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THE USE OF PUBLIC RELATIONS AND PROMOTING AS A APPLICATION FOR THE REBRANDING AND RE-ESTABLISHING OF FAILING PRODUCTS IN NIGERIA. A CASE STUDY OF VITA FOAM. BY SIMPLY AWOBAMISE, AYODEJI OLALEKAN MATRICULATION NUMBER: 089083015 DECEMBER, 2009 THE USE OF ADVERTISING AND PROMOTING AS A INSTRUMENT FOR THE REBRANDING AND RE-ESTABLISHING OF FAILING GOODS IN NIGERIA.

A CASE RESEARCH OF VITA FOAM. SIMPLY BY AWOBAMISE, AYODEJI OLALEKAN MATRICULATION NUMBER: 089083015 Being specialist project posted to the Office of Mass Communication, in partial fulfilment of the requirements for the award of Master of Science Level (M. South carolina. in Mass Communication, School of Postgraduate Studies, College or university of Lagos, Akoka. 12 , 2009 ASSERTION I hereby declare that study is an original job carried out by myself with rigid adherence for the laid straight down procedures, I also file that this examine was not duplicated from anywhere. And all elements used in this study were appropriated acknowledged. NAME: AWOBAMISE, Ayodeji Olalekan SIGN: ____________________________ DATE: Dec, 2009. my spouse and i CERTIFICATION This is to approve that this job titled: The use of public relations and advertising being a tool for the rebranding and re-establishing of failing products in Nigeria.

A case study of Vitafoam Nig. Plc, was carried out by Awobamise, Ayodeji Olalekan with matriculation number 089083015, and have been read and approved since meeting portion of the requirements intended for the award of a Master of Sciences (M. Sc) level in Mass Communication, College or university of Lagos, Akoko-Yaba, Lagos. _______________________ Doctor Innocent Okoye (Supervisor) ______________ Date ________________________ Prof. Ralph A. Akinfeleye (Head of Department) _______________ Date ii ________________________ Exterior Examiner _______________ Date COMMITMENT

I dedicate this task to the Immutable God for His endless mercies throughout this system. I likewise dedicate this work to my beautiful parents Main and Primary (Mrs. ) A. O. Awobamise who have always been there for me financially and morally, may the good Lord continuously reward you endlessly for your ceaseless work. God Bless you almost all. iii ACCEPTANCE Special thank you goes to my personal supervisor, Dr . Innocent Okoye who painstakingly went through every single word I wrote during my project and corrected myself when needed, I actually thank him for his thoroughness and timeliness in going through my own project even with his very tight plan.

I acknowledge the suggestions of my children members, mother and father, Chief and Chief (Mrs) Awobamise, my own siblings for their support and encouragement. We also want to recognize all other academics that caused it to be possible for me to get to this stage. Dr . Ogwezzi, Dr . Daramola, Dr . Aluma, Prof. Shobowale, Prof. Ralph Akinfeleye, i really love your teachings and pray that the very good lord is going to strengthen and take one to your destination in life. A big thanks would go to all my training course mates that made the season an enjoyable one particular. There are friends that I will certainly cherish for the remainder of my life.

Lanre Adebanwo you are appreciated. My extremely lovely friend, Feyikemi Omotosho, I thank you for the support and reassurance you offered me during this research year. Might God always reward you according on your heart desires. Thank you every for making this study successful, may Goodness continue to prize you all. AMEN. 4 ABSTRACT In Nigeria, it truly is no longer astonishing to hear a company that everyone thought was succeeding is going out from the market, the same applies for goods. The applicable financial crisis in Nigeria plus the world over has not helped issues.

Companies are folding up by the day. The case of VITA FROTH is a very unique situation for the reason that company was fast faltering and speedily losing market share, and in an attempt to reduce this down trend did some advertising and advertisement campaigns that re-established them as industry leaders. Marketing can as a result be defined as the nonpersonal communication via products, services, or concepts that is purchased by a great identified attract for the purpose of impacting on an audience. Advertising on the other hand has become defined as the art and social scientific research f inspecting trends, forecasting their consequences, counselling organizations’ leaders along with implementing a planned program of action which acts both the publics and the firm interest. Vitafoam Nigeria Plc is presently Nigeria’s leading manufacturer of flexible, reconstituted and stiff foam items. It has the largest foam manufacturing and distribution network which facilitates just-in-time delivery of its products during Nigeria. Designed on fourth August, 62 and on the floor in the Nigerian Stock market in 1978.

Vitafoam’s successful brands remain household names in the country. v STAND OF CONTENT MATERIAL Page Declaration, , , , , , , , , , , , , , , , , , , , , , , Certification, , , , , , , , , , , , , , , , , , , , , , -Dedication, , , , , , , , , , , , , , , , , , , , , , , -iii Acknowledgement, , , , , , , , , , , , , , , , , , , , iv Abstract, , , , , , , , , , , , , , , , , , , , , , , , Desk of contents, , , , , , , , , , , , , , , , , , , , -Chapter one 1 . Introduction, , , , , , , , , , , , , , , , , , , , , -1. 1 Theoretical framework, , , , , , , , , , , , , , , , , 1 . 2 Assertion of the problem, , , , , , , , , , , , , , , , 1 ) 3 Value of study, , , , , , , , , , , , , , , , , , 1 ) 4 Analyze utility, , , , , , , , , , , , , , , , , , , , , -1. 5 range of study, , , , , , , , , , , , , , , , , , , , , 7 1 ) 6 analysis questions, , , , , , , , , , , , , , , , , , , 7 1 . Aims and aim of the research, , , , , , , , , , , , 1 ) 8 Definition of terms, , , , , , , , , , , , , , , , , , , Part two Materials review mire i ii v mire 1 a couple of 5 6 6 8 8 2 . 0 Conceptual definitions , , , , , , , , , , , , , , , -2. 1 The history of advertising, , , , , , , , , , , , , , , , -2. two Theoretical framework, , , , , , , , , , , , , , , , , , 2 . 3 Explanations why products fail, , , , , , , , , , , , , , , , 2 . 4 The role of public relations in marketing a consumer brand. , , installment payments on your 5 Functions of the public relations practitioner within an organisation, , , , , , , , 2 . 6th Branding, , , , , , , , , , , , , , , , , , , , , , , 2 . 7 Standing and why it matters, , , , , , , , , , , , , , installment payments on your 8 How companies can restore trust, , , , , , , , , , , , , Chapter Three 3. 0 Research methodology, , , , , , , , , , , , , , , , , 3. 1 Data collection method, , , , , , , , , , , , , , , , , three or more. 2 Selection of study object, , , , , , , , , , , , , , , , , 3. Range of organisation, , , , , , , , , , , , , , , , , three or more. 4 Range of customers/retail outlets, , , , , , , , , , , , -3. 5 Control of the results, , , , , , , , , , , , , , , , -3. 6 Research questions, , , , , , , , , , , , , , , , , , -CHAPTER SEVERAL 4. 0 Introduction, , , , , , , , , , , , , , , , , , , , , , 4. one particular Data presentation, , , , , , , , , , , , , , , , , , , -48 5. 2 Evaluation of presented data, , , , , , , , , , , , , , , -CHAPTER FIVE BRIEF SUMMARY, CONCLUSION AND RECOMMENDATIONS five. Introduction, , , , , , , , , , , , , , , , , , , , , , 5. 1 Summary, , , , , , , , , , , , , , , , , , , , , , , 5. 2 Conclusion, , , , , , , , , , , , , , , , , , , , , , -5. 3 Advice for further research, , , , , , , , , , , , , , sixty six 5. 5 recommendations, , , , , , , , , , , , , , , , , , , , LIST OF FURNITURE 1 . Regarding respondents, , , , , , , , , , , , , , , , , , 2 . Knowing of Vitafoam, , , , , , , , , , , , , , , , vii 10 11 nineteen 27 30 31 34 36 thirty seven 0 41 42 43 45 46 46 forty eight 58 sixty four 64 66 67 53 54 3. Usage of Vitafoam products, , , , , , , , , , , , , , 54 5. When performed you start using Vitafoam, , , , , , , , , , , five. Did you ever see a period because it seemed other brands were taking over the market, , , , , , , , , , , , , , – 54 fifty five 6. Purpose Vitafoam dropped market share, , , , , , , , , 7. What gave you the idea that vita foam will not be faring very well 8. In your opinion do you think vitafoam has made a return into the market, , , , , , , , , , , , , , , , , , , , being unfaithful.

What made Vitafoam’s comeback possible, , , , , , , , 12. Have you at any time seen or heard any vitafoam offer on any local medium, , , , , , , , , , , , , , , , , , , , 11. Vitafoam advert rating, , , , , , , , , , , , , , , , 12. What up to date your decision to start out using vitafoam, 13. Most beneficial Vitafoam advert, , , , , , , , , , CHARACTERS 1 . Dividend VS Earnings per talk about for Vitafoam, , , , , , 2 . Profit following tax AS OPPOSED TO Shareholders funds, , , , , , , , , -3.

Earnings after taxes VS dividends, , , , , , , , , , , , , -Bibliography, , , , , , , , , , , , , , , , , , , , , , -68 Appendix A, , , , , , , , , , , , , , , , , , , , , , , Appendix B, , , , , , , , , , , , , , , , , , , , , , , Appendix C, , , , , , , , , , , , , , , , , , , , , , , 57 58 fifty-five 56 56 56 57 57 forty-four 44 45 70 seventy two 75 viii CHAPTER ONE PARTICULAR 1 . zero INTRODUCTION In carrying out this research, it can be pertinent that the detailed definition of PR and Advertising is definitely attempted. This really is to enable all of us have a broader perspective of the over topic.

Also a brief description of what it means for a company/product to be screwing up is relevant to the study. Advertising and marketing can for that reason be understood to be the non-personal communication coming from products, solutions, or ideas that is covered by a great identified attract for the purpose of influencing an audience. (Bruce G. Vanden Berge and Helen Katz, 1999). Public Relations on the other hand has become defined as the art and social science of studying trends, guessing their implications, counselling organizations’ leaders along with implementing a planned software of action which provides both the banal and the firm interest.

This definition was adopted 33 years ago at the initial global meeting of Countrywide Public Relations Relationship and is known as The Mexican Assertion. It should be realized that there have been a history of companies that folded up and not found their way back in to the market, two examples will be, the Planta margarine and Miller preparing company. Therefore the case of VITA POLYURETHANE FOAM is one particular a very exclusive situation since the company was fast screwing up and quickly losing market share, and in a bid to control this downward trend did some advertisments that re-established them while market leaders.

Hence my reason for exploring on this unique situation and trying to see just how PR and advertising helped in the recurring of this item. One of the reasons just for this can be tracked to the fact that additional when they turn into big, they tend to believe that success automatically breeds more accomplishment which often ends in “unfocusing of any company’s hard work. In relating these vocations i. e. Advertising and Public Relations, to the above topic (the utilization of public relations and advertising like a tool pertaining to the rebranding and re-establishing of faltering products in Nigeria).

It truly is pertinent to provide a brief look at the roles and functions promoting and Public relations is supposed to perform generally after which relate that to the product: VITAFOAM. 1 ) 1 THEORETICAL FRAMEWORK It is my opinion that once a company/product falls flat and it is the will of managing to see a recurring for the merchandise or business, then the firm should focus on how it could make a comeback and remain relevant even following its failure rather than looking at what made the organization fail. Since it is only by looking at the foreseeable future, we get an improved understanding of days gone by.

It is depending on this reasoning that I are determined to use the, EXCELLENCE THEORY BY two L. A GRUNIG, Lavidge , Steiners hierarchy of effects theory, and DAGMAR THEORY. The “Excellence Theory,  formerly proposed in 1992 (J. E. Grunig et approach., 1992), was grounded after an “extensive literature assessment and evaluation, examining theoretical positions via various academics disciplines and ontologies, which includes: marketing, psychology, communication, and feminist studies (J. E. Grunig, 1991). The project’s purpose was going to develop a new pproach to public relations, detailing to public relations practitioners what organizations must have (both in expectations and characteristics) to become excellent and the way to communicate those same concepts. The resultant qualities of excellent public relations programs take a look at all numbers of organization: program, departmental, company, and social, along with the ideal effects of exceptional public relations practice. These qualities not only present the “Excellence Theory as being a normative ideology, but as well as a great emancipatory system that aims for egalitarian opportunities for all publics.

The characteristics and associated with excellent public relations, as offered by M. A. Grunig et ing. (2002, p. 9), present an opportunity to get the important inquiry with the dominant parti within both an private public relations organization or a business with a pr component. a few Lavidge and Steiner’s Hierarchy-of-effects model is established to show the process, or measures, that an marketer assumes that customers pass through in the genuine purchase method (Barry , Howard, 1990). The unit is based on seven steps.

Lavidge and Steiner (1961) write that the actions have to be completed in a linear way, but a potential customer sometimes might move up a lot of steps together. (Lavidge , Steiner, 1961) which is maintained Munoz (2002) who publishes articles that normally ultimate customers do not swap directly from being interested for being convinced customers. Lavidge and Steiner discover the several steps in the following order: 1 ) Close to getting, but still a considerable ways from the check out, are those who find themselves merely aware of its presence. 2 . Up a step will be prospects whom know what the merchandise has to offer. three or more.

Still nearer to purchasing are those who have good attitudes toward the product individuals who like the merchandise. 4. Individuals whose great attitudes allow us to the stage of preference over all additional possibilities are up one more step. 5. Even nearer to purchasing will be customers whom couple choice with a desire to buy plus the conviction the purchase can be wise. some 6. Finally, of course , may be the step which in turn translates this kind of attitude in actual buy. (Lavidge , Steiner, 1961, p. 59) DAGMAR was developed by Russell Colley if he prepared a written report for the Association of National Advertisers.

This report was titled Defining Marketing Goals intended for Measured Marketing Results, reduced down to DAGMAR, and thereof the name, (Belch , Belch, 1995) and was later in 1969 posted as a publication with the same title (Mackay, 2005). DAGMAR focuses on the levels of understanding that a customer should have for the organisation and how to measure the results of your advertising campaign (Belch , Burp, eruct, 1995). The main conclusions on the DAGMAR theory were expressed in the following quotation: Most commercial communications that weigh on the ultimate objective of your sale must carry a prospect through four degrees of understanding.. The chance must first be aware of the existence of a brand or organisation installment payments on your He must have a comprehension of the particular product is and what it can do for him 3. He must arrive at a mental hunch or confidence to buy the product 4. Finally he must stir himself to action. (Mackay, 2005). 5 1 . a couple of STATEMENT FROM THE PROBLEM In Nigeria, it is no more surprising to hear that a company that everybody thought was doing well is certainly going out of the market, the same applies for products. Actually the major reasons why people make an effort new business ides is the fear of failure.

The prevailing economic crisis in Nigeria and the everywhere has not helped issues. Businesses are folding up by the day. In a CNN transmission, it was explained that Marks and Spencers have at this time closed more than half of their very own retail outlets in UK. It is common to see a industry’s sales start to dwindle and clientele drop, this is fine because every company, service or product as a existence circle and therefore a decline period. Nevertheless what is not really common is definitely seeing firms making a comeback after experiencing detoriorating sales and near-extinction, exactly where naturally Built-in Marketing communications consisting of both dvertising and pr should come save the day. Where Public Relations and Marketing comes in, how they help fix the crisis and put a failing merchandise back into the market is what this research is looking for. 1 . several SIGNIFICANCE OF STUDY 6th This studies significant because is the first time in Nigeria someone offers tried to empirically discover how come products are unsuccessful in relation to advertising and public relations. It is a unique project since it is rare in Nigeria to locate a case study including used in this kind of research which will experienced fall but can be presently carrying out strong in the market. 1 . some

STUDY ELECTRICITY The study could help pros in the field of pr and advertising know and understand what makes a product or perhaps company are unsuccessful and that which companies just like Ovaltine did to make a comeback into the Nigerian market. Also students of mass communication and particularly college students and scholars of advertising and public relations could benefit mainly because it would help them understand the roles advertising and public relations should play in re-establishing a failing product into the marketplace. 1 . 5 SCOPE OF STUDY This research shall focus on suppliers of Vitafoam in Ikeja, Agege and Mushin.

The researcher shall try to interview five (5) Vitafoam selling shops in each of the 3 local government areas the research desires to15325 cover. 7 I shall also be interviewing the promoting agency (TIE COMMUNICATIONS LTD) particularly the account officer in charge of the Vitafoam account could also be interviewed. Questionnaires will be distributed to customers in shops in which Vitafoam products and other competing products can be purchased, this would enable me understand how often people want to buy Vitafoam products and how advertisements/public relationships have helped make this decision. 1 . RESEARCH QUESTIONS The research findings could try to answer the following concerns, 1 . What caused the decrease in revenue of Vitafoam products? 2 . How performed public relations and advertising support restore Vitafoam into the market? 3. Exactly how identify a failing product? 4. What strategies perform public relations experts employ in re-establishing Vitafoam in the market? a few. What advertising strategies had been employed in re-establishing Vita foam in the market? 1 ) 7 SEEKS AND AIM OF THE ANALYSIS The aim of this research is to look for the following: 1 ) What made Vitafoam fail almost 8 2 .

The role public relations and advertising and marketing plays in the rebound of Vitafoam. a few. The factors in perform when Vitafoam failed. 4. The approaches used in re-establishing Vitafoam in the market 1 ) 8 DEFINITION OF TERMS Adding into consideration the terminologies used in this research it would be essential to know what these limite literarily suggest.? PUBLIC RELATIONS: is described as the fine art and cultural science of analyzing trends, predicting their very own consequences, guidance organizations’ leaders as well as putting into action a planned program of action which in turn serves both publics and the organization fascination. Advertising: This can be a collective term for community announcements made to promote the sale of certain commodities or perhaps services. Advertising and marketing is a form of mass providing, employed if the use of direct, person-to-person selling is not practical, impossible, or simply just inefficient. It is to be recognized from other actions intended to persuade the public, just like propaganda, publicity, and public relations. Re-branding: identification of merchandise with producer: the use of promoting, distinctive design and style, and other methods to make buyers associate a unique product that contain previously lost market share and hoping for a rebound, which has a specific maker. 9? Declining products: A decline in strength or effectiveness.? Re-establishing: bring back in to original presence, use, function, or location, “restore a product or service back into the market? Client: The term customer will through this study provide to describe more than one individuals that make use of and buy the organisations products.

CHAPTER TWO LITERATURE ASSESSMENT 2 . zero CONEPTUAL DESCRIPTION The researcher for the purpose of clarity would give a detailed definition of simple terminologies that might be used in this research. In the early twenties, Edward M. Bernays, frequently said to be the architect of public relations as it is practiced today, defined pr in this manner: Advertising is the administration function which usually tabulates open public attitudes, identifies the plans, procedures and interest of an organization then executing a program of actions to gain public understanding and acknowledgement.

Bernays identifies two elements underlying the practice of public relations. The very first is influencing the decision making process in a way that reconciles a client’s or perhaps employer’s aims to contract with general public expectations and serve the public interest, second, it engages communications strategies and strategies to encourage audiences to a specific alternative. In short: impact behaviour and effectively talk. 10 Marketing on the other hand, may be the process of convincing potential customers to get products or promote it is services.

The process of advertising involves a variety of strategies and multimedia. Advertisements may appear in many forms, including newspaper and magazine advertising, radio and television ads, direct mail promotions, and various other forms. With all the emergence of brand recognition as a key factor in marketing and advertising, corporations have created multi-billion buck contracts with advertising firms to promote many and solutions. These attempts have resulted in products turning into integral facets of popular lifestyle (Berge W. G And Katz L. 1999).

Rebranding can be described as the entire change in the logo, name, the labels or even the advantages of a completely new product for the purpose of re-establishing relevance in the market place. 2 . you THE HISTORY OF ADVERTISING The Microsoft Encarta Encyclopaedia (2002) explains the origins of advertising rest thousands of years in past times. One of the first well-known methods of advertising was the outdoor display, usually an eye-catching sign painted within the wall of any building. Archaeologists have exposed many such signs, especially in the ruins of ancient Rome and Pompeii.

An outside advertisement excavated in Rome offers real estate for rent, and one found painted over a wall in Pompeii telephone calls the attention of travellers to tavern operating out of another city. In medieval times word-of-mouth praise of products gave climb to a simple but powerful form of advertising and marketing, the use of so-called town criers. The criers were eleven citizens whom read public notices aloud and were also employed by vendors to shout the good remarks of their items. Although graphical forms of advertising and marketing appeared early in history as technology advanced. Printed advertising and marketing made small headway before the invention in the printing press. The brand, a wo-or three-dimensional style symbolizing a business or industry, dates coming from about the 16th hundred years, when investments people and guild associates posted attribute symbols outdoors their retailers. Among the best-known trademarks living through from early modern times will be the stripped post of the herrefris?r and the three-ball sign in the pawnbroker. When it comes to both amount and approach, advertising produced its greatest early developments in the United States. At first of American promoting nationwide promo was impractical because the country itself was underdeveloped and lacked transcontinental transport, distribution, and communications systems.

Eventually, however , certain types of manufacturers created the idea of decoding wholesalers and retailers and reaching the customer through direct advertising, primarily by means of magazines. The innovators in this field were seeds companies and book and pamphlet marketers. Mail-order properties appeared on the scene around the 1870s. To the hazard advertising, however some of the biggest houses as well sell through retail outlets. Currently, advances in advertising are international. doze Patent-medicine corporations loomed huge in British newspaper and magazine advertising and marketing from scarce outside the booming areas.

The patent-medicine bottlers made a gross revenue of among 80 and 90 % and could consequently well afford to spend funds publicizing all their remedies. Railway and steamship lines were also among the early users of advertising in the us, not only to praise the luxury and comfort of their modes of travel yet also to publish their plan and rates. Late inside the 19th 100 years many companies began to marketplace packaged merchandise under brandnames. This development initiated a fresh era inside the history of promoting.

Previously, these kinds of everyday household products as sugar, cleaning soap, rice, molasses, butter, milk, lard, coffee beans, confectionery, candle lights, pickles and a host of others had been sold in neighbourhood shops from large packages. Consequently, consumers experienced seldom been aware of, or motivated by, manufacturers. In The uk and in the United States, the soap-makers had been early marketers of packed and branded products. The first “household name detergent brands, which date by about 1880, include Ivory, Pears’, and Colgate. Soon afterwards this sort of brands because Royal Baking Powder, Quaker Oats, and Waterman’s Pens were nationally advertised.

Right after the time for the twentieth century Us citizens began to be mindful of such brand names as Wrigley and Coca-Cola. 13 Other countries worldwide, through advertising are also mindful of certain brands. After World War 1, advertising developed into a business and so big that it became practically a hallmark of Us itself inside the eyes on the planet. This growth was triggered by many scientific improvements, as well as the expanding American industry motivated innovations and improved techniques that taken advantage of other areas of business inside the nation and the world in particular.

The invention of electricity led to the illuminated outdoor paper prints, photoengraving and other modern printing inventions helped both the content and promoting departments of printed periodicals. Public-relations professionals used marketing increasingly because an important ways of communication. Marketing is huge advancing around the world with the aid of technology, and advertisers are changing their tactics or moving over such to match the technologies available and making maximum use of these kinds of technologies in promoting. A good example may be the proliferation with the Internet.

Additional on-line pc networks in addition has compensated simply by opening a whole new channel for advertising. Advertising development in Nigeria could be traced to about 1928 with the birth of West Africa Publicity Limited. An off shoot of UAC, the business 14 was set up to cater for the marketing actions of the impérialiste masters in both Nigeria and Western Africa. This company was after to transform to a fully fledged advertising organization in 1929 known as Lintas with two other subsidiaries newly Afromedia, the outdoor medium and Pearl/Dean, the cinema provide.

With the preparing of the businesses then advancing by expatriates, the companies would have been to enjoy a monopoly for a long time to come it absolutely was not until 1950’s once other marketing agencies began to emerge within the scene. Ogilvy, Benson and Martha (OBM) and Give were later to join the fray to create the big three in the my spouse and i n m u h t 3rd there’s r y. The medium of advertising is at its childhood in those days Government owned National Broadcasting Firm (NBC) in which he only tv stations that operated inside the four areas of East, West, North sometime later it was Midwest.

These kinds of regions afterwards set up all their private stations pioneered by the West, at Ibadan, ahead of independence. In 1960 and 1962 respectively, Enugu and Kaduna used suit. Current creation of more areas by the General Yakubu Gowon (rtd) administration and creation of even more states by simply both Alhaji Shehu Shagari and Ibrahim Babangida routines, more express government-owned tv and radio stations were founded. Daily Moments, Express, Tribune, New Nigeria and Design were among the fore-runners in newspaper creating. Some express governments as well published 15 ewspapers that addressed their local audience. Two major magazines- Trommel and Spear from Daily Times stable were also at the moment published. Involving the early 1960’s and 70, there was zero spectacular advancement in the industry. But the promulgation of Nigeria Corporations as promotion Decree of 1972 commonly known as Indigenization policy ushered in a fresh phase in the industry. The insurance plan transformed important positions in corporate organisations to indigenes. Mr Silvester, Muoemeka was by the dictates of the insurance plan to emerge the initial indigenous leader of Lintas.

Lintas even more empowered even more Nigerians to consider the business of advertising several of whom had to leave transmissions to accept the new pondering. By the after 1970’s yet , two committed agencies, Rosabel Advertising and Insight Interaction, sprang up. The coming in the two firms which till today remain doing perfectly, no doubt, was a watershed in the industry of marketing in Nigeria as the agencies brought new suggestions into the market while currently taking creativity to the next. Before the turn of the decade, 23 agencies had been created.

With the constant growth in the number of professionals and companies arose the advantages of associations to become formed to advance their prevalent interests and a regulating body to that would control and standardize advertising practice. A sixteen meeting with the agencies held at Ebute Metta, Lagos in 1971 was going to metamorphose in Association of Advertising Practitioners of Nigeria (AAPN) with the aim of protecting practitioners against unfavourable organization. The affiliation was later renamed Association of Advertising Agencies of Nigeria.

While the market continued to grow in amount of business and complexity, increasing numbers of people were interested in the industry. The need to create an company to regulate advertising practice became apparent. This kind of gave rise to the establishment of Advertising and marketing Parishioners Council of Nigeria (APCON) by simply Decree fifty five of 1988, later has been renowned Act 55 of 1988 by the civilian administration in November 1989, the initially meeting with the association held somewhere in Ebute-meta, Lagos finally culminated to the birth of APCON. APCON started procedure in 1990 with the career of the leader registrar in the person of Dr Charles Okigbo.

The era of economic restructuring and liberalization opened up the Nigerian organization to global economy. Overseas investments started flowing in the economy the expatriates who once still left the shores of the area due to the indigenization policy little by little returned. And with these people, the growth in economy. Aside, privatization of mass communication moderate in the 1990’s also seen the setting up of private held media houses which are platforms for ad placements. “But in the 1990’s the sector came surviving. Not only that alarming and plans agencies such as Prima Garnet, Sotu and Caesers sprang up, the sector began to 17 xpand beyond marketing as full services general public relation businesses such as the Particular JSP and Quest had been established. As well the period witnessed the mad dash of international affiliations. Even though some agencies desired this affiliation to help improve their human being capital, others just signed up with the bandwagon just to truly feel among. inches As the business expanded, related services companies joined the fray to cash in on the boom. Not long after they formed themselves in association to also even more heir trigger and protect their curiosity. Media 3rd party Practitioners Connection of Nigeria (ADVAN), outdoor Advertising Connection of Nigeria (OAAN) emerged.

Not long the industry became an all 4 corners affairs. Competition became incredibly stiff and practitioners started out adopting unwholesome means to undercut one another. Sector debt started to be a major issue to the magnitude that it fascinated the attention of past government who encouraged the experts to find a way of resolving the perennial problem. Just as competition continued to get stiff, companies did not others on their oars as they embarked on training with their staff that is to be able to meet the challenge of recent day marketing. As imagination took center stage, the industry observed a lot of innovation and creative ideas.

The foreigners who started coming back brought with them standard and professional which in turn changed the advertising scenery. Restructuring, training and brand building and creativity took centre level. 18 Today, Nigerian advertising industry is usually making efforts to make sure that they scored up to global industry practice. Affiliations also avails them of specialized know-how in the areas of creativity and teaching. From deploying foreign advertisements, the industry has grown to shooting their adverts in your area and treating a lot of local content material in their campaigns.. 2 THEORETICAL FRAMEWORK This kind of research could critically consider three different theories which have been relevant to the study topic. The theories will be as follows: Superiority theory by J. E. Grunig DAGMAR theory simply by Mackay Lavidge , Steiners Hierarchy-of-effects theory EXCELLENCE THEORY The “Excellence Theory (J. E. Grunig et al., 2002) was initially developed, and it is continually getting tested, to be able to demonstrate the actual for pr practices that are both effective and moral for all get-togethers involved. Pr, as described by L.

E, Grunig (1992), is “the management of conversation between the business and the banal that it interacts with. Throughout the continued operate of the Excellence Project, the “Excellence Theory demonstrates just how excellent pr is able to interact and 19 work with equally internal and external banal, recognizing that publics are certainly not merely unaggressive audiences taking messages in a hegemonic structure, 1 although that each community that has contact with the message is usually viable and enfranchised with agency. The “publics in public areas relations can be found within and out of doors the organization.

Every public, throughout the interaction together with the public relations professional, allows for a number of perspectives and insights toward a single target or a collection of goals. If these groups are not allowed the choice to obtain their particular voices noticed and acknowledged as active and important, decisions are made by dominant coalition (L. A. Grunig ain al., 2002) without each of the mitigating elements and information placed in front of them, leading to the when dominant organization losing economical, political, and social capital within and among the publics served.

It is this important perspective to public relations, improving publics as ethical and moral creatures, that M. A. Grunig et ‘s. (2002) lined up with if they considered the most significant question to get ethical public relations: “How is one to balance the interests of society, from the public relations occupation, and of the individual professional (p. 556). The “Excellence Theory,  actually proposed in 1992 (J. E. Grunig et ‘s., 1992), was grounded upon an “extensive literature assessment and evaluation, examining assumptive positions via various academic disciplines and ontologies, which include: marketing, mindset, communication, and feminist twenty tudies (J. E. Grunig, 1991). The project’s purpose was to produce a new method to public relations, detailing to public relations practitioners what organizations need to have (both in expectations and characteristics) to become excellent and how to communicate those same concepts. The resultant features of excellent advertising programs look at all levels of organization: program, departmental, company, and social, along with the wanted effects of superb public relations practice.

These qualities not only present the “Excellence Theory being a normative ideology, but as well as a great emancipatory system that aims for egalitarian opportunities for any publics. You will and associated with excellent pr, as provided by M. A. Grunig et ing. (2002, s. 9), offer an opportunity intended for the essential inquiry of the dominant coalition within possibly an antonymous public relations firm or a company with a pr component.

The brand new possibility pertaining to the theory as well as its pragmatic features position the “Excellence Theory as a important paradigm suitable to the current requires critical research within pr. DAGMAR Russell Colley created DAGMAR if he prepared a report for the Association of National Promoters. This report was eligible Defining Marketing Goals for Measured Advertising and marketing Results, shortened down to twenty one DAGMAR, and thereof the name, (Belch , Burp, eruct, 1995) and was after in 1969 published being a book together with the same name (Mackay, 2005).

DAGMAR was created to encourage considerable objectives for each stage with the communication (Smith , Taylor swift, 2002) and deal strictly with the communication (Mackay 2005). DAGMAR is targeted on the levels of understanding that a client must have pertaining to the business and on how to measure the effects of an advertising campaign (Belch , Belch, 1995). The main a conclusion on the DAGMAR theory had been expressed inside the following estimate: All business communications that weigh within the ultimate objective of a sale must bring a potential customer through 4 levels of understanding.. The prospect need to first know about the existence of your own brand or enterprise 2 . He or she must have a comprehension of what the system is and what it will do intended for him 3. 4. He must arrive at a mental suspicion or certainty to buy the merchandise Finally he or she must stir himself to actions. (Mackay, 2005, p. 25-26) 22 The communication must be specific and measurable, which is therefore based upon a hierarchical model containing the several stages decide above in the quotation (Mackay, 2005).

The DAGMAR procedure has had a massive influence for the how to established objectives inside the advertising organizing process and lots of planners employ this model because their base. Yet , just as the other techniques within promoting, DAGMAR have been met with evaluate. One of the major criticisms towards DAGMAR is on its reliability on the hierarchy-of-effects theory, just as with AIDA. Consumers do not constantly pass through the stages in a linear way. Another criticism made towards DAGMAR procedure is that it focuses too much on approaches.

Many innovative people within just advertising are looking for the great exclusive idea that can result in a successful plan and feels that the DAGMAR approach is actually concerned with quantitative measurements within the campaign (Belch , Burp, eruct, 1995). LAVIDGE , STEINERS HIERARCHY-OF-EFFECTS UNIT This model was published throughout the same period as DAGMAR. The style was called the hierarchy-of-effects model which can be the same identity as some creators used on the building blocks theory, and may therefore go under the name, Lavidge , Steiners Hierarchy-of-effects model with this study. twenty-three

According to the model clients do not switch from getting completely uninterested to become convinced to buy the item in one stage. Lavidge and Steiners hierarchy-of-effects model is created to show the procedure, or steps, that an marketer assumes that customers go through in the actual purchase process (Barry , Howard, 1990). The version is based on several steps, which will as with the other versions must be designed in a linear way. The big difference among this model and the others isn’t just the steps, but also the lovely view on how to pass them. Lavidge and Steiner (1961) create that the actions have to be completed in a thready way, although. potential buyer sometimes may move up a number of steps at the same time. (Lavidge , Steiner, 1961, p. 60) which is maintained Munoz (2002) who produces that normally ultimate clients do not change directly from being interested for being convinced customers. Lavidge and Steiner determine the several steps in this order: 1 ) Close to purchasing, but still a considerable ways from the check out, are individuals who are merely conscious of its lifestyle. 2 . a few. Up one step are leads who really know what the product can give. Still nearer to purchasing are those who have good attitudes toward the product. 24 4.

Those whose great attitudes allow us to the level of choice over all various other possibilities are up still another step. a few. Even nearer to purchasing are customers who have couple choice with a desire to buy and the conviction that the purchase will be wise. 6th. Finally, naturally , is the stage which explicates this attitude into actual purchase. (Lavidge , Steiner, 1961, s. 59) Lavidge and Steiner (1961) also wrote, in their article, that they will be fully mindful of the energetic purchases that customers could make, but they imply that for higher economical goods these steps are important for the marketer to include.

It also has as being a premise that advertising arises over a period of time, and may not really lead to instant response and purchase. It is rather a series of effects that has to occur, with each step satisfied on the way for the next stage (Lavidge , Steiner, 1961) Behind it is relating to Burp, eruct , Belch (1998) the premises that advertising results occur with time and advertising communication might not exactly lead to immediate behavioural response or order, but rather, consumers must fulfil each step prior to (s)he can easily move to another stage in the hierarchy. Burp, eruct and Burp, eruct 1998, p. 146). 25 As with the previous models talked about, this model is criticised. The criticism upon Lavidge , Steiners model is very like the one built on DAGMAR and AIDA. There is continue to no data on the fact that awareness of a products causes purchase, and the steps remain unclear. Criticism has also been manufactured on each individual step in the model. Authorities do not think that the style explains how the customers should go from one step to another and to point out the steps without describing them additional is not really seen as enough.

CRITICISM ON THE HIERARCHY OF EFFECTS THEORY. The designs that are depending on the structure of results theory (Mackay, 2005) can be extremely helpful tend to be not conclusive. There are several factors that these versions do not ingest consideration. 1 . Not all customers go through all stages, 2 . The levels do not automatically occur in hierarchical sequence, three or more. Impulse acquisitions contract the process. (Smith , Taylor, 2002, p. 97) The hierarchy models help the advertiser to spot the stages that customers generally goes by through, but cannot be utilized as obvious guidelines (Smith , Taylor, 2002). dua puluh enam

As found earlier with this chapter the criticism around the models and theories are extremely similar. They may have all recently been met with the criticism that customers tend not to always follow a straight line of steps the moment purchasing a merchandise. Not all customers pass through every one of the steps before buying a product, a lot of may visit one stage, and some might go back many steps before later on returning for the merchandise. 2 . three or more REASONS WHY ITEMS FAILS It would surprise one to hear that, a staggering 70-80% of all new releases in the price tag grocery sector fail (www. allbusiness. com). In Great Britain, the pace may be as high as 90% (www. rchives. tcm. ie/irishexaminer). Of every 3, 500 raw ideas for new products, only 1 makes it to the marketplace (www. faculty. msb. edu). And a whopping 46% of all methods allocated to cool product development process in the U. S. are spent on items that fail (www. teachers. msb. edu). Marketing Sensible Group in Dallas-Fort Worth-Arlington, TX features the thoughts and opinions that no company can carry out without bringing out new products or extending their brand line if they want to remain above water in a competitive market or perhaps if they don’t want goods and manufacturer image to look stale.

Is it doesn’t opinion of this group that Quisp Food, Ipana Toothpaste or Commodore Computers failed because that they failed to put into action a new product development process to keep their 27 stable of brands vital or a new flawed cool product development procedure to begin with. According to Gwinavere Johnston, owner and CEO of Johnston Wells Public Relations, if your answer to one or more with the following questions is certainly, then chances are that is the reason your product failed. 1 . Do you do the best amount and kind of marketing exploration in the primary stages of the new product expansion process?. Should you conducted research, did you follow the outcomes or ignore them? several. Was the product released ahead of its time? some. Was your product released on the down side of a waning novelty or pattern? 5. Would your item take on a life of its own therefore you got to a spot your new product development process could hardly turn back? six. Were you as a firm able to perform the product towards the consumer’s wants? 7. Would your new product development process make a “me-too item? Second in the industry is a severe position to get. How various flavoured oceans does the world need? eight.

Was your small business too financially conservative and too extreme in its anticipations for a speedy ROI? being unfaithful. Is your product development process as streamlined as it must be? 28 15. Is your product hitting a little ahead of or along with a tendency, or can it be a novelty? According to Gwinavere Johnston when this kind of a problem occurs what is often needed is usually an overhaul in your new product development process, which is difficult to see from inside the organization. You can need a consultant in the new/returning product development procedure, someone who has been in the trenches and has received a do share of successes and failures.

That individual has the exceptional ability to watch your new product development process and, from their numerous years of observing other organizations, will be able to pinpoint where in your cool product development process modifications should be made. According to Glenn Moray, corporations that are unsuccessful or which might be at the verge of collapsing, at 1 point in time all made the same mistake that brought about their very own waterloo: declining to focus on of great importance to their publics. If publics are the organizations a company relies on for success, it is dangerous to neglect these people by?? Focusing on share value to the detriment of quality and honesty, Forming planks that are not suitable for strong corporate and business governance, Misleading shareholders, personnel and others by not posting the full history, Emphasizing what is legal, rather than what is ethical, and/or Ruining employee jobs and savings through organization misconduct. 29 From the above statement by Glenn Moray, it can be deduced that customer consciousness and understanding is extremely important to the achievement of any business or item.

When a organization is in problems, tell investors and indeed every stakeholders that full magnitude of the harm and precisely what are in place to curb the condition or mitigate the effect with the problem/distress. 2 . 4 THE ROLE OF PUBLIC RELATIONS IN MARKETING SOMEONE B L A N D. According to Glenn Moray from the Moray Evans Advertising, The strategic role of PR for client brands is crucial to advancing the impact and credibility of advertising. The questions we all so often request from a PR work are: (1) what are you trying to attain with your PR over the long run, and (2) how does this integrate along with your marketing and marketing and sales communications plan?

The obvious strategic function for PR-a role that meets a communications objective that is tough for standard advertising to address-is to produce community cast while at the same time matching consumer cast for the manufacturer. PR is usually uniquely able of building relationships with neighborhoods (geographic, market, social, politics, special fascination, etc . ) through occasions, sampling, triggers, in-kind support, and sponsorships, to name a f at the 30 t. PR gives messages certainly not normally addressed in typical advertising.

For instance , good news about the client’s business, new services or new degree of commitment to service, how well the client is testing up within its competitive set, the client’s organization heritage, and also the client’s involvement in the community. These kind of messages are critical to creating a positive advertising environment to get our advertising and marketing. Equally important, it creates buzz for our client as a business. According to Leana Clark (2002), PUBLIC RELATIONS builds impetus into the launch of a fresh ad campaign. This provides exposure between media travel arrangements and improves frequency of brand exposures throughout the duration of the advertising period.

In the guard brand awareness and top-of-mind consideration, you will discover few substitutes for genuine frequency. And last, yet certainly not least, we prefer to see PUBLIC RELATIONS reinforce, inside the consumer’s mind, those moments when a organization chooses that will put a stake in the earth: The kick off of a new market, acquisition of another organization, a new relationship, a product launch, relevant differentiation, or fresh leadership with a brand new vision. All of these provide benefit to the buyer. 2 . five ROLES WITH THE PR SPECIALIST IN AN COMPANY 31

Relating to Gwinavere Johnston, you will discover four principal roles for the corporation’s main public relations officer. The first is to serve the organization as a messfühler of interpersonal change. He perceives individuals societal rumblings that auger good or perhaps ill for the organization. In many ways, he/she is much like the adnger zone chief whom gives the early warning. Along with pondering the yearnings and stirrings, he/she interprets the signals to get the managing team. Portion of the job while corporate messfühler is to maintain management aimed at those external problems not really usually considered part of owning a large organization.

He/she may be the one who says “you may care for other brands a Rob Nader or maybe a Jesse Knutson, but you should never underestimate the ability they hold over persons and conditions that can damage our business.  The second part is that of company conscience. I trust you , plus your colleagues a manager , will not infer that just public relations professionals have a conscience , or that public relations individuals are either even more ethical or more moral or have a greater commitment to offering the public interest than professionals with other titles.

In fact , there might be others with increased of these attributes than the person with the general public relations/ communications title. But the fact of the matter is that staying the corporate notion is not in the job description of other thirty-two executives. It can be , or perhaps should be , in the job description in the chief advertising officer. The 3rd role of the chief community relations/communications official is that of communicator. The tendency , especially in recent times, as I labeled earlier , is to think that communications, largely working with the media, printing, electronic and digital , is his/her only role.

Though marketing communications is an important section of the job that is certainly hardly the case. The global firm has two distinct followers, one exterior, the various other internal. Sales and marketing communications with both audiences move in two directions: the actual corporation says to their external stakeholders and what it says to its employees, distribution and provide chains, and shareowners. Listening is as essential a part of the work as speaking , as well as the chief pr officer must be equally good at both. For both people, the “why” and “how” of an action or insurance plan is invariably while important, if not more so , compared to the “what” as well as the “when. The goal of communications is somewhat more than to share or notify, its primary purpose is always to bring about understanding. No matter how effective the diffusion of information in regards to a corporation, it will not succeed unless it genuinely reflects the corporation’s conduct. Above all, the organization must always deliver on their promises, if guaranteeing the reliability of the product or perhaps achieving profits goals. In the words from the rapper, for anyone who is gonna speak the talk, you need to walk the walk serves as. 33 The fourth role is usually to serve as business monitor.

Because the public relations/ communications section is the company’s voice and also has thus major a role dealing with and commenting on public problems, there is a requirement for constant monitoring of policies and applications to make sure that they accord with both the company’s commitment and with public targets. If they fall short, it’s the job in the chief public relations officer to agitate for new programs and policies. Failing to do so means, simply, that he/she is definitely not really fulfilling the requirements from the job.

In summary, the chief advertising officer offers four jobs: corporate messfühler, corporate notion, corporate communicator and corporate screen. As corporate sensor and company conscience, they contributes to and participates inside the decision making process. It is his/her job to anticipate modifications in our social environment and make sure the corporation’s response is in the open public interest and accords with public anticipations. In the functions as business communicator and company monitor, they speaks pertaining to the corporation both truthfully and timely and makes certain the corporation is providing on it is promises.. six BRANDING A very famous proverb goes: Precisely what is in a term? A went up will still smell the same, even if it is known as by one other name! thirty four However , with the advent of latest technology and changing trends, time has come whenever we need to do several rethinking. Today, everything is definitely online and online: virtual cash, online business and thus name or rather branding is the central facet pertaining to anything. Not merely any organization, but for any kind of particular enterprise, branding is vital word. Your brand is the identification of an enterprise.

Just think of Marilyn Monroe and the very first thing that is available in your mind is flying blouse. When we speak about online business, the brand name identity is a foundation pertaining to building a relationship with your consumer beyond item, distribution, costs, or location of your organization. It takes on an integral part lurking behind the success of virtually any product. Company is the marriage that guard future earnings by protecting customer devotion. Leana Clark simon (2002), claims that, “Usually consumers have lot of selection of products in the same industry segment so brand loyalty plays an important role for your business growth.

A company with high credibility and company loyalty succeeds in keeping consumers re-buying their product rather than going to a rival. Statistics inform that it usually takes five times as much money to find a customer since it does to keep one. Moreover a satisfied customer also helps in generating person to person publicity which increases the potential c u s t um m at the r t . Marketing goes beyond marketing. All facets of your business will need to reflect 35 and support your designed brand to create a long term and fruitful romance with your customers.

According to Helen Katz in her book Advertising and marketing Principles, A lot of work goes in developing a brand. That involves more picking a catchy name. This steps could possibly be followed to create a brand: 5. Define your brand * Determine the goal of your manufacturer * Discover your target audience * Identify the barriers and crush them * Package your company then provide your manufacturer 2 . several REPUTATION AND WHY THIS MATTERS The reputation of a company or method what decides how a good a product with the long run and exactly how their customers see such a product or service.

It would be kept in mind that in 1986, Coca-Cola built a blunder by aiming to change the flavour of cola which decreased their sales drastically. This reduction in revenue was largely due to the perception customers have got about softdrink. The taste of the product in the end defines the brand name and is as well part of what customers perceive when they see the product. And so when the taste changes, then simply of course belief changes. Buyers want to see their particular brands while reliable and constant, and for a company to maintain its standing, such a firm must 36 ensure that it provides it consumers what they want. This kind of statement was upported by Gwinavere Johnston (2002), if he said, “Reputation can are the cause of a large portion of a company’s market capitalization, and can be it is most important long-term asset. This impacts a business in a myriad of ways, including stock selling price, and the ability to attract and retain buyers and workers. Corporate standing is based on factors such as??? Top quality of products or perhaps services, Earnings and business performance, Balance and justness as an employer, Level of honesty in business methods, Degree of integrity and visibility, and Participation in local communities.

Today, with mistrust of the corporate world at an all-time high, corporate trustworthiness is an over-riding aspect. Whether they like it or not really, companies today are at the mercy of public constituencies. That means there is growing identification of the ought to foster a good reputation by producing positive associations with various publics.  installment payments on your 8 JUST HOW COMPANIES CAN EASILY RESTORE TRUST If organization is to get back the trust it has dropped due to questionable ethics and other business methods, it must give public relations with a seat with the executive thirty seven evel managing table instead of just depending upon public relations when a crisis a r i actually s at the s. Customer confidence is at its lowest point, because evidenced by simply ongoing research in 2002, by Schenkein’s research spouse Roper ASW. Corporate wrongdoing, stock market falls, and layoffs were offered as reasons behind the erosion in corporate and business trust. Americans put the fault squarely for the shoulders of CEOs, Nigerians also position the blame about those in power and CEOs of enormous organisation and financial organisations such as banking institutions, insurance companies, investment firms and so on, who according to Roper, won’t be “let ff the hook” easily. Consumers look at CEOs while the “bad guys, ” and blame their greed for the ensuing crises which may have elicited their particular anger. Clearly, we reside in an environment in which every company is under the microscope and negative organization stories seem every day within the front page of our newspaper publishers. According to Jerry Donovan, “Quite practically, public relations can be managing associations with various banal, a role that grows in importance as reputation turns into ever more important to organization success. Businesses can bring back trust in various ways, many concerning traditional PAGE RANK strategies, including:??

Using ethics and fairness as requirements for all organization decisions, Retaining an focus on quality of products or services, Openly showing truthful details with all banal, 38?? Actively seeking input coming from publics and being alert to concerns, Reviving a commitment to community communities, and Creating forums to motivate dialogue with constituencies. The bottom line is that companies must make that a priority to value the needs coming from all publics, and also to forge good relationships with them. The cornerstone of the good relationship is trust, and trust is based on open and honest communication.

Powerful public relations notify a provider’s story in a manner that is accurate, honest, and straightforward to understand, helping to establish a status for reliability.  A fantastic relationship likewise requires a readiness to listen, and true advertising is a two-way process. PR professionals know that to manage interactions, they must appreciate and respect public concerns and opinions. They must also go a step further, to serve as the public’s endorse within an o r g a in i unces a to i o n. In place, corporate advertising professionals often play the role of an outsider.

By simply questioning decisions and their effect on customers, the community, employees, yet others, public connection professionals take the public point of view to an business, fostering it is ability to be responsive to community concerns. 39 CHAPTER 3 3. zero RESEARCH TECHNIQUE According to Jacobsen (2002: pg 34) there are two ways to carry out scientific analysis, one is the qualitative procedure the various other is the quantitative approach. The qualitative way is more appropriate for research that aims to get a deeper information about a certain subject, i. electronic. explorative.

A great explorative exploration method aims to investigate some units because it is used to learn nuanced data (Jacobsen 2002: pg 38). Researchers using a qualitative way are more in to finding just how people experience their lives and their target is rather to visit an understanding instead of to reach a static research (Bell, 1999). A quantitative approach however is more suitable when the research is a broad spectrum of units since it can be described as theory tests research approach. A research similar to this has a target of getting larger knowledge about a certain subject (Jacobsen, 2002: pg 29).

A researcher making use of this approach gathers data and after that tries to examine the relationship between the different 40 productions. The specialist measures and uses medical techniques which could give quantifiable and feasible general findings. Since Advertising and marketing and advertising is all about emotions and finding people’s fascination. Quantitative exploration used alone could lead to defective conclusions as it could provide the researcher troubles when aiming to understand thinking and perceptions among the interviewees.

But when used alongside the qualitative procedure, it gives the researcher a broader point of view about the topic area. The researcher shall therefore make use of the survey method and the specific interviews (which is a mix of the qualitative and the quantitative research methods). 3