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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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.
$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$
MR. E.0. R)&*A"#
R)/E0T +'ER1,+)R +,("-#ATE
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DECLARATION
, Mr. Mgbe6 hilip )bi do declare that this pro7ect was solely undertaken
by me and supervised by my humble supervisor. Mr. E.0 Rowland of the
#epartment of Marketing 3ederal olytechnic "asarawa.
This work is neither copied from some ones work nor conducted by some
one for me.
$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$
+,("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.
5. P45 B:=*5 (L1?* S
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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
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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.
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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.
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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.
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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
SOURCE SURVEY DATA 200%
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
SOURCE SURVEY DATA 200%
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"egative BB
T4 .0 -00
SOURCE SURVEY DATA 200%
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
SOURCE SURVEY DATA 200%
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*
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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
SOURCE SURVEY DATA 200%
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
SOURCE SURVEY DATA 200%
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
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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
SOURCE SURVEY DATA 200%
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
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T4 .0 -00
SOURCE SURVEY DATA 200%
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
SOURCE SURVEY DATA 200%
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.
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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
SOURCE SURVEY DATA 200%
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
SOURCE SURVEY DATA 200%
Analysis: 3rom the table above6 ma7ority F9N of the respondent
agreed that client make them feel very responsible while B9N
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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
SOURCE SURVEY DATA 200%
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.
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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
SOURCE SURVEY DATA 200%
'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
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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
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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
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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.
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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
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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
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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
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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/ -
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. @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.
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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:
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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 = >
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b. "egative = >
H. !as your company encountered any disagreement with clientsQ
a. ositive = >
b. "egative = >
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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
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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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