EVALUTION OF ADVERTISING AGENCY SERVICE
(A CASE STUDY OF BLACK PROUND ADVERTISING AGENCY)
ABSTRACT
This study attempts to evaluate advertising agency services, using Black and Proud Advertising Agency as a case study. The problem that emanates from the study is that many people misunderstood the business of advertising service and as such have embarked upon. Researchers are yet to underscore the impact of advertising message of buying habits of residence of Enugu and how the various agencies, including Black and Proud have found this trend. It is obvious that advertising message prepared for a target audience will have a positive impact on them is a proper medium is used. The following techniques were employed in the studies by the researcher and they are as follows: Research Design, Population of the study, sampling technique, Method of data analysis, hand in hand circulation of some interesting aspect of the study. And they were reduced into three major postulations. One of its revealed how advertising impacts their target audience with positioning. This assertion is further stressed by Lantman. Lastly it seeks to find out whether advertising campaign enhance market strategies. Also the following recommendations were made: that advertising agencies should fund its practitioners to ensure its efficiency and effectiveness, that it is important for practitioners to implement a code of conduct to guide the practice. Lastly, advertising bodies like Advertising Practitioners Council of Nigeria which should make appropriate and effective representations to the authorities of the state in order to re-appeal obnoxious adverting laws, and make image of the organization. And also on the part of the practitioners, they should in conjunction with their agencies strive to see the law governing such operations. The researcher discovered that advertising has been accorded and note the role of informing, educating and entertaining its audience. These roles have been streamlined towards economic, social and political matters.
TABLE OF CONTENTS
Title page - - - - - - - - - i
Approval page - - - - - - - - ii
Dedication - - - - - - - - - iii
Acknowledgement - - - - - - - iv
Abstract - - - - - - - - - v
Table of contents - - - - - - - vi
CHAPTER 1
Introduction - - - - - - - - 1
1.1 Background of the Study - - - - - 3
1.2 Statement of the Problem - - - - - 7
1.3 Objectives of the Study - - - - - 8
1.4 Significance of the Study - - - - - 9
1.5 Research Questions - - - - - - 9
1.6 Research Hypothesis - - - - - - 10
1.7 Theoretical Framework - - - - - - 11
1.8 Scope of the Study - - - - - - 12
1.9 Limitation of the Study - - - - - 12
1.10 Definition of terms - - - - - - 13
CHAPTER 2
LITERATURE REVIEW - - - - - - - 14
2.1 Sources of Literature Review - - - - - 14
2.2 Review of Related Literature - - - - - 16
2.3 Summary of Literature - - - - - - 21
CHAPTER 3
RESEARCH METHODOLOGY - - - - - 23
3.1 Research Design - - - - - - - 23
3.2 Area of Study - - - - - - - 23
3.3 Population of the Study - - - - - 24
3.4 Research Sample - - - - - - 24
3.5 Sampling Technique - - - - - - 25
3.6 Instrument for Data Collection - - - - 25
3.7 Method of Data Collection - - - - - 25
3.8 Method of Data Analysis - - - - - 26
3.9 Expected Result - - - - - - - 26
CHAPTER 4
DATA PRESENTATION AND ANALYSIS OF DATA - - 28
4.1 Data Presentation - - - - - - 28
4.2 analysis of Research Question/Hypothesis - - 30
4.3 Discussion of Result - - - - - - 37
CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATION - 40
5.1 Summary - - - - - - - - 40
5.2 Conclusion - - - - - - - 41
5.3 Recommendation - - - - - - 41
Bibliography - - - - - - - 43
Appendix - - - - - - - - 44
Questionnaire - - - - - - - 45
CHAPTER 1
INTRODUCTION
Advertising is the most popular, voluminous continuous component of the promotion mix. Formal advertising in Nigeria is traceable to the printing and circulation of the first newspaper entitled “Iwe-Irohim” in September 2000” 11, by Rev. Henry Townsend. This newspaper carried classified adverts, especially on shipping schedule, births, deaths etc.
Advertising no doubt, is a vibrant profession which its practice is hinged on a tripod. These include the following: (i) The advertising media (ii) The advertising agencies (iii) The advertisers.
Other ancillary players however, exist such as photographers, typographers, printers, etc we shall center on only one of the tripods which is our area os research.
Advertising practitioners Council of Nigeria (APCON) defined advertising as a form of communication about products, services or ideas, usually paid for by an identified sponsor and implemented through the media “(APCON 2000: 3) on this definition, it is note worthy however that i) Every communication may not necessarily be advertising ii) Not every media constitutes the advertising media. Building upon APCON definition, we may therefore, formerly define advertising here as “any form of paid communication about offers (goods, services, ideas, persons, institutions, etc) by a sponsor through the mass media.
Advertising Agency: Meaning and relevance
According to Burnett (1984 245) advertising agency is an independent business organization that specializes in providing one or more advertising agencies of their choice from year to year. But, in practice, companies for maintain long standing relationships with their agencies, may be to ensure continuity under the contractual relationship with the client (company or the agency reserves the right to terminate the conduct after due notice had been given) advertising agencies can be limit service (specializing only in one or small portion of total advertising process) or full service (handling every aspect). A full service agency would have the following function areas.
i. Creative: For designing, recommendation and creation of advertisements.
ii. Media: Planning and purchasing media space and time
iii. Financial: Proper accounting records in order to settle media obligations and other financial matters.
iv. Support Services: Marketing research, sales promotion, retail advertising, direct mail and so on.
1.1 Background of the Study
Advertising practice in Nigeria has rise by the establishment by law if the advertising practitioners’ council of Nigeria (APCN). The notable contribution of pioneer advertising practitioners towards the achievement of this enviable position for advertising association like the Association of Advertising (AAPCON) and the outdoor advertising association of Nigeria (OAAN). The present and past leaders of these association have indeed stamped their footprints firmly onto Nigerian advertising sand of time.
They have contributed selflessly towards the attainment of the current outstanding professional states of advertising in this country. They have set a pace, which younger advertising practitioners in Nigeria must match or beat. It goes without saying that these worthy achievements by advertising practitioners in Nigeria must not only be jealous presented or protected. Attempts must be made to continue to more advertising forward in this country. They have set a pace, which younger advertising practitioners in Nigeria must not only be jealously presented and protected. Attempts must made to continue to move advertising forward in this country.
This was forward in the regard is of course, persistent effort to steadily professionalize and effectively regulate advertising practice in Nigeria. This is a saying by marshal Mcuham which states that the medium is the message’. The success of modern advertising is solely dependents on the effective and efficient use and operation of the advertising media. Basically, modern advertising is mainly all about the medium. To get hold to the target audience, the advertising message must get hold or be placed in a communication conveyor. This conveyor or carrier is known as a medium or media (plural). Example of advertising media are Radio, Television, Newspapers, magazines, Bill board, detectives, Cinema, Transit advertising, years books, Posters, handbills, catalogues etc.
It should noted that each of the different media reaches different people in different manners at different times. The media planner must fully understand each client advertising problems, so that he considers what each medium has to offer towards the business promotion and development campaign. There is the need to know which particular media to use in order to reach exactly the type of people who have been defined as potential customers.
However advertising is part of the flow of information and communication process which exposes the consumer to a variety of stimuli. It is credited with raising our standard of living, lowering unit closer of mass produced goods, providing information helping new firms to enter the market place and also giving the consumers opportunity to choose between the wide range of available goods and services.
In marketing, advertising helps to introduce a new product or services by creating awareness and building consumer’s interest and more desirable image in the new product. It enhance products improvement and modification.
Advertising also sustains an existing product in the market place. It helps to establish product to retain its position by constantly reminding actual and potential customers of the availability of the product and the company, how they complete with the competitive produces and firms.
In performing this function, advertising will consistently communicate the product’s main benefits and also constantly monitor the market place for any need of modification. The term advertising has been classified into national, industrial, retail, local and co-operative advertising.
A History Perspective of Black and Proud Advertising Agency Ltd
Black and Proud advertising agency limited is one of the leading advertising agencies in Enugu. It was established in 1983, which its office is 224 Agbani Road Enugu and later, it shifted the corporate office To Hill View Avenue Independence Layout Enugu. The agency is a registered member of (AAPN). It started under the management of Chief Chuka Nwosu who is the cochairman chief executive with eight board members as well as trained staffs to handle their clients efficiently. Black and Proud has various departments, which contributes to the effective and efficient objective of the company. The department is responsible for choosing the right media, serving the right audience that will enable the customers make the right decision. The creative department is in charge of designing appropriate message than copy writing.
The research department goes into research to help or provide support to the creative unit. The client services department is responsible for the contracts between the agency and its clients. They have also the outdoor department, which handles the bill boards. They see that the bill boards are well mounted.
In the area of product or service advertising, and image building for companies or organizations, the agency had handled and still handling many companies, these include; Hemason Nigeria Ltd, Mark Link Media Company, Premier Breweries Plc, etc. they are specialist radio jingles, T.V Commercial and Billboards.
1.2 Statement of the Problem
The study attempts to evaluate advertising services in Enugu using Black and Proud Advertising Agency as a case study. The problem that emanates from the study of advertising is that many people misunderstood the business of advertising services and such have embarked upon the practice of the profession in a way or many that suits their selfish interest. However, researchers are yet to underscore the impact of advertising message on the buying habits of residents of Enugu metropolis and how various agencies including Black and Proud have been found in this regard.
1.3 Objectives of the Study
The main purpose of this study is to evaluate advertising services in Enugu metropolis especially as it concerns Black and Proud Advertising Agency.
· This is because, many people want to know the role and functions of advertising agencies in the marketing society.
· It also aims at knowing to reach target consumer and customer through advertising.
· This study will also determine why corporate bodies should help in the services of advertising agencies.
· Moreover, in a country like Nigeria where advertising agencies are dispensable to business promotion and development, it is pertinent that this study will be aimed at encouraging the Black and Proud Management and staff for excellent performance and sound advertising publicities.
1.4 Significance of the Study
The beneficiaries of this work are Black and Proud Advertising Agencies media establishment, government, business organizations, Black and Proud clients and students of various fields of study who may find work valuable and worthwhile reference material.
The Black and Proud, through this project work would come to know the advertising messages of their target audience. The agency might not have devoted out time and manpower to research into this topic. This work would therefore, present a factual and comprehensive information or knowledge of this agency operation. This will enable the agency’s management to improve on its quality of service.
1.5 Research Question
Some cardinal questions were mapped out for the successful completion of this work. Those questions are as follows:
i) To what extent has advertising impact their target audience with their messages?
ii) Does advertising services have any effect on manufacturer’s turnover?
iii) Does the strength of expertise of Black and Proud Advertising Agencies staff contribute to their effectiveness in advertising services?
iv) What is advertising agencies all about?
v) Some advertising messages do not reach the audience very well and why?
1.6 Research Hypothesis
Hi: Advertising wields effects on target audience
Ho: Advertising doesn’t wields effects on target audience
H2: Black and Proud Advertising Agency is an effective advertising agency
Ho: Black and Proud Advertising Agency is not an effective advertising agency.
H3: Mass media are the most effective means of getting across the message of advertising
Ho: Mass media are not the most effective means of getting across the message of advertising
1.7 Theoretical Frame Work
The basic role of an agency is to take that differences and make it interesting by dramatizing it. People are attracted to the media because of its entertainment and information value, not because they are dying to see your latest advertising. The agency can use sense of humoru or whatever but the advertising must communicate that reason to buy. If you like the way the agency did that, approve it drask for more drama. A good example was the introductory advertising Pepsi Co. rolled out for their brand of water called Aquanta. The differentiating idea is guaranteed puriy, which is right on the label. The commercial shows nothing but pure water and the brand. The verbal message describes the product as ‘pure nothing’. They did s brilliant job dramatizing. It is important to realize that people know an old advert when they see one. And since these adverts are usually interrupting what they are watching or reading, people are not too happy about being forced to watch them. No one likes to be sold. Therefore, a little candour goes a long way. This kind of honesty is very disarming. People will often give you a positive response if you are candid with them.
1.8 Scope of the Study
The study will concentrate more on the roles of advertising agencies in the success of World advertising, what advertising is all about, and the relevance of other players involved in the business of advertising like advertising and advertising media.
No only will the work, study advertising media but the appropriate ones to be utilized by the practitioners to reach their target consumers of the advertising message effectively.
1.9 Limitations of the Study
It is expected that we should study what advertising is in the business organization and its function in the society in general. However, this study is limited to advertising services in Enugu metropolis.
Because of time and financial constraints, exhaustive fact gathering is not replaced in this research work. Nevertheless my biggest burden is lack of relevant materials as much has not been written on this topic.
1.10 Definition of Terms
|
Words |
Conceptional |
Operational |
|
Advertising |
It is the process of making known to people ranges of goods or services available |
This is the process of making known to the marketing units the unpredictable future |
|
Marketing |
It is the process of practicing buying and selling |
It is the transaction or exchange of goods and services intended to satisfy human want |
|
Services |
A duty performed for the upliftment of another |
Work done by agents to help organization achieve their business goals |
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