CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

Advertising is one of the veritable promotional tools designed to promote and market organizational products. It plays a very important role in the efficient marketing of products or goods and services.

Generally speaking, companies exist to produce and market products. This objectives cannot be actualized if the manufactured products are not brought to the knowledge of the consuming public. If the consumers and the general public are not informed and educated on the needs and wants some products could satisfy, they will definitely stay clear of the products.

Against this background, product advertising focuses on projecting the image and maketability of products in such manner that will make them acceptable to the consumers and buyers.

Odunsi (1998: 19), noted the importance of product advertising when he stressed that the growth being  recorded in the advertising field is connected with its potentiality to enhance the acceptability marketability of companies products.

Product advertising has helped so many companies to revive and reposition some of their products which have almost reached the decline stage in their life cycle.

        Furthermore, the continuous existing survival and growth of companies to some extent depend on the performance of their products and the level of their sales revenue. The fact still remains that for a company to decline profit and possibly grow, its sales revenue must be high. For its sales revenue to be high, its products must be acceptable to the consumers, hence giving rise to their high demand. These can only be achieved when these products are made known to the buyers through advertising.

Product advertising as stressed by Ebue (2000.75) is an effective promotional tool that will not only inform and educate buyers or consumers about a company’s products but highly significant in achieving the targeted sales revenue of the company.

For over fifty (50) years of existence, a Nigerian brewery Plc is one of the leading breweries operating in Nigeria today. The company has a wide range of products that includes alcoholic, malt and soft drinks. The notable products in the company’s product mix includes; Golder, star, Amstel malt, maltina, Legend and schepps. The company has a large factory at Agbara, Lagos and a brewery plant at 9th Mile Corner, Ngwo, Enugu. The Company again commissioned its new Ultra – modern brewery in Ama Enugu State in October 27th 2003, by his excellence president Olusegun Obasanjo.

STATEMENT OF THE PROBLEM

Adverting plays very important role in the efficient marketing of products or expressive, it allowed the company to dramatize its offering through the artiful use of visual, print sought and colour.  It is used to build up a long term image of the product to the consumer.

        inspite of the invaluable role of product advertising in achieving the sales revenue target of companies, it still have some problems that need to be address. It is said to observe that most companies operating in Nigeria are still inflexible and reluctant to be during or encourages in their advertising agency to handle their adverts that at the end of the day they fail to achieve their sales revenue target.

Besides, most companies are inconsistent with their advertising policy. They contract more than one advertising agency at any given point in time.

This makes difficult to spend some reasonable money on advertising. This is now becoming a common feature in the brewery Industry. For instance, one hardly hears of advert concerning old beautiful products like Maltex and Vita Malt. This should be affecting their sales revenue target.

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