Evaluation Of The Use Of Advertising As A Promotional Tool In Manufacturing Industries In Nigeria (A Case Study Of Tuyil Pharmaceutical Industries Limited, Ilorin)

Project and Seminar Material for Marketing

Evaluation Of The Use Of Advertising As A Promotional Tool In Manufacturing Industries In Nigeria (A Case Study Of Tuyil Pharmaceutical Industries Limited, Ilorin)


This research topic is an evaluation of the use of advertising as promotion tool in manufacturing industries. That is through examination of the uses of advertising advertising is a paid form of non – personal presentation and promotion of ideas, goods or services lay an identify sponsors. It can also be said that advertising is an from of communication through media about a products and ideals and helps to sell brands of products and ideas and helps to build confidence in company and institutions to consumers about the brand or/and compelling information to consumers about the brand or company that have been paid for by identified sponsor. However, it is also an instrument used to educate, create awareness and inform the potentials and existing customers about about a new product. No company or companies can do without advertising its products, product that even sell self make do with advertising because once a product is been produced and is in the market, automatically, an act of advertising is being practice, customers a times have no or knowledge about the product either in terms of the company’s name, logo, usages and other but with the help of advertising, customers/ consumers may have knowledge of what they want to buy. Therefore, advertising is one of the promotional mix which helps the company to have high return on sales of a product and also build good image to the company.

Table of Contents

  • Title page
  • Certification
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of contents

Chapter one

1.0 introduction

  • 1.1 background of the study
  • 1.2 statement of the problem
  • 1.3 objective of the study
  • 1.4 significance of the study
  • 1.5 scopes of the study
  • 1.6 limitation and constraint

Chapter Two

2.0 Literature Review

  • 2.1 Meaning of promotion
  • 2.2 Type of promotion tools
  • 2.3 Meaning of advertising
  • 2.4 Rationale of advertisement
  • 2.5 Types of advertising
  • 2.6 The benefits of advertising to business organization
  • 2.7 The problem associated with advertising in business organization
  • 2.8 The need for advertising in tuyil pharmaceutical
  • 2.9 Formulation of hypotheses

Chapter Three

3.0 Research Methodology

  • 3.1 Research population
  • 3.2 Sampling techniques
  • 3.3 Sample size
  • 3.4 Research design
  • 3.5 Source of data collection
  • 3.6 Methods of data collection
  • 3.7 Administration of instrument
  • 3.8 Method of data analysis

Chapter Four

4.0 Data Presentation and Analysis

  • 4.1 Brief history tuyil pharmaceutical industries ltd.
  • 4.2 Presentation and analysis of data
  • 4.3 Hypothesis testing
  • 4.4 Discussion of finding

Chapter Five

5.0 Summary, Conclusion and Recommendation

  • 5.1 Summary of finding
  • 5.2 Conclusion
  • 5.3 Recommendation
  • 5.4 Bibliography

Chapter one

1.0 Introduction

1.1 Backgrounds to the Study

When any manufacturing undertaking spring up, it becomes imperative for its name to be known and whenever any productive activity (firm) faces hard time, nothing is more required than for its benefit to be made known and subsequently revived. Also a firm having no drawbacks need relent in its effect to proclaim the importance of its products and services by increasing consumer awareness over its products and services through promotion.
Promotion spills over into almost every aspect of the marketing mix which is made up of a set of combined elements or variables which are partially controllable of influencing the consumer in a definite way.

Subsequently, promotional activities are all strategies that are implemented by tuyil pharmaceutical industries limited, ilorin to foster the sales of their goods its is a controllable infeudated programme of communication method and materials designed to present the company and its product to prospective customers to communicate needs satisfying attributes of products towards the end of facilitating sales and thus contributing to long – run profit performance.

The major promotional tools include sales promotion, advertising. Personal selling and publicity.

These four major promotional tools aimed at exploiting the availability of demand stipulating element in the marketing mix.

But, with regards to this study, advertising will used as an evaluation as a promotional tool in manufacturing industries.

However, advertising is a paid form and non personal presentation of idea by an identified sponsor.

It is used to create awareness. Educate and persuade current or existing and potential customers of a particular product.

Undoubtfully, a splendid product, an exceptionally low piece and an ideal retail outlet place would. Produce negligible revenue and profit, if the promotion systems are not firm market or the general public regarding the company’s product and its benefit. Finally, recommending ways in which some problems of promotional tools can be alleviated by industries.

Also, to broaden the knowledge of potential businessmen and workers in particular about the various steps to take before engaging in promotional activities.

1.2 Statement of the Problem

in regard to this study, the use of advertising will be evaluated as a promotional tool in manufacturing industries.
The researcher want to do cetical examination about the use of advertising to the pharmaceutical companies.
Tuyil pharmaceutical industry limited, ilorin will be taking as a case study, whether advertising really worth doing or it is a waste of resources.

Does it really have any positive or negative impact on the sales of pharmaceutical company?

However, through examination of the usefulness of advertising as a promotional tool in manufacturing industries is what the researcher want to research on.

1.3 Aims And Objectives of the Study

The objective of this research project can be enumerated as follows:-

  1. To evaluate the use of advertising as a promotional tool in manufacturing industries in nigeria.
  2. To know the meaning, benefits and problems of advertising on the potential consumers and also the organization of large.
  3. To evaluate the effectiveness of advertising
  4. To measure the effectiveness of advertising.
  5. Furthermore, recommending ways in which some problems of promotional tools can be alleviated by industries, also to broaden the knowledge of potential businessmen and marketer in particular about the various steps to take before engaging in promotional activities.

1.4 significance of the Study

This research project will be of great importance to the department of marketing and students of marketing at all level, because it studies the evaluation of the use of advertising as a promotional tool.

It will also broaden the students’ knowledge in knowing more about promotion.

This project is as well useful to the other pharmaceutical companies and the marketing organization or executives of the company will have one or two points to gain from the report which will be useful to the development of the company.

The management of tuyil pharmaceutical industries limited, ilorin will also find this research project a good and beneficent one because the centre focus of the study is on their organization and it will be a great tool to be used in making necessary adjustments to their operations.

The society at large are not excepted from the benefits of this research project as the study does not cover only tuyil pharmaceutical company who produces these product.

Vamoron blood tonic, tutolin cough syrup, tudox suspension, tumol syrup, karaole pain relief gecrol suspension, vitamin a (syrup, tucillin syrup and so on but also includes ways on how promotion will contributes to the satisfaction of every individual as a whole.

Lastly, the project work is to meet the partial requirement for the award of higher national diploma in marketing as regulated by national board for technical education (NBTE)

1.5 Scope of the Study

Evaluation of the use of advertising as a promotional tool in manufacturing industries in Nigeria is a broad scope which includes the following scopes:

A. Territorial Scope:

the area of coverage of this research work is centered on evaluation of the use of advertising as a promotional tool and it is going to deal precisely with the contribution of advertising in the development of manufacturing industries in Nigeria.

It will also cover the benefit of advertising and its problems to solve those problems in other organizations.

b Geographical Scope:

this are covered in terms of location is a very wide rage where there are numerous consumers who make use of tuyil pharmaceutical products, right from kwara state to other places where the products are being marketed across the countries.

c. Industrial Scope:

this research work will cover the pharmaceutical industry, using tuyil pharmaceutical industry as a reference point of firm that products consumers’ product are meant to satisfy human needs and wants in meant to satisfy human needs and wants in dream of providing and promoting sound health.

d. Time Scope:

as a result of the limited time , this project will only take a period of one year and with life or validity of the outcome will be tenable to two and half years as a result of change in market condition.

1.6 Limitations and Constraints of the Study

one of the important problem encountered by the researcher while undertaking this study is FINANCIAL CONSTRAINT which deprived the researcher of the ability to visit many places and meet the widely dispensed consumers of tuyil pharmaceutical industries limited ilorin and to gather enough data.

The researcher also faces the SECRECY being atteched to information by business organization in Nigeria.
Tuyil pharmaceutical industries limited, ilorin, is inclusive and consequently had adverse effect on the realization of information and data needed in this study.

It is not all that easy to combine the writing of this project with the school lecture, test and the forthcoming examination because of the limited TIME.

With all these constraints and limitations, the researcher’s will still be successful.

5.1 Summary of Finding

advertising is to create awareness, educate the consumers and finally to target market about a particular product. From the test of hypotheses formulated in the chapter four, it can be seen that advertising has positive impact on the sales level of manufacturing industries. Therefore, advertising is an exercise worth doing in any manufacturing industries because it will definitely increase the sales level of such organization.

Furthermore, the through advertisement. Advertising serves as a link between the manufacturer and the cnsumers, thereby giving useful information that the consumers needed about a particular product. Through advertisement, one can be able to have knowledge about how to use or administer a product which can be displayed and demonstrated on TV or by the use of bill boards.

Advertising also regains customers by letting them know that there is improvement on a particular product and also to let customers know that there are more users being discovered about a particular product.

Finally, advertising create awareness about new innovation been made on products, this allows both the projent and potential market to be aware of the new development that is being made on the product.

5.2 conclusion

this research study critically shows that use of advertising as a promotional tool especially in manufacturing industry is not a wasteful exercise, i.e it really worth doing in any manufacturing industry to adopt the use of advertising activities as a promotional tool. This will definitely enhance and increase the sales level of the company’s product, tuyil pharmaceutical industry limited is therefore advice to continue in making use of advertisement which has really contributed greatly to the economic growth of the organization. However, advertising has helped the organization in providing useful information to the customers and also it has helped them to regain their lost customers.

In conclusion, advertising as a promotional tool is very useful and important in all the manufacturing industries and important in all the manufacturing industries and it is advised to adopt by all the organization in order to improve the sales level of the organizations aims and objectives.

5.3 Recommendation

Considering the fact that advertising is an effective means of bring the product nearer to the people which is way of contributing to the sales level. Tuyil pharmaceutical industry limited and its line of production should be increased in order to create more awareness for their customers.

I can really recommend that more of the company’s advertisement should be placed on every available advertisement medium so as to bring its product nearer to the people. It is also recommended that frequency at which the company’s advert are heard be increased; this is born-out of the fact that not all television stations receives net work signals regularly as a result of signal problems with domestic satellite of the Nigerian television authority (NTA) network should be sparely used for advertisement.

In conclusion, it would be economical and cost effective with more positive effect to use other local effective with more positive effect to use other local stations available to bring the products to the grassroots.

Again organization should not rely largely on advertising alone but on other promotional mix, so as to boost their sales level.

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