eacoedoyo.com

College of Education, Warri, .

College of Education, Warri, .

FCT College of Education, Zuba, .

 

Private college of education in Nigeria Past Questions, jamb exam, jamb registration Form And Admissions List

Angel Crown College of Education, Gidan-Daya, .

Elder Oyama Memorial College of Education, Ofat-Adun, .

Assanusiyah College of Education, Odeomu, .

African Thinkers Community of inquiry College of Education, .

Best Legacy College of Education, Ikirun, .

 

Bauchi Institute for Arabic and Islamic Studies, .

Calvin Foundation College of Education, Naka, .

Harvard Wilson College of Education, Aba, .

Hill College of Education, Akwanga, .

Institute of Ecumenical Education, Enugu, .

College of Education, Foreign Links Campus Moro, .

College of Education, Foreign Links Campus Moro, .

Diamond College of education aba . past questions,jamb news, admission form and list

Muhyideen College of Education, Ilorin, .

ONIT College of Education, Abagana, .

The African Church College of Education, Lagos, .

St. Augustine College of Education, Yaba, .

Yewa Central College of Education, Ogun, .

 

List of all the Federal Polytechnics in Nigeria

Air Force Institute of Technology Nigerian Air Force,

Air Force Institute of Technology Nigerian Air Force,  Akanu Ibiam Federal Polytechnic, Unwana, .

 

Nigeria Army School of Military Engineering, 

Federal Polytechnic, Ado-Ekiti

 

Federal Polytechnic, Ado-Ekiti

 

Federal Polytechnic, Bauchi,

 

Federal Polytechnic, Bida,

 

Federal Polytechnic, Bida,

 

Federal Polytechnic, Damaturu,

 

Federal Polytechnic, Ede, Osun State,

 

 Federal Polytechnic, Ida,

 

 Federal Polytechnic, Ilaro,

 

Federal Polytechnic, Ile-Oluji, Ondo State,

 

Federal Polytechnic, Mubi,

 

Federal Polytechnic, Namoda,

 

Federal Polytechnic, Nassarawa,

 

Federal Polytechnic, Nekede,

 

Federal Polytechnic, Nekede,

 

Federal Polytechnic, Offa,

 

 Federal Polytechnic, Offa

 

 Federal Polytechnic, Oko,

 

Kaduna Polytechnic, Kaduna,

 

Hussaini Adamu Federal Polytechnic,

 

Nigeria Army School of Military Engineering,

 

Federal College of Animal Health and Production Technology,

 

Waziri Umaru Federal Polytechnic Birnin Kebbit

 

Yaba College of Tech, past questions,

 

List of State Polytechnics in Nigeria

 Abraham Adesanya Polytechnic,

 

 Adamawa State Polytechnic,

 

Akwa-Ibom State Polytechnic, Ikot-Osurua,

 

Benue State Poly, Ugbokolo,

 

Gateway Polytechnic, Igbesa,

 

Rufus Giwa Polytechnic,

 

Rufus Giwa Polytechnic,

 

The Polytechnic, Ibadan, .

 

Institute of Mgt. and Tech, .

 

Imo State Polytechnic, Umuagwo, .

 

Kano State Polytechnic, .

 

Kogi State Polytechnic, Lokoja, .

 

Kwara State Polytechnic, Ilorin, .

 

Lagos State Poly, Ikorodu, .

 

Moshood Abiola Poly, .

 

Nasarawa State Polytechnic, .

 

Nuhu Bamalli Polytechnic, .

 

Delta State Polytechnic, Ogwashi-Uku, .

 

Osun State Poly, Iree, .

 

Osun State Poly, Iree, .

 

Osun State College of Tech, Esa-Oke, .

 

Delta State Polytechnic, Ozoro, .

 

Plateau State Polytechnic, Barkin-Ladi, .

 

Adamawa State Poly, .

 

Rivers State College of Arts and Science, .

 

Rivers State College of Arts and Science, .

 

Rivers State Polytechnic, .

 

Gateway Polytechnic Saapade, .

 

Edo State Inst. of Tech and Mgt, Usen, .

 

Niger State Poly, Zungeru, Niger State, .

 

 

List of Private Polytechnics in Nigeria

 

Allover Central Polytechnic, .

 

Crown Polytechnics, .

 

Covenant Polytechnic, .

 

Dorben Polytechnic, Bwari-Garam Road, .

 

Fidei Polytechnic, Gboko, .

 

Grace Polytechnic, .

 

Grace Polytechnic, .

 

Igbajo Polytechnic, .

 

The Polytechnic, Ile-Ife, NITEL Road, .

 

Lagos City Poly, Ikeja, Lagos State, .

 

Light House Polytechnic, Eubuobanosa, .

 

Interlink Polytechnic, .

 

Kings Polytechnic, Ubiaja, .

 

RONIK Polytechnic, .

 

Shaka Polytechnic, Polytechnic, Benin city, .

 

Temple-Gate Polytechnic, .

 

Wolex Polytechnic, .

 

Prime Polytechnic, .

 

The Polytechnic Imesi-Ile, Osun, .

 

Heritage Polytechnic, Ikot Udota, .

 

Ibadan City Polytechnic, .

 

 

 

List of State Polytechnics in Nigeria

 

 Abraham Adesanya Polytechnic, Ijebu-Igbo, .

 

Abia State Polytechnic, .

 

Adamawa State Polytechnic, .

 

Akwa-Ibom State Polytechnic, Ikot-Osurua, .

 

Benue State Poly, Ugbokolo, .

 

Gateway Polytechnic, Igbesa, .

 

Rufus Giwa Polytechnic, .

 

Rufus Giwa Polytechnic, .

 

 

The Polytechnic, Ibadan, .

 

Institute of Mgt. and Tech, .

 

Imo State Polytechnic, Umuagwo, .

 

Kano State Polytechnic, .

 

Kogi State Polytechnic, Lokoja, .

 

Kwara State Polytechnic, Ilorin, .

 

Lagos State Poly, Ikorodu, .

 

Moshood Abiola Poly, .

Nasarawa State Polytechnic, .

 

Nuhu Bamalli Polytechnic, .

 

Delta State Polytechnic, Ogwashi-Uku, .

 

Osun State Poly, Iree, .

 

Osun State Poly, Iree, .

 

 

Osun State College of Tech, Esa-Oke, .

 

Delta State Polytechnic, Ozoro, .

 

Plateau State Polytechnic, Barkin-Ladi, .

 

Adamawa State Poly, .

 

Rivers State College of Arts and Science, .

 

Rivers State College of Arts and Science, .

 

 

Rivers State Polytechnic, .

 

Gateway Polytechnic Saapade, .

 

Edo State Inst. of Tech and Mgt, Usen, .

 

Niger State Poly, Zungeru, Niger State, .

 

 

List of Private Polytechnics in Nigeria

 

Allover Central Polytechnic, .

 

Crown Polytechnics, .

Covenant Polytechnic, .

 

Dorben Polytechnic, Bwari-Garam Road, .

 

Fidei Polytechnic, Gboko, .

 

Grace Polytechnic, .

 

Grace Polytechnic, .

 

 

Igbajo Polytechnic, .

 

The Polytechnic, Ile-Ife, NITEL Road, .

 

Lagos City Poly, Ikeja, Lagos State, .

 

Light House Polytechnic, Eubuobanosa, .

 

Interlink Polytechnic, .

 

Kings Polytechnic, Ubiaja, .

 

RONIK Polytechnic, .

 

Shaka Polytechnic, Polytechnic, Benin city, .

 

Temple-Gate Polytechnic, .

 

Wolex Polytechnic, .

 

Prime Polytechnic, .

 

The Polytechnic Imesi-Ile, Osun, .

 

Heritage Polytechnic, Ikot Udota, .

 

Ibadan City Polytechnic, .

List of Federal Universities in Nigeria

 

Abubakar Tafawa Belewa University, .

 

Ahmadu Bello University, Zaria, .

 

Bayero University, Kano, .

 

Federal University, Gashua, .

 

Federal University of Tech, Akure, .

 

Federal University of Petroleum Resources, Effurun, .

 

Federal University of Technology, Minna, .

 

Federal University of technology, Owerri, .

 

Federal University Dutse, .

 

Federal University Dutsin-Ma, .

 

Federal University, Ndufu-Alike, .

 

Federal University, Otuoke, .

 

Federal University, Wukari, .

 

Federal University, Birnin Kebbi, .

 

Federal University, Gusau

 

Michael Okpara Univeristy of Agric, Umudike, .

 

Modibbo Adama University of Tech, Yola, .

 

National Open University of Nigeria, .

 

Nigeria Police Academy Wudil, .

 

Nigeria defense Academy, Kaduna, .

 

Nnamdi Azikiwe University, Awka, .

 

Obafemi Awolowo University, Ile-Ife, .

 

University of Abuja, Gwagwalada, .

 

University of Agriculture Abeokuta, .

 

University of Agriculture Markurdi, .

 

University of Benin, .

 

University of Calabar, .

 

University of Lagos, .

 

University of Maiduguri, .

 

University of Nigeria Nsukka, .

 

University of Port-Harcourt, .

 

University of Uyo, .

 

Usmanu Danfodiyo University, .

 

 

 

List of State Universities in Nigeria admission list

 

Abia State University, Uturu, .

 

Adamawa State University, Mubi, .

 

Adekunle Ajasin University, Akungba, .

 

Amrose Alli University, Ikot Akpaden, .

 

Anambra State University of Sc. & Tech, Uli, .

 

Anambra State University of Sc. & Tech, Uli, .

 

Bauchi State Unibversity, Gadau, .

 

Benue State University Markurdi, .

 

Bukar Abba Ibrahim University, Damaturu, .

 

Cross River State University of Sc. & Tech, Calabar, .

 

Delta State University Abraka, .

 

Ebonyi State University, Abakaliki, .

 

Ekiti State University, .

 

Enugu State University of Sc. & Tech. Enugu, .

 

Gombe State University, Gombe

 

Ibrahim Badamasi Babangida University, .

 

Ignatius Ajuru University of Education, .

 

Imo state University,Owerri, .

 

Jigawa State University, .

 

Kaduna State University, Kaduna .

 

Kano University of Sc. & Tech, Wudil

 

Kebbi State University, Kebbi, .

 

Kogi State University, Anyigba, .

 

Kwara State University, Ilorin, .

 

Ladoke Akintola university of Tech, .

 

Lagos State University Ojo, .

 

Nasarawa State University, Keffi, .

 

Niger Delta University, Yenagoe, .

 

Olabisi Onabanjo University Ago-Iwoye, .

 

Ondo State University of Sc. & Tech, Okitipupa, .

 

Osun State University, Oshogbo, .

 

Plateau State University, Bokkos, .

 

Rivers State University of Sc. & Tech, .

 

Tai Solarin University of Education, Ijebu-ode, .

 

Taraba State University, Jalingo, .

 

Umaru Musa Yar’Adua University, .

 

Private Universities

Achievers University, Owo, .

 

Adeleke University, Ede, .

 

Afe Babalola University, Ado- Ekiti, .

 

African University of Sc. & Tech, Abuja, .

 

Al-hikmah University, Ilorin, .

 

Ajayi Crowther University, Ibadan, .

 

Al-Qalam University, Katsina, .

 

American University of Nigeria, Yola, .

 

Babcock University, Ilishan, .

 

Baze University, .

 

Bells University of Technology, Otta, .

 

Benson Idahosa University, Benin, .

 

Bingham University, New Karu, .

 

Bowen University, Iwo, .

 

Caleb University, Lagos, .

 

Caritas University, Enugu, .

 

CETEP City University, Lagos, .

 

Covenant University, Ota, .

 

Crawford University, Igbesa, .

 

Crescent University, .

 

Elizade University, Ilara-mokin, .

 

Fountain University, Oshogbo, .

 

Gregory University, Uturu, .

 

Hallmark University, .

 

Igbinedion University, Okada

 

Joseph Ayo Babalola University,Ikeji, .

 

Kwararafa University, Wukari, .

 

Lead City University, Ibadan, .

 

Madonna University, Okija

 

Mcpherson University, Seriki

 

Nigerian-Turkish Nile University, Abuja, .

 

Novena University, Ogume, .

 

Obong University, Obong Ntak, .

 

Oduduwa University, Ipetumodu, .

 

Pan-African University, Lagos, .

Paul University, Awka, .

Redeemer’s University, Mowe, .

Renaissance University, Enugu, .

Salem University, Lokoja, .

Tansian University, Umunya, .

University of Mkar

Veritas University, .

Wellspring University, Edo, .

Wesley University of Sc. & Tech, Ondo, .

Western Delta University, Oghara

THE APPRAISAL OF THE MARKETING CONCEPT IN THE BANKING INDUSTRY

 

Click here to download our android mobile app to your phone  for more materials and others

COMPLETE PROJECT  MATERIAL COST 5000 NAIRA OR $10 , 

. A FRESH TOPIC NOT LISTED ON OUR WEBSITE COST 50,000 NAIRA ( UNDERGRADUATE) OR 100,000 FOR SECOND DEGREE STUDENTS. $500. PLUS  FREE SUPPORT UNTIL YOU FINISH YOUR PROJECT WORK. CONTACT US TODAY, WE MAKE A DIFFERENT. DESIGN AND WRITING IS OUR SKILLED.  DESIGN AND WRITING IS OUR SKILLED.

Note: our case study can be change to suit your desire location . we are here for your success.

                                   ORDER NOW

MAKE YOUR PAYMENT  INTO ANY OF THE FOLLOWING BANKS:
 GTBANK
Account Name : Chi E-Concept Int’l
ACCOUNT NUMBER:  0115939447
First Bank:
Account Name: Chi E-Concept Int’l
Account Name: 3059320631

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

Enter Amount

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

 

 

CHAPTER ONE

INTRODUCTION

1.1      BACKGROUND OF THE STUDY

As competition between businesses geared up, if becomes imperative to turn, attention to customers needs and wants which are naturally insatiable. The marketing concept arose to challenge all other previous concept. Orjih (1998) in his book “Seminar in Banking and finance.” Concluded that marketing concept holds the key to achieving organizational goals consists in determining the needs and wants of target markets and delivering the desired satisfaction more / effectively and efficiently than its competitions. The marketing concept is of frame of mind which the market focus, customer orientation coordinated marketing and profitability.

The marketing concepts starts with a well defined market, and the organization that determines who its markets will be, who he hopes to satisfy as concluded by Melver and Geoffrey (1980) in book “Marketing financial services.

By customer orientation, it implies that the customer’s need is defined from customer’s view point and not from the aspect of the company. The customers orientation seeks to crown the customers as “king” recognizing the fact that the customers is the life blood of an organization. A business man once said that “Our aim goes beyond satisfying the customers”. Coordinating marketing entails that all the various marketing function like, advertising, marketing research, sales forces and so on due properly integrated and must be well coordinated with other departments in the company. The companies are to make profit. A company will make more profit, if it satisfies its customer’s needs better than competitors. Therefore, in applying the marketing concept, companies would produce what the customers want, and by so doing, they maximize more profit.

Several authors have stated the need to adopt the marketing concept by the business entities. Kotler (1997) in his book “marketing management analysis, planning and control”.

Said that most companies do not really grasp or embrace the marketing concept until they are driven to it by circumstance like, sales dechine, slow growth, changing of buying patterns by the customers, increasing competition and increase in marketing expenditure. The emergence of  banking industries and its services in Nigeria can be traced back to 100years ago. The activities of transactional corperation, the financial transactions of the colonial government the decline of the better system of trade and the increasing acceptance of British silver currency, all these required an institution in the form of a commercial banks for softy and transmission of funds, the importation and distribution of British silver coins and provision of credit to the government and trading companies who need the services of the banking industries. Banks were out to make profit interest gotten from the credits granted to these customers, without actually satisfying the customers. They never really thought of the customers as the life blood of the banking industries.

In the past, banks were operating in a seller’s market which made demarketing possible, but the environment is dynamic, such that if bank are taking place in industry and commerce, only banks that are efficient and effective can satisfy customer. This in scarce and abundant economics alike the problem is not production but marketing, if only we accept the truth that mass marketing is a pre-requisite for a successful mass production. Therefore, marketing consideration can only be the most critical factor in any business planning.

1.2      STATEMENT OF THE PROBLEMS

In banking industries, the quality of services rendered by the banks have been attracting critisms from people in all works of life. The government functionaries, businessmen, the media and the general public are all very critical of banking services. The complaint ranges from those of efficiency, favouritism, long delays in casting cheques or making withdrawals, tardiness in granting loans or credits, unfriendly attitude of bank workers. Even the government that own a sizeable proportion of shares in most banks is known to constant aceusation of banks for not identifying enough with nation’s aspiration. That is the reason why one time the general staff had a cause to appeal to banks to leave arm chair banking and adopt the marketing concept in carrying out banking activities. Most banks do not put their customers in the prime place as there are supposed to be. There is now keen competition and accurate competition means applying the marketing concepts. Now, are these critisms about banks justified, or are they just a mere rundown of banking industry because they are making profit in an era of economic slump?

1.3     OBJECTIVE OF THE STUDY

From all that have been written above, it is the aim of this study to take a segment of the banking industry and study the approach of the banks to their customer.

–         To evaluate the application of the marketing concept by banks as a base for rendering services to their customers.

–         To determine the various ways of marketing of banking services by the banks to their customers.

–         To determine the effectiveness of marketing mix in the marketing of financial services.

–         To identify the problems of marketing of banking services

–         To proffer solutions to the problem of marketing of financial services.

–         To appraise marketing strategies and make recommendations that would be more effective in the marketing services.

1.4     RESEARCH QUESTION

– What is the amount of time spent by customers in carious banks during a normal banking transaction?

– What is the reaction of customers as to the rendering of banks services?

– How does bank staff and customers relates one another?

– Does banks provide enough services and infrastructural facilities?

– Does banks apply marketing concepts by satisfying their customers in the way they render their services?

1.5     RESEARCH HYPOTHESIS

The project is conducted with the aim of providing which to accept between null and alternative hypothesis, which is stated below.

Ho:    Application of marketing concepts is not the bases for rendering    effective service to bank customers by banks.

Hi:    Application of marketing concept is the bases for rendering   effective services to bank customers by banks.

Ho:    Time Consuming is not one of the problems in the banking   services.

Hi:     Time consuming is one of the problems in the banking services

Ho:    Marketing of banking services has not significantly,

Hi:     Marketing of banking services has significantly contributed to        banks profitability.

 

1.6            SIGNIFICANCE OF THE STUDY

There have been so many criticisms about the banking industry in the way they render services to their customers. They do not see their customers as the king. The researcher wants to carry out a research an what banks do and find out if they adopt the marketing concept in the conditions of the services. The researcher also want to have an empirical base either to support all the sources about the poor impression people have on the banks and to advice the banks on how to improve on their services by adopting the marketing concept. The magic formular is adopting marketing as a way of life. A business must learn to think of itself not as producing goods services, but as buying customers and doing the things which will make people we to deal with it. Do banks really know their customers, and are they foucy or love? If my findings and not valid, I would say that there are no bases for the criticisms, but that they arise because the banks are doing well; if there services are actually poor, why should they make so much profit. Are they doing this at the detriment of their customers?

1.7            SCOPE AND LIMITATIONS OF STUDY

The scope of this study is very wide if it has to be carried out in all commercial banks in Nigeria. The study is limited, based on the fact that there is not enough time and resources to see to the whole nation. The study is limited to Enugu and the findings may not be valid for the whole banks in Nigeria, but by and large, what happens in Banks in Enugu can be said to apply to other banks.

SUSTENANCE OF NIGERIAN MASS MEDIA INDUSTRY THE CRITICAL ROLE OF ADVERTISING

 

Click here to download our android mobile app to your phone  for more materials and others

COMPLETE PROJECT  MATERIAL COST 5000 NAIRA OR $10 , 

. A FRESH TOPIC NOT LISTED ON OUR WEBSITE COST 50,000 NAIRA ( UNDERGRADUATE) OR 100,000 FOR SECOND DEGREE STUDENTS. $500. PLUS  FREE SUPPORT UNTIL YOU FINISH YOUR PROJECT WORK. CONTACT US TODAY, WE MAKE A DIFFERENT. DESIGN AND WRITING IS OUR SKILLED.  DESIGN AND WRITING IS OUR SKILLED.

Note: our case study can be change to suit your desire location . we are here for your success.

                                   ORDER NOW

MAKE YOUR PAYMENT  INTO ANY OF THE FOLLOWING BANKS:
 GTBANK
Account Name : Chi E-Concept Int’l
ACCOUNT NUMBER:  0115939447
First Bank:
Account Name: Chi E-Concept Int’l
Account Name: 3059320631

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

Enter Amount

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

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ABSTRACT

          This research work was purely undertaken to discover, evaluate and exhaustively determine the critical role of the advertising in the sustenance of Nigeria mass media industry which has not been fully realized that warranted this study.

This work is in depth study into the role of advertising in the sustenance of Nigeria mass media industry. It is a five chapter work.

Chapter one is an introduction to the work, where as chapter two reviews related literature on the study chapter three is concerned with the research methodology while chapter four gives a summary of the entire work as well as conclusion and recommendation for further studies.

 

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TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION                                                         1

1.1       Background of the study                                   1

1.2       The History of the Media                                   4

1.3       Objectives of the study                                     8

1.4       Significance of the  study                                 8

1.5       Statement of research problem                        9

1.6       Research Questions                                         10

1.7       Research Hypotheses                                                10

1.8       Definitions of Terms                                          11

1.9       Assumptions                                                      13

1.10    Limitations of the study                                     14

CHAPTER TWO

LITERATURE REVIEW

2.1       Sources of Literature                                         15

2.2       Theoretical Frame Work                                   18

2.3         The print Media problem

2.4       Print Media Break Even Means                       20

2.5       Advertising, A case promotion of the Print Media 23

2.6         Advertising and press Freedom                     25

2.7       Broadcast Media                                                27

2.8       Advantages of Advertising in the

Broadcast, Media                                               27

2.9       The Government Advertising and the

Broadcast Media                                                         30

2.10    Broadcast Media and Advertising Agencies has it been sweet Romance.                                                                             33

CHAPTER THREE

RESEARCH METHODOLOGY

3.0       Introduction                                                                  36

3.1    Research Method                                                        36

3.2       Research Design                                                                  37

3.3       Research Sample                                                       39

3.4       Measuring Instrument                                                           39

3.5       Data Collection                                                            40

3.6       Data Analysis                                                               41

3.7       Expects Results                                                                    42

CHAPTER FOUR

DATA ANALYSIS AND RESULTS

4.1       DATA ANALYSIS                                                        43

4.2       Data Distribution And Analysis                                  43

CHAPTER FIVE

5.1       Summary                                                                      55

5.2       Conclusion                                                                   56

5.3       Recommendations                                                      58

References                                                                  60

Bibliography                                                                 62

Questionnaire                                                              66

                               CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE  STUDY

The media and advertising as separate institutions have a unique symbiotic relationship. Dating back to the history of the “Print Media in Nigeria, the Lagos weekly record by John Jackson was able to survive until late eighteen century in the face of low patronage, readership, amateurism, and stiff competition that characterized the    early print media in Nigeria because of government adverts placed in it. This 150 points a year advertisement gave the weekly record about 400 ponds in 1900 the (Fred Omu) (Fed Omu, 1978: 1933).

Today, the trend is still the same. The media men and advertising practitioners cannot still cope without each other. On the hand, there is no way the advertiser can send his message across without the  use of the media.

There are lots of other gains to be derived from the media advertising relations which this paper intends the explore to my capability.

In the mean time, it is relevant to induced at this point a brief definitions of the basic institutions on which lies  the care of this research project, as their importance. The media on one hand is associated with mass communication. The media being the medium for mass communication, and mass communication which involves comminuting with a mass audience or a large number of people at a particular time (Nwosu 1987). Although the use of a mass medium or a combination of media is not mention it is an essential need in mass communication.

Adverting on the other hand, has, many definitions “based on individual under standing, what advertising is (Nwosu , 1999). He believes the best definition of advertising is that “it  is mass communication which is aimed amend at helping to sell goods services , idea, persons” .

This definition apparently point out that advertising and media have a lot in common. Here is becomes necessary to  examine the  extent of the commonalties, and chiefly the ways advertisement is indispensable to the media survived. However, it could not be rule out the fact that there are some basic differences, that are not covered by theme of this research project.

In viewing this study on the side of the broadcast media in Nigeria, the case is still almost the same. Time has actually passed when the Nigerian broadcast stations were been supported solely by government funds. But the begging of the depression, advertising revenue from the sales of time and programmes has become from the sales of time and programmes has become a viral sources of income for broadcast media in Nigeria. Hence the 100% government owned  broadcast media have gone particularly or full commercial.

Lastly, this study would be based on a study of prominent newspapers and broadcast stations.

For better understating of this topic. It is however, pertinent to out line a brief history of the media and how it relates to advertising.

 

1.2       THE HISTORY OF THE MEDIA

The media in Nigeria started as early as 1854 when a publication. IWE IROHN was established by revered gentlemen Henry Town send. At that time it was solely for religions purposes, and as such there was nothing like advertisement in the publication.

Soon after that, a total of fifty – one newspapers was established in 1880 and 1937. The Lagos weekly record own by John Jackson was the publications, and that made it to last longer than other newspapers as the government arranged to pay Jackson a sum of 150 pounds a year or government notices in the weekly record. It should also be observed that advertisement brought a revenue of  about 300 pounds in 1875,  and 400 ponds in 1900.

Noteworthy is the face that contemporary news papers than was not able to last long because of financial difficulties, hence some were running at a loss,  and this was due to lack of advertisement that could have helped to meet cost of production and as well make profit for those newspapers.

Apart from the Lagos weekly record, the Daily. Times which was a partnership venture between certain Nigeria, and European businessmen was another newspaper  was sustained though “ the significant expansion in advertisement support”.

The broadcast media formally started in Nigeria   with the inauguration of Nigeria Broadcasting service. In 1751, in Lagos, this was followed by the establishment of Western Nigeria Broadcasting Service in 1957. Eastern Nigeria Broadcasting service in 1952 and Northern Nigeria Broadcast media was solely founded by the government. In 1967 when 12 stated were created, broadcast media increased. With further creation of states in 1976 and 1988, more broadcasting stations were established as states want it for present and dissention of information of government policies.

Only state own Broadcast media and Nigerian Television Authority (NTA) sell advertise time. The Federal radio corporation (FRCO) was still being funded by the government, not until 1982 when government allowed it to go commercial. This than increase the number of stations in the country, thereby giving advertisers many stations which they can buy air time.

Advertising in Nigeria can be traced back to 1928, when  the former West African publicity  company, now LINTAS led to the advertisement of other advertising outfit as Hormblow code and Freeman, Glilines West Africa, Anger and Tunner, and Nigeria Burean of publicity. One unique characteristic of all these advertising outfit is that they were mainly owned by foreigners.

It is not all that is a success story between 1930  and    1940, in that they have initial problem in the form of ‘absence of local experts, and insufficient publicity houses”.

Between 1928 to 1944 there was not much relationship between the media  and these advertising outfits, as “the press medium begun to play a minimal role in Nigeria advertisement. There were the Daily Times, Lagos Daily News and Nigerian Telegraph. The situation continued until the  1950s and 1960s  that advertising begun to become popular.

In 70s, there was emergence of indigenous advertising outfits funded and owned by Nigerians. As at 1988, there were about 68 advertising with the increase in economic activities and need to promote  products, services, services, ideas, there comes the need to advertising, and the media to send message across.

1.3       OBJECTIVE OF THE STUDY

The objective (s)          of this study is to find out if advertising has any role to play in the sustenance of the media.

It will also of important interest (s) to point out how this role I played, and of  what relevant it is to the media.