Impact Of Advertising And Promotional Strategies On Organizational Productivity

1.0 Introduction

1.1 Background of the study

Advertising consist of all the activities in presenting to a group, a non-personal, oral or usual, openly sponsored message regarding the product, service or idea. This message is disseminated through one or more media and is paid for by an identified sponsor. First there is significant different that exists between advertising and advertisement, advertisement is the message itself. Which advertising is process?

Advertising is a powerful communication force and a vital marketing tool in helping to sell goods, services images and idea through channel of information and persuasion. The word ‘’helping’’ above despites that advertising by itself almost ‘’never sells product’’ this word is often credited with making registered ring and blamed for falling do so.

They system of advertising is a non-personal affair because the distinction is sometimes important because the role face to face soles play in many businesses.

A sales force is often considered a marketing strategy, not advertising strategy. Is an aspect of the market and communication process rather than a separate activity carried on by distinctive group of professionals independently of frothier marketing activities?

According to kotter (2001) “advertising is any paid from of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”. Advertising is aimed at selling goods, services, create awareness, and create demand and supply to people, familiarize the public with the use of the product, prepare the way for the sales men and introduce new quality product and style to customer’s satisfaction

Advertising is part of the marketing mix, but can be used by an individual such as an entertain or by non-commercial organization not engaged in marketing, such as hospital advertising for staff.

Advertising is one of the four major tools companies or films use to direct persuasive communication to target buyers and public. It consists of non-personal form of communication conducted through paid media under clear sponsorship. Although advertising is primarily a private enterprise marketing tools, it is used in the countries of the world including socialist countries it works not only on behalf of specific goods and services. But also assumes certain characteristic which are less directly connected to selling.

However, the potency of advertising as an economic catalyst lies in its persuasive and informative attributes.
Awake (2000) state that advertising can even create market where no market exists”. Such is advertising power of persuasion and influence, it influences and encourages consumers to anything they do and motivate them buy something not in their own interest, but to patronize the sellers.

Sales promotion is a term which is very loosely and wrongfully use, and so it is necessary to understand that it refers only and especially to those aids used between the advertising, to the customer by the manufacturer on supplier and the actual retail selling by the retailer to the consumer or final user closer to the advertising, because it takes place at the point of sales.

Sales promotion consists of a wide variety of promotional tools design to stimulate earlier and stronger market response.

Small and medium enterprises started its operations recently and has seemed to gain favor with the customers. But the price factor is one of the challenges that are facing the firm. This is because customers do compare prices of products or services before they decide to purchase a product. The issue of quality also arises. Therefore price and quality goes hand in hand since they are perceived to be key factors each organization has to consider.

The fast food sector in Nigeria is facing increased competition from more %established fast food chains mainly from Southern Africa. It is therefore necessary to identify the critical marketing strategies needed for this industry to be competitive. Thus, SMEs need to identify key marketing strategies that are needed for sales success. This study will then render itself towards relating advertising and promotion to sales of the fast food baronesses, in Nigeria.

1.2 Statement of the problem

The study examines the impact of advertising and promotional strategies in organizational productivity, it has been observed that advertising on a source to draw someone of goods and services. The people or consumer have normal behaviour to resist the other such as lack of adequate information about product or effective feedback to communication of the usefulness of the product that can satisfy consumer needs and want.

In Nigeria, there are a lot of SMEs that they struggle for survival in the market yet they produce a lot of good and quality products to satisfy the market. They utilize the sales advertising and promotion that they have knowledge on.

Most of these small and medium enterprises utilize the promotional strategies to survive the intense competition in the market. In most cases the organization may seem to be either small to employ these strategies or it may lack resources but still they use a variety of promotional strategies that the organization uses. Small and medium enterprises also is an example of these SMEs that employees promotional strategy. The scope of the effects of these promotional strategies is what a remains mystery to the researcher. It is from this background that the current study will be undertaken to examine the impact of advertising and promotional strategies on sales. This consists of various elements known as promotion mix. They include advertising, personal selling, sales promotion, publicity and public relation. However, the current study will concentrate its effort on advertising and promotional strategies only.

1.3 Objectives of the study

The main objective of this study was to investigate on advertising and promotional strategies of small medium scale enterprise in Nigeria.

However, the specific objectives were

To identify advertising and promotion being used in Small and medium enterprises

To assess the impact of advertising and promotional strategies on sales volume at Small and medium enterprises

To find out how the promotional strategies enhance stability at small and medium enterprises

To identify challenges facing Small and medium enterprises in using promotion strategy.

 

1.4 Research Questions

The study seeks to answer the following research questions

What advertising and promotion are being used in Small and medium enterprises?

What are the impacts of advertising and promotional strategies on sales volume at Small and medium enterprises?

How can the promotional strategies enhance stability at Small and medium enterprises

What are the challenges facing Small and medium enterprises using the promotional strategies?

 

1.5 Significance of the Study

This study would be important and valuable to the following persons and institutions:

Academicians

Persons in academia such as college students and lectures will find the results of this study useful as learning materials and for research reference.

Entrepreneurs

Entrepreneurs or the investors in the fast food industry will find the results of this study useful, as it will highlight pertinent advertising and promotion that can drive sales in their enterprises.

Financial Institutions

Financial institutions that provide financing to the fast food industry to start up and continue operations will use these findings to enable them understand the needs of SMEs, so as to develop financial products relevant to them.

Customers

Customers or the fast food buyers of products from fast food industry will benefit from the results of advertising and promotion that are geared towards meeting their needs.

Competitors

The rival enterprises in the same industry will benefit from a better understanding of effective use of advertising and promotion to enhance sales.

Potential Entrepreneurs

These are enterprises or ventures interested in having a stake in the fast food industry. They will us use results of this study to make informed decisions on whether or not to invest in the fast food industry.

Marketing Intermediaries

Marketing intermediaries such as advertising and research agencies will find the results of this study useful as they carry out their activities based on a wider knowledge platform.

1.6 Scope of the Study

The study focused on the impact of advertising and promotional strategies on organizational productivity. The study was undertaken between September 2020 and October 2020, using a case study design. The study targeted a total population of 70 respondents. A sample size of 50 respondents was selected using census sampling technique for the employees and convenience sampling technique for the customers. Questionnaires and interview schedule were employed to collect data. Data collected was analyzed using frequencies and percentages and was later presented in tabular form. The study was carried out in Oredo and ovia North East local government in Edo state Nigeria.

1.7 Limitation of the Study

In conducting this research, a number of challenges were faced by the researcher and could have effects on the interpretation and use of the final findings. The organization policies are so rigid such that some respondents were unwilling to freely share the information. This was mainly seen at junior level because of fear of not knowing whether the information will go to the manager with negative percussions. Most of the respondents refused to release full information in fear of the information will be used to track their productivity. Nevertheless, the researcher overcame these limitations by explaining to them the objectives of the study and promises them any information provided would be treated with confidentiality.