CHAPTER ONE

INTRODUCTION

1.1        BACKGROUND OF THE STUDY

In the world of marketing in the recent time, it is not enough to produce a product, package it attractively, price it right, effectively distribute and display it to adequately meet the need of the consumers. The company must also let the people know about the existence of the product; the company must communicate the product to its target audience. This involves giving information about the product existence, features, and benefits and how it can be obtained by it target markets.

         Effective communication is a part of a company’s promotional activities, and may also be referred to as coordinated seller’s initiated effort to establish channels of information and persuasion to fasten the sales of goods and services, or the acceptance of ideas or point of view (Adirika 1996: 66)

        The marketing communication mix consist of a promotional tools which include various forms of advertising, sales promotion, personal selling, publicity program and public relations. All these are referred to as promotional mix or promo tools.

        Advertising is as non-personal paid form of presentation of ideas, goods and services or message to educate the target audience by an identified sponsor. Advertising in one form or  another is used by virtually all manufacturers and retailers in the country to promote and communicate their products and service to their target markets, Advertising helps to inform, educate and persuade consumers to accept a given  product of  point of view. Price of goods and services will continue to increase, which in turn will lead to less patronage by consumers. To survive in such situation, companies must therefore promote their products more vigorously to gain competitive edge over their competitors.

        Although advertising today does not broadcast original information on products, but it widens markets by such device as ensuring new uses and attracting leads. In consumer products, advertising is an ever-widening task in creating consumer interest and loyalty. In this research the researcher is more concerned with televising.

        Television advertising is one of the newest and fastest growing mediums of communication. In Nigeria, we have both the local and national network stations. All national station (NTA) operates on ultra-high frequency (UHF), while the local stations (privately owned) authority. According to NTA marketing plan, television attracts about 39% advertising companies.

1.1.1 PROFILE OF THE COMPANY

J. Udeagala holding Nigeria limited (RC) is a privately owned company, which is involved in the importation and manufacturing of goods and services. J. Udeagbala started first as a trader in the African international market with the sales of merchant of his sole business. As his business continues to grow, he later moved from African international market, to market road where he joined the importation group to import merchants, turn products and challis wine on a low scale with staff strength of 15. He finally moved to 152 Aba Owerri Road as its headquater. J. Udeagbala holdings now have branches in Lagos, Kaduna, Kano, Bauchi, Benin, Onisha, Jos, Abuja, and port Harcourt.

        j. Udeagbala holdings limited has other subsidiaries which include the following

1. Kitchen vegetable oil (nig. Ltd)

2. Beauty base Ltd

3. Quality pipes Ltd

4. Dynamic farms Ltd

5. Tom John associates Ltd

6.J. Udeagbala and sons ltd

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