20836718-the-contribution-of-advertising-agencies-towards-effective-marketing-of-goods-and.pdf

8/14/2019 20836718-THE-CONTRIBUTION-OF-ADVERTISING-AGENCIES-TOWARDS-EFFECTIVE-MARKETING-OF-GOODS-AND.pdf

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TITLE PAGE

A STUDY OF THE CONTRIBUTION OF ADVERTISING AGENCIES

TOWARDS EFFECTIVE MARKETING OF GOODS AND

SERVICES

(A CASE STUDY OF INSIGHT COMMUNICATION ADVERTISING

AGENCY IKEJA LAGOS)

BY

MABE; PHILIP OBI

F P N/ SOI/ 2007/200/ HMKT !2

A PROJECT WORK SUBMITTED TO THE DEPARTMENT OF

MARKETING" SCHOOL OF BUSINESS STUDIES" FEDERAL

POLYTECNIC NASSARAWA"

NASARAWA STATE#

IN PARTINAL FUFILMENT OF THE RE$UIREMENT FOR THE AWARD

OF HIGHER NATIONAL DIPLOMA IN MARKETING

AUGUST" 200%

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APPROVAL PAGE

This research work has been read through approved by my humble

supervisor: Mr. Roland Ezenwugo. After being satisfied for meeting up

with the reuirement for the award of !igher "ational #iploma to

Marketing

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MR E%E"&'() R)&*A"# +,("- #ATE

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A.) A*E/E +,("-#ATE

E5TER"A* E5AM,"ER

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CERTIFICATION

This is to certify that this research work was conducted by Mgbe6 hilip

)bi and submitted to meet the reuirement and regulations governing the

award of !igher "ational #iploma of the #epartment of marketing6

3ederal polytechnic "assarawa.

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MR. E.0. R)&*A"#

R)/E0T +'ER1,+)R +,("-#ATE

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DECLARATION

, Mr. Mgbe6 hilip )bi do declare that this pro7ect was solely undertaken

by me and supervised by my humble supervisor. Mr. E.0 Rowland of the

#epartment of Marketing 3ederal olytechnic "asarawa.

This work is neither copied from some ones work nor conducted by some

one for me.

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+,("AT'RE

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#ATE

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M(8E !,*, )8,


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LETTER OR TRANSMITAL

#epartment of Marketing

3ederal olytechnic6

.M.8 99 "asarawa6

"asarawa +tate

The !ead of #epartment6

#epartment of Marketing6

3ederal polytechnic6

"asarawa.

#ear +ir6

SUBMISSION OF HIGHER NATIONAL DIPLOMA PROJECT WORK

,n compliance with the policy of the department6 and established authority

of federal polytechnic "asarawa6 that students should at the completion of

their course of study6 undertake a pro7ect work and sub seuently make a

detailed report on it.

, here by submit with honor and pleasure6 a detailed work in the pro7ect

work titled ;A study of the contribution of advertising agencies toward the

marketing of good and services< A case study of insight communication

advertising agency ,ke7a *agos.

4ours 3aithfully6

Mgbe6 hilip )bi.

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DEDICATION

This research work is dedicated to the Almighty (od6 who is his infinite

mercy has made the completion of this program a very successful one for

me. And in memory my beloved sister =*ATE MAR4 M(8E ". A8A"(>

whose words of encouragement has been of great help to me.

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ACKNOWLEDGMENT

My most profound gratitude goes to (od Almighty for !is unending grace

and mercy through out my programme Also for the wisdom6 knowledge

and understanding that guided me through out this pro7ect work.

, am particularly grateful to my humble and most friendly supervisor. Mr.

E. 0 Rowland for lots of his time that , have taken in so many ways6 !e

has been so patience enough6 despite lots of his commitments6 to take his

time to read through the whole manuscript of this work.

May , also e?press my worm and hearty appreciation to my !.).# in

person of Mr. /.T +olomon6 my *ecturers Mallam ,brahim Abubakar6

Mallam +uleiman 4ero6 Mallam Mohammed 4ero6 Mr. @ufreh ,nyang6 Mr.

,liya 8awa and Mrs. Rowland Monica for the knowledge they impacted on

me through out my study in the polytechnic. , am in debted to the

following persons whose love and affection , will never for get. My friends

Amadi 8ob6 aul )gonyi6 my causins "yen E. Abang6 0ecilia E. Abanag

and Ekobosowor Abanag. My twice brothers Amba and Manyo Mgbe "e7i.

, also owe immense thinks and appreciation to both academic and non

academic staff at the institution.

, am particularly debted and eually grateful to my beloved guidance who

are as well my parents and mentor6 +ir and lady atrick Enya Abang =@ +

m> for bearing my financial responsibility throughout my stay in the

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institution. , can not thank you enough and , have not yet find a word , will

describe who god creator has made in you6 its only god that will bless

you6 , wish to e?press my gratitude to all those who in one way or the

other contributed to the success of this research work: , say 8RA1) to

you all.

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ABSTRACT

Efforts have been made to diagonize various Authors view opinions onthis research work so as to compare these views with the organizational

activities to determine if there are in line with the existing knowledge. Thisproposal describes the study of contribution of advertising agenciestowards effective marketing of good and services. The project is sort to

point out how different people in the house department members,agencies people client are involved in the production of advertising andhow the different roles played can lead to effective marketing of good andservices. ata on this work was collected through descriptive and surveymethod of research. A sample size of fifty !"#$ management staff wascollected. The data after being collected was analyzed by means of a

table and single percentage method to determine the result. Also a test ofhypothesis was conducted which %o& suggest that the roles played byadvertising agencies helps in marketing of good and services. %i& suggestthat roles played by advertising agencies does not affect marketing ofgood and services positively. The study was divided in to five manchapter as thus& 'n chapter one, an introduction and background of thestudy was discussed in chapter two in view of related literature wascarried out in chapter three a look into method of data collection, sourcesof data collection, research population etc. were distributed and collectedchapter four focuses on presentation and analysis of data, The actual

presentation of data collected was done using table. (inally chapter fivesummarizes concludes and makes recommendation on the entire work. Abibliography and appendix was shown.

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TABLE OF CONTENTS

Title age2 2 2 2 2 2 2 2 2 2 i

Approval age2 2 2 2 2 2 2 2 2 2 ii

0ertification2 2 2 2 2 2 2 2 2 2 iii

#eclaration2 2 2 2 2 2 2 2 2 2 iv

*etter of Transmittal2 2 2 2 2 2 2 2 2 v

#edication2 2 2 2 2 2 2 2 2 2 vi

Acknowledgement2 2 2 2 2 2 2 2 2 vii2viii

Abstract2 2 2 2 2 2 2 2 2 2 2 i?

Table of 0ontent2 2 2 2 2 2 2 2 2 ?

CHAPTER ONE

INTRODUCTION

.9 8ackground of study2 2 2 2 2 2 2 2

. !istorical 8ackground of the case +tudy2 2 2 2

. +tatement of the roblem2 2 2 2 2 2 2 B2C

.B +tatement of )b7ective2 2 2 2 2 2 2 D

.C +tatement of !ypothesis2 2 2 2 2 2 2 D

.D +ignificance of the +tudy2 2 2 2 2 2 2

. +cope of the +tudy2 2 2 2 2 2 2 2 F

.F *imitation of the +tudy 2 2 2 2 2 2 2 F

.G #efinition of Terms2 2 2 2 2 2 2 2 G2H

E&' N*+ , , , , , , , , , 9

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CHAPER TWO

LITERATURE REVIEW

2.0 ,ntroduction2 2 2 2 2 2 2 2 2

. +tructure of Advertising Agency2 2 2 2 2 2 2B

. 3unctions of the 8oard Members2 2 2 2 2 2 C

.B 0reative #epartments2 2 2 2 2 2 2 D

.C Roles of Advertising Agencies 2 2 2 2 2 2

.D 3unctions of Advertising Agencies 2 2 2 2 2 F

. 0lients 0ontribution to Efficient erformance 2 2 2 2 G

.F Method of Remunerating Ad. Agency 2 2 2 2 2 H

.G !ow Agency gain their 0lient2 2 2 2 2 2 92

End "otes2 2 2 2 2 2 2 2 2 2 B

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 ,ntroduction2 2 2 2 2 2 2 2 2 C

B. +ource of data 0ollection2 2 2 2 2 2 2 C

B. Research ,nstrument2 2 2 2 2 2 2 2 D

B.B opulation22 2 2 2 2 2 2 2 2 D

B.C +ample +ize2 2 2 2 2 2 2 2 2 D

B.D Iuestionnaire #esign2 2 2 2 2 2 2 2

B. Iuestionnaire distribution and collection2 2 2 2

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CHAPTER FOUR

PRESENTATION AND DATA ANALYSIS

4.0 ,ntroduction2 2 2 2 2 2 2 2 2 F2B

C. Test of hypothesis: 0hi2+uare Method2 2 2 2 2 BF2C

C. Research 3indings2 2 2 2 2 2 2 2 C2C

CHAPTER FIVE

5.0 +ummary6 0onclusion and Recommendation2 2 2 2 CB

D. +ummary2 2 2 2 2 2 2 2 2 2 CB

D. 0onclusion2 2 2 2 2 2 2 2 2 CC

D.B Recommendation 2 2 2 2 2 2 2 CD

8ibliography C

Appendi? , CF

Appendi? ii CG2D

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CHAPTER ONE

BACKGROUND OF THE STUDY

-#0 INTRODUCTION

To both the potential employee and the potential client6 the

advertising agency often seems to represent the most glamorous

part of advertising business. resumably this is because the people

with big national advertising campaigns associate the agency. 8ut

important though it is6 the agency is by no means the beginning and

the end of advertising. ,f any thing it is the meddler delicately poised

between advertiser and the medium.

,deally6 the advertising agency should be a team of e?pects

which augment the work of the advertising manager on the one

hand and that of the media owner on the other6 legally the agency

acts as principle and is responsible for the space or time he books6

even though this is ostensibly booked on behalf of a client at all.

!istorically speaking6 agencies were once brokers used by

the publishers and paid a commission in the space which they sold.

Even today an agency is not paid commission by the publisher

unless approved or reorganized by the trade association of the

news paper owners.

To break the e?planation in simple term Advertising agencies

are in depending organization of creation6 and business men who

specialized in the development and other promotional tools.

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-#- HISTORICAL BACKGROUND OF THE CASE STUDY

,nsight communication is the "igeria leading integrated

advertising communication agencies and is wholly owned by one of

"igerian most respected and successful companies. The

T!)4@ER group. ,nsight communication was incorporated in HFH

and began operation in HG9.

,nsight is in member of grey EMEA group and a member of

& (roup with itJs headuarter in ,ke7a *agos situated along

F-H )duduwa street (.R.A ,ke7a.

,nsight communication agency like every other advertising

agency has its own mission which she is set to carry out. +ome of it

were to provide insightful thinking6 that producing inciting creativity

which inspires consumes to support their clients brand on a never

ending basis.

,n the past years in height has recorded to achieve the greater

success6 insight change the advertising landscape in "igeria

pioneered to era of second generation advertising agencies with a

total marketing approach.

(rey EMEA group which insight is made a member of it has

also recorded much success itJs said to be the largest advertising

agency in the world with offices in over GB countries. ,t has one

overriding focus and this is to produce truly greater creative work to

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produce work that soars make them proud and fosters the brand

relationship with consumers6 work that helps the client prosper.

(rey worldwide provide highly creative services including brand

ideas and strategies6 brand planning6 creative development and

production. This agency is organized into four geographical units:

"orth America6 Europe6 Middle East and Africa =EMEA> Asia

practice and *atin America. ,nsight communication which is made

up of +taffs who have put their heads together has helped on

enabling environment for effective marketing of good and service

that has been the dream of every organization.

-#2 STATEMENT OF THE PROBLEM#

This pro7ect focus on the contribution of adverting agency for

effective marketing of good and services with special reference to

insight communication agency *agos. Advertising Agency remain

the specialized impendent organization6 used by companies for the

development and promotion tool which will in turn result to the

increase in sale and profit of such companies or organization for

those persons who uphold the view that activities of advertising

agencies to a company or their services rendered to any company

or is incurring e?tra e?penses to such companies. , say such view

are at best figment of their own imagination6 because for any

company or organization or business parastatal that known what

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her aim is all about must go at e?tra length6 to make sure she keeps

her organization at a maturity stage even is it means incurring cost

provided her ob7ectives are met. &ith the great contribution of

advertising agency toward uplifting the standard of an organization

as we have seen from the mission set by the insight communicating

agency.

Most organization in "igeria today has fold up because of lack

of efficient advertising and lack of skilled personal to do those

advertisement for the companies and these infract has lead to

unemployment and poor standard of living for every organization to

survive6 it has to make her prospective customer to know about her

e?istence and she canJt do it if she doesnJt employ the help of the

advertise agencies who are specialized such field.

And finally the client relationship with the adverting agencies

in terms of been of communication should be a very good one.

!ere client should by able to understand the agency and the

agency should do same because only then can her work be a

successful one6 so firm negligence on essential matters as this

prompted me to undertake the research or the study of advertising

agencies on the effective marketing of goods and services.

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-#. STATEMENT OF OBJECTIVES

i. The pro7ect attempts to point out the ma7or role of advertising

agencies to effective marketing efforts on goods and services.

ii. The pro7ect also attempts to point out the various contribution

made by the advertising agencies to total marketing efforts on

goods and services

iii. The pro7ect as well attempts to point out the intricacies involved

in carrying out these roles.

iv. The pro7ect attempts to point out the indispensability of these

roles carried out by the advertising agencies towards achieving

their set ob7ectives.

-# STATEMENT OF HYPOTHESIS

The hypothesis that could be tested for the was states thus.

HAdvertising agencies and this roles played does not increase

the sales of firms goods and services.

H1Advertising agencies and their roles played does increase the

sales of firms6 goods and services

HAdvertising agencies contribution made is not relevant in firm

development and growth

H1 Advertising agencies contribution made is relevant to form

development and growth

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-#! SIGNIFICANCE OF THE STUDY

The benefit to be derived by the organization and its

consumers from this study are immeasurable. The study that is the

contribution of advertising agencies on the effective marketing of

goods and services. A case study ,nsight communication agencies

it shows how much the agencies activities improve the sale level of

her product.

. T) the business organizationK the advertising agencies has a

greater bearing on the volume of sales of any organization during

the period depending on the time period of its activities.

. Relevance to academics: a sound knowledge of agencies activities

is also relevance to academicians that the students6 scholars and

other profession are in position to better appreciate agencies effort

on the development and sales of goods and services

B. Relevance to students and scholars. The research work will be

relevant to academic because it will serve as a reference material to

those who may develop interest in writing on the similar or related

topic in the future.

4. to the public enterprise and other organizationK having identified the

problem facing the business6 the knowledge of these topic will

assist the management to know how best to implement in term of

developing and increasing her sale ratio.

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-# SCOPE OF THE STUDY

The research works is intended to covers or consider the

contribution of advertising agencies on marketing of goods and

services with a particular reference to insight communication

agencies ,ke7a6 *agos.

The research limits itself to how advertising agencies is

practiced in insight communication agencies the area covered

among other in this research work which the various types of

advertising agencies6 the roles played by the advertising agencies

to make sure that her goals and that of the organization is achieved.

-#7 LIMITATION OF THE STUDY

,n the course of study the researcher was faced with a lot of

difficulties which are:2

. Time constraint6 the time allowed for the pro7ect work was short as

other courses of the study are to be carried along side.

. oor financial resources at may depose also limited the number of

research tool employed thereby limiting the case study to the limited

staff of the company.

B. The attitude of the staff of the organization was discouraging6 as

they were rigid in releasing the needed information.

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C. +ome respondent never completed the uestionnaires as they

continuous postponing attention to them6 and even those completed

were misplaced.

-# DEFINITION OF TERMS

. Advertisement A message composed by or approved by a person6

firm or other organization which is presented to people at the

e?pense of advertiser to persuade who ever receives it to accept an

idea6 buy a product or take some other action desired by the

advertiser.

. advertising:2 This simply means to describe a product on or

services publicly in other to persuade people to buy or to use it.

,t can also refer to as a public notice offering of asking for goods

and services

B. Advertising agencies: 2 A firm which design advert for clients who

wish to advertise and arrange for the advertisement to be carried by

media. Agencies receive fees for the work from their clients.

C. Market refers to a regular gathering were people buy or sell goods

and service or the state of trade in a particular type of goods in

other words. Market is about selling6 market research and

advertising.

D. Tools: Any thing that helps one to do ones 7ob6 research tools like

uestionnaires.

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. )rganization: 2 This simply means that activity of organization6 the

condition or state of being organized.

F. roduct: A product is both what a seller has to sell and what a buyer

has to buy. Any enterprise that has something to sell tangible goods

or not6 ,tJs called product.

G. Management: this is defined as the act of good planning6

organizing6 directing and controlling of workers and materials ,n a

manner as to achieve a set ob7ectives of an organization.

H. )b7ective: 2 This referred to purpose6 mission6 goods6 or target

where any given firm is set to achieveK itJs the profitable growth of a

business.

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END NOTES

hilip @otter =99B>. Marketing management th Edition

="ew /ersey: rentice !ell ,"0>. age H9 L 9.

0lurdift &. Edward =HHH> 3undamentals of modern

marketing. CthEdition. =rentice !all of ,ndia6 rivate *imited>. age C9 L

CBD

hilip @otter. =99>. rinciple of marketing Hth Edition.

=*ondon: rentice !all ,"0>. age 99

&illiam /. +tanton. =HHD> 3undamental of marketing.

="ew 4ork: MA0 L grew hill 8ook 0ompany>. age 9D L 9H

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CHAPTER TWO

LITERATURE REVIEW

2#0 INTRODUCTION

The advertising agencies are independent organization as

stated earlier and they reuire ualified personal to carry out the

management functions:2

Many opportunities for employment e?ist in advertising

agencies reuired the possession of a 8achelor #egree with

emphasis in marketing6 advertising or any other related area.

The position include those of Advertising manager6 public Relation6

specialist6 copy2writer for retail advertising and artists for retail

advertising agencies other opportunities include product manager6

market researches product specialist6 house organ editors and

writer and audio visual managers market assistance and marketing

in directors6 technical writers6 technical illustrators and sales

manager6 but another is not the area of our interest for the purpose

of this study we are looking at the importance of Advertising

Agencies and their contribution to the marketing of goods and

services limiting the case study to insight communication agency

,kega *agos +tate different authors have contributed their ideas in

other to come out with a clear meaning of advertising agencies and

what advertising agency is all about.

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3rank /erkins =HGC> sees advertising agencies as a body that

seems to represent the most glamorous part of the advertising

business. That the agencies is associated by many people with the

big national campaign or because the agencies is very often the

fountain of creative advertising. There are term of e?perts which

argument the work of the managers or advertising manager on the

other hand and that of the media owner on the other. (eorge E.

8elch =HHG> also postulated that advertising agencies are service

organization that specialize in planning and e?ecuting advertising

programme for its clients6 that many ma7or companies use and

advertising agency to assist them developing6 preparing and

e?ecuting their promotional programme.

#avid /obber =99C> reasoned that agencies is an

organization that specializes in providing services such as media

selection6 creating work production and campaign planning on

clients.

2#- STRUCTURE OF AN ADVERTSING AGENCY

8oth #avid shelly "icholl =HFH> and #avid "ylen =HG9> have

identified different but identical version of the structure of an

advertising agency. They both agreed that an advertising agency is

very much like other business organization. According to "icholl an

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2#2 FUNCTIONS OF THE BOARD MEMBERS

The advertising agencies is made up of the board directors charged

with the responsibility of decision making in any organization there

are stated below

i. T3* B45' 6 G*5&5+)rdinarily like other organization6 the

agency has a board of governors to oversea the affairs of the

agency

ii. T3* C341584& This is the head of the agency and he is

followed by the managing director.

iii. T3* A99:& D15*95This director is usually of the board rank

and overseas the handling of a group of account. Also6 he settles

fees and budgets with clients and is the link between the client.

iv. T3* A99:& E*9:1* This is the deputy of the account

director. !e carries out the decisions of the account director6

organizes market research6 briefs copywriters and designers. !e

sells his agency to clients and is the link between the clients and

agency.

v. M*'14 D15*95 5 M*'14 E*9:1*This officer specializes in

media e.g. what media will get6 what advertising in what size6

shape6 freuency etc. posters purchase of time and space in media6

etc. booking of space often to person in through the space buyers.

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According to *eo 8ogart =HF> that there are some specific

functions performed by the media directors6 media e?ecutives all

have changed by higher caliber of staff and non2sophistication for

the following reasons

i. The internal comple?ity of advertising business has grown to vast

properties6 thus6 media practices and innovations can how be

handled only by the agencyJs best brains

ii. +ince war6 research was given rise to least reservoir of

knowledge about product6 consumers6 communication and audience.

These reuire specialized6 know2how6 skills and training

iii. The computer as a new tool for decision making has not

changed decision2making but has compelled a new disciplined in

decision makers including new technical e?pertise and training.

2#. CREATIVE DEPARTMENT

,n the creative department6 these are personal responsible for the

creation of output and they includeK

1. C5*41* '15*95!e is not usually of board member status. !e is

responsible for all the creative output of the agency. !e can be

called the creative supervisors6 and he liaises between accounts

e?ecutive6 the writers and the artists.

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2. C*5The production manager is in charge of all

actual providing and produce of the agencyJs assorted skills e.g.

posters6 brochures6 net air6 heavy breathing etc.

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v. The agency analyse the present and potential market for which

the product is adoptedK

vi. 0o2operation with clients people to ensure greatest effect from

advertising

vii.3ormulation of advertising plans and e?ecution of the plan to

clients

viii. There study all the media available to ensure which can be

used profitably to promote products.

2#! FUNCTIONS OF ADVERTISING AGENCIES

,n as much as there perform some vital role the advertising

agencies carry out some functions too

i. The advertising agency provides an outside ob7ective view about

its clients product and services. This is because the agency is an

independent organization

ii. The advertising agencies are well euipped to create more

effective advertisement and select more media than if their client

were to undertakes advertising on there own. This is because the

agency is a combination of specialists such a copy writers6 artists6

market analyst6 media analyst6 research people and advertising

specialists of all sorts who apply their skills and talents to make their

client advertisement successful.

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iii. The agency maintains day to day contact with outside specialists

and suppliers who illustrates advertisements6 this day to day

contacts enable the agency to know the latest advances in

technology6 the most recent changes in production uality. This

knowledge is of immense benefit to their clients

iv. The agency saves money for their clientsJ this is because most

media organization allow the agency to keep DN of money paid for

use of their media. Thus DN paid by their agency reduces the

amount of money their clients would pay

v. The agency bags a moral ethical finance and legal obligation to

their client. They are therefore e?pected to give their clients the best

work and e?pert ob7ectives counseling and creative skills

2# CLIENTS CONTRIBUTION TO EFFICIENT PERFORMANCE OF

THE AGENCY AND VISE VERSA

There are some roles which can be played by client that will be of

help for agency to carry its work effectively:

a. 0lients should openly share marketing ob7ective with agencies.

b. 0lient should make the agency fill responsible

c. 0lient should always honour periodic meetings with agency

d. romote adeuate information relating to it product market

situations

e. 0lients should allow agency official access to appropriate books

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f. Avoid interfering with agencies media relationship.

The agency on the other hand should play its own part by

a. @eeping clients information secret

b. +howing high sense of honesty

c. Make its 7ob detail aware to clients

d. &ork closely with clients e?ecutives

e. Agency should not go in cure further e?penses without clients

approval.

2#7 METHOD OF REMUNERATION ADVERTISING AGENCY

This method can also be a source of income to the advertising

agencies. According to 8ouee and Area =HH>6 agencies derived

their income from the following services

i. M*'14 C881++1&: 'sually agencies are paid DN of space

and time acuired from media

ii. M45? @ U


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iv. F**+ C881++1& C81&41&: +ome agencies collect

commission and skill charge fees to cover their cost

2# TYPES OF ADVERTISING AGENCY

Advertising agencies are classified according to the type of

business they handle or the range of services they provide6 thusK

a. G*&*54 C&+:8*5 A>*&91*+: !andles wide range of

services but mostly specializes in consumer products and works for

consumers goods manufactured.

b. E*&91*+: These agencies specialized in creating

advertisements for companies in the e?port business involved in

different language groups.

c. F5*1>& A>*&91*+: specializes n the co2ordination of the

activities of selected foreign agencies in particular market.

d. F: +*519*+ 4>*&91*+: Engage in advertising6 and

advertising functions

e. I&':+514 A>*&91*+ +pecialize in industrial goods

advertising and the advertisements are often trade 7ournals

f. C5*41* S*&91*+: +pecialize in the creative

segments of advertising

g. F**+ C881++1& C81&41&: +ome agencies collect

commission and skills charge fees to cover their cost.

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2#% HOW AGENCIES GAIN THEIR CLIENTS

0ompetition for account in the agency business is intense. +ince

most companies have already such services each year while small

agencies may be writing to work with a new company grow along

with it6 larger agencies often do not become interested in these

firms until they are to spend at least the million per year on

advertising. Many of the top D agencies wonJt accept an account

that spends less than the D million per year. )nce that e?penditure

level is reached6 competition for the account intensified.

,n large agencies6 most new business results from clients that

already have an agency but decides to change their relationship

thus agencies must constantly search and compete for new clients.

a. R*6*554+ Many goods agencies obtain new clients as a

result of referrals from e?isting clients6 media representative and

even other agencies. These agencies good working relationship

with their clients6 the media and out side parties that might provide

business to them.

b. S19141&+)ne of the more common ways to gain new

business is through direct solicitation in smaller agencies6 the

president may solicit new accounts. ,n most large agencies6 a new

business development group seeks one and establishes contact

21


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with new clients. The group is responsible for writing solicitation

letters6 making cold walls and follow up on lead.

c. P5*+*&41&A basic goal of the new business development

group is to receive an invitation from a company to make a

presentation6 this uit the agency the opportunity to sell itself to

describe its e?perience6 personnel6 capabilities and operating

procedures6 as well as to demonstrate it previous work. The agency

may be asked to make a speculative presentation in which it

e?amines the clients marketing situations and propose a tentative

communications campaign.

d. P:19 R*41& Agencies also seeks business through

publicity - public relations efforts. They often participate in civic and

social groups and work with charitable organization at cost without

pay to earn respect in community.

e. I84>* 4&' R*


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END NOTES

. @otler =HGG>6 Marketing Management =Eglewood 0liffK rentice

!all inc.>6 age D9 L DD

). !udson6 =HFG> +trategic Marketing Management st Edition6

=#avidson and 3red ublisher>. age CD L D9

#avid +tokes =HHH> #iscovering marketing activities learning

Approach =*ondon # publication Aldine &iz +aw>.

!amza ,brahim6 =999> ,ntroduction to Marketing =,badan6 'niversity

press ublishers>6 age B9 L BC.

/efkins 3rank6 =HGC> Advertising today BrdEdition6 =!igh !olborn6

8ell ad 8ain ltd>6 age B9 L .

/obbes #avid6 =99C> rincipal of Marketing CthEdition6 ="ew 4ork6

Mc(raw !ill companies> age CC L CCB.

23


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CHAPTER THREE

RESEARCH METHODOLOGY

.#0 INTRODUCTION

,tJs been defined by *ongman dictionary =99B> as ;the set of

methods and principles that are used when studying a particular

kind of work


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.#2 RESEARCH INSTRUMENT

The data for this pro7ect work were collected with the aid of the

following instruments.

. )pen2ended uestions =personal opinion needed>.

. 0lose2ended uestion were also used

a. #ycotomous 0hoice: The respondent is allowed to answer positive

or negative

b. Multiple 0hoice: The respondent is uiet the opportunity to tick one

out of several answers.

.#. POPULATION

opulation size refers to the total numbers of people that the

researches intend to focus6 to the course of the study. The

population of this research comprises of the staff of insight

communication *agos and 0lients.

.# SAMPLE SIE

+ampling involves taking part of the population to study is order to

draw conclusion on the entire population. Among the chosen were

the staffs of ,nsight 0ommunication *agos. The sample chose was

reached through random sampling the size of the sample to D9

members of the population chosen.

25


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.#! $UESTIONNAIRE DESIGN

A uestionnaire is a document used in survey. ,t contains series of

uestions comprehensive reuired data or information.

A uestionnaire is defined by 0hristiana =HG6 pg. 9D> ;is a

method of obtaining specific information about a defined problem so

that the data after analysis and interprete result in a better

appreciation of the problem.

,n designing the uestionnaire6 for this research work6 the

researcher used closed ended uestion and it provided a list of

possible answers from which respondents are reuired to tick the

responses they feel is right.

The researcher decided to use this approach so that respondents

will have no difficulties in tackling the uestion and to make the

analysis of data6 obtained less cumbersome as well as reducing or

eliminating the occurrence of the errors as much as possible.

.# $UESTIONNAIRE DISTRIBUTION AND COLLECTION

The uestionnaires were distributed by hand personally from all the

members of the sample.

A period of 9days was used for this distribution and collection.

A total of D9 uestionnaires were distributed and B9 were filled and

returned.

26


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CHAPTER FOUR

PRESENTATION AND DATA ANALYSIS

#0 INTRODUCTION

To get the reuired formation6 the researcher used

uestionnaire to obtain relevant information. The ma7or goal of this

e?ercise is to obtain information on the topic ;study of contribution

of advertising agencies for effective marketing of goods and

services using insight communication agency ,ke7a *agos.

3or this purpose6 the researcher administered fifty =D9>

uestionnaires aim at all the research work6 out of the number given

only =B9> were dully completed and returned while twenty =9> were

not returned.

The responses which from the raw data of the research is

presented in the table below along with the interpretation.

3or the analysis of data6 the researcher used the percentage

method.

T4* -

Responses in respect of se?

S* R*+


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Analysis: 9N of the respondents6 falls on the Males and the

lowest percentage of the respondent which C9N percentage falls on

the female.

T4* 2

Age distribution of Respondents

V4514*+ R*+*

9 L D B 9

D L B9 D F

B9 L BD F

BD L C9 9

T4 .0 -00

SOURCE SURVEY DATA 200%

Analysis: 9N of the respondents falls within the age of 9 L

Dyears6 FN of the respondent falls with the range of D L B9years

while FN also falls within B9 2 BD years. The greater percentage of

the respondent which is N fall within BD L C9years

T4* .

Marital +tatus:

M4514 S4:+ R*+


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T4*

Iualification of staff in the organization

V4514*+ R*+* M.sc - M8A D F

8.sc - !"# 9 BB

"# - "0E F B

&AE0 - ++0E G F

T4 .0 -00

Analysis: FN of the staff falls within M.sc-M8A while the greater

percentage of staff which is BBN fall with 8.sc-!"#.

T4* !

osition held in the organization

V4514*+ R*+*

+enior +taff DB/unior staff C CF

T4 .0 -00


Analysis: This implies that the DBN goes to the senior staff in the

position held in the organization while the lower percentage of CFN

goes to the /unior +taff.

T4*

RespondentsJ response to whether roles played by advertising

agencies affect organization positively6 in terms of increase sales of

goods and services.

V4514*+ R*+*

ositive G F


29


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"egative BB

T4 .0 -00


Analysis: FN of the respondent are of view that roles played by ad

agency affect the organization positively while BBN are of the

opinion that the ad2agency roles does not affect the organization is

a positive way.

T4* 7

Respondent response to whether ad2agency contribution made are

relevant to organization growth and development.

V4514*+ R*+*

ositive F F9

"egative B B9

T4 .0 -00


Analysis: F9N of the respondents are on the view that contributions

of agency are relevant to organizational growth and development

while the percentage of respondent in the negative side fall within

B9N and been the lowest percentage shows that those respondent

disagree on the view that the contribution made by advertising

agency does not or is not relevant in organization growth and

development.

T4*

30


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Respondent response whether client do always employ the

advertising agencies assistance

V4514*+ R*+* ositive H D

"egative BD

T4 .0 -00


Analysis: DN percent of respondent agrees that client always

employ their help as an advertising agency while the lower side of

the respondent falls within BDN do not accept that client always

employ their service.

T4* %

Respondent response whether the advertising agency has been

encountered any form of disagreement with client

V4514*+ R*+*

ositive B9 99

"egative 9 9

T4 .0 -00


Analysis: 3rom the above table6 B9N of the respondent agreed that

their company that is the agency has never had any form of

disagreement with their client while no percentage are on the view

that they do have disagreement with client. ,ts therefore concluded

that the agency has been in very good relationship with their client

31


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T4* -0

Respondent response as to what advertising media does the

agency adopt marketing the product of their client known to the

public

V4514* R*+*

Radio D F9

Television D 9

"ewspaper D 9

Magazine D 9T4 .0 -00


Analysis: 3rom the above table ma7ority of F9N of the respondents

agreed that the agency used the Radio as source of its advertising

media while the remaining B9N percent goes to the respondent with

view that the agency uses the Television6 "ewspaper and Magazine

respectively for the advertisement of client product.

, therefore conclude that the agency used the radio mostly for

advertising client product as this is the only source that can take or

make information get to the remote areas.

T4* --

Respondent respond on what motivate client to seek the assistance

of advertising agencies.

V4514*+ R*+*

,ncrease in volume of sales D CD

(aining Market share F C0reate awareness of her product H G

0reate Market for product C CB

32


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T4 .0 -00


Analysis: 3rom the above table6 ma7ority of CDN percent respondent

agrees that increase in volume of sales motivate client to seek the

assistance of advertising agencies6 therefore , conclude that

increase in sales volume of client product motivate client to seek the

help of the ad2agencies to that the company can increase the sales

of her product.

T4* -2

Respondent response6 on the present stage of the ad2agency last

client in the product life circle.

V4514*+ R*+*

,ntroductory stage 9 9

Maturity stage D D9

(rowth stage D D9

#ecline stage 9 9

T4 .0 -00


Analysis: 3rom the above table D9N of the respondent agrees that

this last client is in the ma7ority stage and also D9N percent of the

Respondent agrees that their clients are in response. )n whether

their clients are in introductory and decline stage. , therefore

conclude that the present stage in the product life cycle of the client

on the ma7ority and the growth stage because this one has the

highest percentage of responses.

33


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T4* -.

Respondent response as to what has been the recommendation of

clients towards the advertising agencies

V4514*+ R*+*

(ood B9 99

oor 9 9

3air 9 9

T4 .0 -00


Analysis: 3rom the table above ma7ority of 99N of the respondent

agreed that the client recommendation towards the ad2agency is a

good one and there are no responses on whether fair or poor. ,

therefore conclude that the ad2agencies are organization that are

very much recommended by client for their services given.

T4* -

Respondent response to whether client always makes the

advertising agency feel responsible to carrying out their duties.

V4514*+ R*+*

ositive D F9

"egative D B9

T4 .0 -00


Analysis: 3rom the table above6 ma7ority F9N of the respondent

agreed that client make them feel very responsible while B9N

34


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agreed that client makes them fell irresponsible in discharging their

duties. , therefore conclude that client makes the advertising agency

feel responsible and that makes them carry out their duties

successfully.

T4* -!

Respondent response as to whether information released by client

is of help to the advertising agencies

V4514*+ R*+*

ositive B9 99

negative 9 9

T4 .0 -00


Analysis: 3rom the above table 99N of the respondent agreed that

information given to them by client are always been of help to them

in carrying out their duties while no respondent agreed that the

information given by respondent has no use for them. , therefore

conclude that all information given by the client is been of help to

the advertising agency to accomplish his work.

#- TEST OF HYPOTHESIS

8ase on the statement of hypothesis in chapter 6 the table size

shall be reproduced.

35


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The responses whether roles played by advertising agencies affect

organization positively in terms of increasing sales of goods and

services.

O*5 S*&15 +466 J:&15 +466 T4

ositive F D G

"egative B B

T4 -0 -2 .0


'sing chi2suare

5O =) L E>

Row total ? 0olumn total

POSITIVE NEGATIVE

Manager G ? 9 5 9

+enior +taff G ? G ? G

/unior +taff G ? ?

CONTINGENCY TABLE

)pinion Manager +enior staff /unior staff

ositive )FE => )DE =C.G> )E =F.>

"egative B =C> B =B.> =C.G>

0hi L suare

5O =) L E>

E

(rand total

B9 B9O O C

B9 B9O C.G O B.

B9 B9O F. O C.G

E 36


49/62


50/62

O*5 S*&15 +466 J:&15 +466 T4

ositive 9 C B F

"egative B C BT4 -. -0 7 .0

SOURCE SURVEY DATA

'sing the chi2suare method

5O =) L E>

Row total ? 0olumn total

)+,T,1E "E(AT,1E

Manager F ? B B 5 B

+enior +taff F ? 9 B? 9

/unior +taff F ? F B ? F

CONTINGENCY TABLE

)pinion Manager +enior staff /unior staff

ositive )9E =F.B> )CE =D.> )BE =B.H>

"egative B =D.> =C.B> C =B.9>

C31,+:45*

5O =) L E>

E

(rand total

B9 B9O F.B O D.

B9 B9O D. O C.B

B9 B9O B.H O B.9B

E

38


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5O =9 L F.B>

5O =C L D.>

5O =B L B.H>

5O =B L D.>

5O = L C.B>

5O =C L B.9>

5O 9.HH P 9.CD P 9. P .9 P 9.F P 9.BB O B.GC

#etermining the degree of freedom

#.3 =R L > =@ L > O = L > =B L >

? O

*et our level of significance be DN is eual D.HH

DECISION RULE

&e re7ect !o: +ince the calculated figure is greater than the table

value6 so the contribution made by the advertising agency is very

relevant to organization growth and development.

#2 RESEARCH FINDINGS

The following findings were obtained from both the data analysed

and the oral interview and uestionnaire already administered thatK

O 9.HHF.B

O 9.CD

D.O 9.

B.H

O .9D.

O 9.FC.B

O 9.BBB.9

39


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a. That the roles played by advertising agencies has contributed alot in

the marketing of good and services of different organizations.

b. That due to the changes made in sales of good and services client

recommends the services of advertising agencies very much.

c. That client contribution of the advertising agencies has really the

development and growth of client product

d. That the advertising agency never encountered any disagreement

with client shows the trust6 and the agency can be related upon at

anytime.

e. That client employing the services of the advertising agencies

regularly is as the result of their many achievement in the past.

40


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CHAPTER FIVE

!#0 SUMMARY" CONCLUSION AND RECOMMENDATION

!#- SUMMARY

,n summary the study of contribution of the advertising agency to

the effective marketing of good and services can not be over

emphasized. Advertising agency as we have seen from the

definition. &e say firm which design advert for client who wish to

advertise and arrange for the advertisement to be carried by media6

despite the roles and contribution made by the ad2agencies6 client

may still not e?perience changes if the ad2agencies do not use a

strategies means so to achieve their ob7ective.

After the introduction of this topic6 its ob7ectives and general

problems stated6 assumption hypothesis were put forward to guide

the researcher.

'nder the chapter two which is the literature review6 the researcher

have re2introduced what other authors have written in advertising

41


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agencies6 as it can be seen in the preceding chapter the researcher

discussed the target population of the study6 sample size6 source of

data gathered and how the collected data was analyzed.

8y so doing the researcher discovered that insight communication

advertising agencies really made its efforts to see that her client

meet up with the marketing of her product. !ow this client product

would have been in low sales and they would have been no

development and growth it client had no knowledge of the

advertising agencies who has help in promoting their product.

!#2 CONCLUSION

8ased on the findings of this study the following conclusion can be

rightly made that the roles and contribution of the advertising

agencies has positive effect in the marketing of goods and services

of their clients.

3rom the responses drawn from the respondents6 the study of

general function roles and contribution of an advertising agency was

done base on the result of this research and analysis of data6 the

readers of this pro7ect can easily draw out conclusion thatK

i. Advertising agency play a vital roles toward the marketing of

good and services

42


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ii. Advertising agency contributions leads to the growth and

development of firms which lead to the survival of an

organization.

The roles of advertising agency when carrying out their duties6 is

said to be indispensable because there try as much as possible to

protect the image of their clients.

!#. RECOMMENDATION

)n the basis of the findings and conclusion from this research6 the

following recommendations were madeK

R*988*&'41& 91*&+ 5 5>4&141& )rganization should

stop viewing advertising agency as means of procurement of

wasting of fund there should realize the importance of an

advertising agency to an organization or firm.

The attitude of ignoring the services of an advertising agency will

not take an organization any where. "ew industries or firms are

been established everyday and as a result there is competition

among industries. +o this companies need the assistance of the

advertising agency to put the companies in a competitive shape as

it will help notify the prospective customers and thereby increase in

good and services of the company

43


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BIBLIOGRAPHY

0undiff &. Edward6 =HHG>6 3undamental of Modern Marketing6 CthEdition

=prentice hall of ,ndia6 rivate limited> page

C9 L CBD

!amza ,brahim6 =999>6 ,ntroduction to Marketing =,badan6 'niversity

press ublishers>6 page B L BC

,nsight communication agency6 /ournal6 =99>

/obbes #avid6 =99C> rincipal of Marketing Cth Edition6 ="ew 4ork6

Mc(raw hill companies>6 page CC L CCB

/efkins 3rank6 =HGC> Advertising today Brd Edition6 =!igh !olbornK 8ell

and 8ain *td>6 page B9 L

)nline information www.advertisingagency.com

). !udson6 =HFG>6 +trategic Marketing Management6 st Edition6

=#avidson and 3red ublishers>6 page CD

2D9

44
http://www.advertisingagency.com/http://www.advertisingagency.com/


57/62

. @otler6 =HGG>6 Marketing Management6 =Eglewood 0liffK rentice hall

,nc> page D9 L DD

hilip @otler =99>6 rinciples of Marketing6 Hth

Edition6

=*ondonK rentice hall>6 page 99

&illiam /. +tanton =HHD>6 3undamental of Marketing6 ="ew 4orkK

Mac(raw hill 8ook 0ompany> page 9D L

9H

APPENDI I

+chool of 8usiness +tudies

#epartment of Marketing6

3ederal olytechnic "asarawa6

.M.8 996 "asarawa6

"asarawa +tate.

GthAugust6 99H.

#ear +ir-Madam

, am a graduating student of the above mentioned department in 3ederal

olytechnic "asarawa6 concluding a research work on the topic6 ;The

study of Advertising agencies on the effective Marketing of good and

services< in partial fulfillment of the reuirements for the award of !igher

"ational #iploma in Marketing.

45


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,n this regard6 you are e?pected to please provide accurate answers to

the uestion6 your response will assist the researcher in no small way to

arrive at good findings and recommendations.

All responses should be treated as highly confidential and not be used for

any other purpose rather than this pro7ect work.

4ours faithfully6

Mgbe hilip )bi

APPENDI II

. +e?:

Male = > 3emale = >

. Age:

a. 9 L D

b. D L B9

c. B9 L BD

d. BD L C9

B. Marital +tatus:

a. +ingle = >

b. Married = >

C. Iualification:

46


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a. M. +c - M8A

b. 8. +c - !"#

c. "# - "0E

d. &AE0 - ++0E

D. osition held:

a. +enior +taff

b. /unior +taff

. #o you think the roles played by advertising agencies effect

organizations positively6 in terms of increasing the sales of their

goods and services

a. ositive = >

b. "egative = >

F. #o you those the advertising agencies contribution made to an

organization relevant in the firm development and growth

a. ositive = >

b. "egative = >

G. #o client always employ the assistance of your company as an

advertising agency

a. ositive = >

47


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b. "egative = >

H. !as your company encountered any disagreement with clientsQ

a. ositive = >

b. "egative = >

48


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9. &hat advertising media does your company adopt to make the

product of clients known to the publicQ

a. Radio

b. Television

c. "ewspaper

d. Magazine.

. &hat do you think motivate client to seek the assistance of

advertising agencies

a. ,ncrease in volume of sales

b. (aining market share

c. 0reate awareness of his product

d. To create market for his product

. &hat is the present stage of your last clients in its product life

circleQ

a. ,ntroductory +tage

b. (rowth +tage

c. Maturity +tage

d. #ecline +tage

49


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B. &hat are the recommendations of clients towards the

advertising agenciesQ

a. (ood

b. oor

c. 3air

C. #o clients always make you the agency responsible when carry

out your work.

a. ositive = >

b. "egative = >

D. ,nformation released by client has the advertising agency

making proper use of this information to achieve her client

ob7ectives.

a. ositive = >

b. "egative = >

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