ABSTRACT
This project work was conducted
in standard insurance company Aba in order to find out the impact of
advertising on the growth of small scale business. The project work
consists of four research questions, which were stated to determine the
impact of advertising on the growth of small scale business. Forty two
questionnaires were distributed and forty two were returned. The
questionnaire was the research instrument the researchers uses
descriptive method. The findings show that advertising play a
significant impact on the growth of small scale business and that
advertising ahs favourable effect on the business of standard insurance
company. The placation of the findings of the growth of small scale
business were examined
The findings induces: 1. The standard insurance company ahs reduced the
intensity of its advertising campaign
2. The company, which used to be major sponsor of programme on radial
has related to another customer that makes its patronage once in a while
3. The company advertise through electronic media merely. 4. The
company ahs open a new branch in Delta State without being advertise. 5.
The reason for not advertising the new branch in delta state as due to
low funds.
Also the manager believes that the advertising that ahs been in the past
still ahs a carryover on the public.
...
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgements
Abstract
Table of contents
CHAPTER ONE
1.0 INTRODUCTION
1.1. Background of the study
1.2. Statement of problem
1.3. Objectives of study
1.4. Research questions
1.5. Statement of hypothesis
1.6. Significance of study
1.7. Scope of study
1.8. Limitation of the study
1.9. Definition of Terms
CHAPTER TWO
2.0. LITERATURE REVIEW
2.1. Definition of advertising
2.2. Origin of advertising
2.3. The media
2.4. Usefulness of print and electronic
media
2.5. Types of advertising
2.6. Cost of advertising and its
merits
2.7. What is small scale business
2.8. Role and importance of small scale
business
2.9. Characteristics of successful
business owners
References
CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1. Introduction
3.2. Research Design
3.3. Population
and sample size
3.4. Sources of data collection
3.5. Method of data collection
3.6. Sample techniques
3.6. Validity and reliability of
measurement Instrument
3.7. Method of Data analysis
CHAPTER FOUR
4.0. PRESENTATION AND ANALYSIS OF DATA
4.1. Introduction
4.2. Presentation of Data
4.3. Analysis of data
4.4. Test of Hypothesis
4.5. Interpretation of results
CHAPTER FIVE
5.0. SUMMARY, CONCLUSION AND
RECOMMENDATION
5.1. Summary of findings
5.2. Conclusions
5.4. Recommendations
Bibliography
Appendix
CHAPTER
ONE
1.0.
INTRODUCTION
1.1. Background of the study
In
a society like ours and in the world in general where products and services are
identical and numerous, it has become of immense need for marketers or
producers to look out for an avenue of making their products known to the
entire market share. The number of
producing of substitute and identifiable goods and services are so enormous
that the consumer in general is placed in a confused state as regards the
product to select from a wide range.
The
market is therefore filled with marketers and producers wanting to sell their
products it ensures that ownership transfers are affected efficiently and
profitably, producers have to adapt to the functions of advertising which
include:
(i)
Marketing the process of selling cheaper
(ii)
Putting the creative executive in the
profession to task.
(iii)
Generating employment opportunities
(iv)
Creating of awareness among consumer about
the availability of product or service or about a particular idea that is
supposed to be embraced, thus contributing to standard of living and output
level.
(v)
Creating the freedom of choice from goods
and service available.
To
achieve effectiveness in these functions, above attention must be paid to
follow issues with every seriousness of that the investment in advertising
would not be wasted.
Advertising
is the means by which we make known what we have to well or what we want to
buy.
Jefkins
(1985) stated that advertising keep the potential users and consumers aware of
a product that exist.
Etal
(1978) stated that advertising enables the firm to communicate with prospective
customers to inform them of its products or services and to persuade them to
buy and use the product.
Supporting
the fact, a good advertising requires a fall for the merchandise being
featured, and this comes only from Fami Larity with the products and the people
who sell them.
Advertising
is essential in the growth of business success since it encourages competition
among business firm, which enhance the production of high quality goods and
services.
1.2. STATEMENT OF THE PROBLEM
It
is doubtful whether advertising keeps the potential users and consumers aware
of a product that exist.
It
is also uncertain whether advertising enables the firm to communicate with
prospective customers to inform them of its products or services and to
persuade them to buy and use the products.
It
is unclear whether the print media use on the growth of small-scale business
has any favourable effect on the firm.
It
may be true that advertising is essential in the growth of small scale business
since it encourages competition among business firm, which enhance the
production of high quality goods and services.
1.3. OBJECTIVE OF THE STUDY
The
objectives of the study include:
1. To
know if advertising plays a significant impact on the growth of small scale
business.
2. To
determine if the print media is more useful than electronic media on the growth
of small scale business
3. To
examine if the cost of advertising has a favourable effect on the business of
standard insurance company Aba.
4. To
identify whether advertising has a favourable effect on the business of
standard insurance company Aba.
1.4. RESEARCH QUESTIONS
1. Does advertising play a productive impact on
the growth of small scale business?
2.
Is the print media more useful than electronic media on the growth of small
scale business?
3. Does the cost of advertising merits its use
on the growth of small scale business?
4.
Does advertising has favorable effect on the business of standard insurance
company?
1.5. STATEMENT OF HYPOTHESIS
Ho:
Advertising does not play a significant impact on the growth of small scale
business.
Hi: Advertising plays a significant impact on the
growth of small scale business.
Ho:
Print media is not useful than the electronic media for the growth of small
scale business.
Hi:
Print media is more useful than the electronic media on the growth of small
scale business.
1.6. SIGNIFICANCE OF THE STUDY
Advertising
in its effectiveness represents an important part of the entire promotional
scheme that can be strategically employed by the firm for competitive
advantage. Therefore, to achieve this
purpose, direction are crucial and paramount if resource men, money and
material are not wasted, as long as the
company consider it necessary to advertise its goods there is every need to
sale higher efficiency with the weapons invariably this is what this a text
tries to portray and offer in terms of recommendation and its application to
the company in relation to these tools, advertising management and its
effectiveness on the growth of small scale business.
1.7. SCOPE OF THE STUDY
Advertising
is a very wide topic on its own, but this study is restricted to the
understanding of the impact of advertising on the growth of small scale
business with special reference to standard insurance company.
The
study is also restricted to the staff of the insurance company starting from
the senior management staff to the junior clerical staff.
Finally,
the research was to get exposed to a number of related books, journals, and
newspapers publication for review purpose.
1.8. LIMITATION OF THE STUDY
This
study is limited to an extent, due to time and financial constraints, some
other factors, including the distance between the case company and the research
station.
Coming
to financial constraints the researcher was not able to reach out for all the
requirement like journals, newspapers publications etc for review purposes, as a result of
this, the researcher used the cause study of standard insurance company Aba.
To
solve these problems the researcher has to use both the primary and secondary
data on-line work.
1.9. DEFINITION OF TERMS
The
term advertising mean: this is the arrow
head of marketing communication advertising does not open to take a close substitute
due to its vital rate in contemporary marketing and its peculiar function in
the business objectives.
Another
term in this topic is the small scale business, the definition made by some
economist, the Untied nation industrial development organization (Unido)
defined it due to its feature the areas of promotion is localized and workers
community of course, come to make branches in different towns infer at depots
the reason of not getting any consensus on what constitutes a small scale
business is that different countries are with different economics
conditions. The definition adopted by a
country is according to its economic circumstances.