CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

Advertising is a powerful communication tools used by companies to fulfill their promotional task. It is a promotional tool which its relevance and contribution is social economic and ethical sphere is immeasurable. It is the only communicate the existence of quality of their product to the target audience. It is not only used by profit oriented organization, but also by politician’s government and other charitable organizations. American marketing association (AMA) defines advertising and promotion of ideas goods and services by an identified sponsor. The word any paid form distinguishes advertising from personal selling because it is used to reach large number of audience through mass media. It is not a face to face presentation. It may compliment of supplement the job of personal selling but must pass through the media. Advertising is personal selling in print and electronic media. Advertising promotes both tangible and intangible goods. It is for both profit and non profit and service organization such as banks, insurance companies, church, transport companies, government prostates such as power holding company of Nigeria (PHCN) and political parties and their candidates tangible goods.

• STATEMENT OF THE PROBLEM

Despite fact that past studies by researcher revealed that advertising is a determinant of consumer patronage most of the studies were done in environment different from Nigeria business environment and mainly focused on multinational co-operations. Furthermore, a lot of organizations especially the small and medium scale are not convinced enough, and as such pay little in a firms marketing programme, a lot of complaints have been leveled against it some of the issue associated with advertising falls in between the n advertiser (firm) and the audience (customers0 inability of the advertiser to evaluate customers before embarking on advertising,

Most advertising agencies lack professional character due to the inadequate qualification of personal and lack of training. As such they tend to alter the real intentions of the advertiser (Advertising organization). At times advertising which the audience find it difficult to comprehended.

Media effectiveness has been a major area of concern to most organizations especially in the following areas cost, suitability, and coverage, credibility and penetration desired. The most challenging of all the problems is the issue of cost. Firms over the years have always complained on whether huge expenditure on advertising is justified and whether to continue to embark on such programme of to abandon it.

As a result of the problem pointed out above, this study aimed at investigating the extent to which advertising 9Agency, massage, media and cost structure) affects customer patronage in the fast food industry with specific interest on Enugumetropolis.

• OBJECTIVE OF THE STUDY

The general objective of this work is to know the impact of advertisement on fast food competitive market.

1. To determine the causes of failure of product after advertisement.
2. To know it advertisement have an effect in customer choice of fast food.

• To know if advertise agent have an effect in customer choice of fast food

1. To determine if advertisement cost structure affect the relevance of fast food centers.

RESEARCH QUESTIONS

1. Does advertisement have an impact on fast food competitive market?
2. What are the reasons why products still fail after advertisement

• Dose advertisement affect customer choice of fast food

1. Dose the cost structure of advertisement affect the revenue of fast food centers
   • SIGNIFICANCE OF THE STUDY

This study has its main significance of enhancing the firms, organization both charitable and non charitable organization on the benefit it drive from effective use from work of reference to student in marketing and other related fields who might conduct on inquiry or research on similar topic.

The study in some way will also serve as a corrective measure to reduce some negative feeling of customers towards a product. It will also charity significantly to increase on cost of production in fast food industry.

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