The Role Of Advertising In Brand Building

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The Role Of Advertising In Brand Building


Abstract


This study examines the role of advertising in brand building taking Nigeria Bottling Company Plc. as a case study. Four research questions were formulated, these are: how important is advertising to brand building? Are they any relationship between advertising and brand building? Is there any negative effect of advertising on an organization? What roles does advertising play in promotional strategy? In other to obtain data for the study, 50 questionnaires were administered which all were retrieved, and interviews were conducted among selected heads of departments. This was analyzed using simple percentage. This study found out that advertising is very vital in building one’s brand but with the right marketing mix. It also found out that advertising helps in increasing sales and very profitable in an organization.


Chapter One


Introduction

1.1 Background of the Study

There are numerous definition of advertising, there is no one generally accepted definition due to its wide nature. For Albert Lasker, who has been labeled the father of modern advertising “Advertising is salesmanship in Print” he could be right based on the fact that he gave this definition when all adverts were in print. (Arems Williams 2009, Pg. 3) Frank Jefkins (2007; Pg. 17) min his book “Advertising Made Simple”, says “advertising is the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost”. Olu Falemo (2007; Pg. 18), defined advertising as “mainly pad communication, the ultimate aim in which is to make the target audience form a good image about a product or services and induce action beneficial to the advertiser in the form of sale or product or services” For the purpose of this study however, advertising in my own words “is a form of communication for marketing which is used to encourage, persuade or manipulate on audience (viewers, readers, listeners, or sometimes a specific group) to continue to take some new action. Advertising however, in this study would be considered to include all above the line and below the line advertising. Above the line advertising refers to: advertising exposed through the major media such as radio, television and billboards. On the other hand, below the line advertising has to do with advertising done on such thing as: bulletins, calendar, T-shirt, caps, gift item and other point of sales materials. (kieval J. kumar 2008 Pg. 117-120).

Advertising as defined by the advertising practitioners council of Nigeria (APCON) “is a form of communication through the media about product, services or ideas paid for by an identified sponsor with the aim of imparting information about the product, services or opinion. (APCON, 2005; PP 17-20). Advertising can be considered an institution within the social, ethnical, economic and legal environment. Some would argue that the institute exercises social control but has a social responsibility making people accept what advertising offers rather than giving the complete information on all that is available (David Schmer, 2002 Pg. 8). However, advertising’s purpose is to promote the sale or use of goods and services. The conception of brand has marked a turning point in business whether its regard as brands identify, brand equity, or brand loyalty (Hart and Murphy, 2008 pg. 12). The brand now places a first impression in the product market. It set what people consider and also determines whether the business will succeed or even fail. A brand therefore is the most important part of the business because the success of brand is identical to the business success. A brand is not a product. It is more prominent than a product itself. It leads company in the way to differentiate product from competitors. The competition in specific direction is the key issue that brand is facing nowadays. Thus brand is a challenge for the company to become globally competitive in this globalization zone. (kafferer 2007, pg. 18). In essence, it is safe to say a brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as “Cultural accessories and personal philosophies”.

A brand is a product, service or concept that is publicly distinguished from other products, services, or concept so that it can easily communicated and usually marketed. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. For an organization to achieve its set target it must attempt to effectively manage the element of marketing mix, product, price, place and promotion activity is part of the communication elements (Michelle 2008, Pg 12). Advertising is intended to make the product known to the consumers. It is used to inform the consumers’ original impression about the product. There is therefore an argent need for the manufacturer to centrally reveal what the people (consumer) want (product) how they want such a product or service.


1.2 Statement of the Problem

The conception of brand has marked a turning point in business whether its regard as brands identify, brand equity, or brand loyalty (Hart and Murphy, 2008 pg. 12). The brand now places a first impression in the product market. It set what people consider and also determines whether the business will succeed or even fail. A brand therefore is the most important part of the business because the success of brand is identical to the business success. On this background the researcher wants to investigate the role of advertising in brand building.


1.3 Objective of the Study

The objectives of the study are;

  1. To ascertain the role of advertising in brand building
  2. To evaluate the effect of outdoor advertising on brand equity
  3. To assess the role of advertising on building equity

1.4 Research Hypotheses

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

  1. H0: there is no role of advertising in brand building
    H1: there is role of advertising in brand building
  2. H02: there is no the effect of outdoor advertising on brand equity
    H2: there is the effect of outdoor advertising on brand equity

1.5 Significance of the Study

The study will be very significant to students, media, organizations and the general public. The study will give a clear insight on the role of advertising in brand building. It will also serve as a reference to other researcher that will embark on this topic


1.6 Scope and Limitation of the Study

The scope of the study covers the role of advertising in brand building. The researcher encounters some constrain which limited the scope of the study;

a) Availability of Research Material:

The research material available to the researcher is insufficient, thereby limiting the study

b) Time:

The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study


1.7 Definition of Terms

Advertising:

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services.

Brand Building:

Brand Building is generating awareness, establishing and promoting company using strategies and tactics. In other words brand building is enhancing brand equity using advertising campaigns and promotional strategies. Branding is crucial aspect of company because it is the visual voice of the company


1.8 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows

  1. Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
  2. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.
  3. Chapter three deals on the research design and methodology adopted in the study.
  4. Chapter four concentrate on the data collection and analysis and presentation of finding.
  5. Chapter five gives summary, conclusion, and recommendations made of the study

Chapter Five


Summary, Conclusion and Recommendation

5.1 Introduction

It is important to ascertain that the objective of this study was to ascertain the role of advertising in brand building. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of the advertising in brand building


5.2 Summary

This study was on the role of advertising in brand building. Three objectives were raised which included: To ascertain the role of advertising in brand building, to evaluate the effect of outdoor advertising on brand equity, to assess the role of advertising on building equity. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of Nigeria Bottling Company Plc, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made HRMs, production managers, senior staff and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies


5.3 Conclusion

In light of the above, the study examined the role of advertising in brand building. The study pointed out advertising creates brand awareness. It also came out of the study that advertising builds repetitive and cognitive loyalty. The research concludes that auction floors should use radio, TV and newspaper to reach their customers grown provinces and this will enable them to build their brand through these media. Further, we conclude that that auction floor management should invest in marketing and branding in order to increase brand awareness, brand visibility, association and perceived quality


5.4 Recommendation

When this advertising is presented in an inspired and efficient manners it creates an perpetual notion on the consumers mind about brands and may even amend his acuity of what he needs brands are ever lasting in seeking challenge and searching for more and more consumers to be drawn into their field of influence and advertising in dubitable plays a momentous role in their pursuits.


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