CHAPTER ONE
INTRODUCTION
- Background of the Study
Advertising testing could provide a reliable feedback loop and lead to much better advertising, but many obstacles stand in the way. The first great barrier to better advertising is self -deduction. Most of us believes in our heart-to-hearts, that we know how good advertising is and that there is no need for any kind of independent, objective evaluation agencies and clients alike often think that they know how to create and judge good advertising. Besides, once agencies and clients start to fail in love with the new creative, they quickly lose interest in any objective evaluation. No need for advertising testing. Strangely, after 40 years of testing advertising, we cannot tell you if a commercial is any good or not, juts by viewing it, sure we have opinions but they are almost always wrong. In our experience, advertising agencies and their clients are just as inept and judging advertising as we are. it seems that none of us is smart enough to see advertising through the eyes of the target audience based purely on our own judgment.
A second barrier to better advertising is the belief that sales performance will tell if the advertising is working. Unless the sales response to the advertising is immediate and overwhelming. It is almost impossible to use sales data to judge the effectiveness of the advertising. So many variable are beyond our control as noted that its impossible to isolate the effect of media advertising along. Moreover, some advertising works in a few weeks, while other advertising might take many months to show positive effects, and this delayed response can confound our efforts to read the sales data. Also, advertising often has short-term effects that sales data might reflect, and long-term (year later) effects that most of us might easily overlook in subsequent sales data. Because of limitations, sales data tend to be confusing and unreliable as an indicator of advertising effectiveness.
Few companies have the budget, the patience, the accurate database and the technical knowledge necessary to succeed at marketing mix modeling. Even so; marketing modeling does not help us evaluate the contribution of a single commercial but rather the cumulative effects of many different commercials over a long period of time. Also marketing mix modeling does not tell us why the advertising worked or failed to work.
A third barrier to better advertising is a pervasive tendency of many (but not all) advertising agencies to delay, undermine, and that efforts to objectivity test their creative “babies”. Who wants a report card on the quality of their work? It is very threatening. The results can upset the creative folks the results can upset he clients. The agency can lose control. Agencies can be quite creative in coming up with reasons to avoid copy testing some of our favourtites.
The fourth barrier to more effective advertising is the big creative ego. The belief that only “the creative” in the agency can create advertising and the conviction that creativity is their exclusive domain constitutes a major barrier. Great advertising tends to evolve overtime, with lost of hard work, fine-tuning and tinkering-based on objective feedback from target consumers. Big creative egos tend to resist such evolutionary improvements. We have seen great campaigns abandoned because agencies would not accept minor tweaks to the advertising. To be fair, big ego is not limited to adverting agencies. But client egos can also be a barrier to good advertising. Research firm egos are yet another problems. Big egos create barriers because emotion is driving advertising decision making instead of logic, reason, and consumer feedback. Big egos lead to bad advertising.
1.2 Statement of the Problem
Advertising as tool of promoting profit maximization has not been fully used by business entitle like hotels and other corporations. However, the problems persist because to most people it seems to be an irrelevant expenditures.
Advertising experts have made a critique about the good effects of advertising. This is a problem statement which relates to who is involved and who will solve the problem. Despite the involvement of the media into the process of advertisement hotels simply consider it as mere theory. Therefore, practicing it for profit maximization is the overall objective of hotels proprietors in Rivers State.
1.3 Objective of the Study
The objectives of the study are designed as follows:
- to find out the effectiveness of advertising on organization profit maximization of hotels in Port Harcourt
- To find out the need to use advertisement as profit maximization of hotels in Port Harcourt.
- To find out the barriers of the effectiveness of an organization profit maximization of hotels in Port Harcourt
- To proffer solutions on the use of the effectiveness of advertising on organization profit maximization of hotels in Port Harcourt.
1.4 Research Questions 1
- To find out the effectiveness of advertising on organization profit maximization hotels in Port Harcourt
- To find out the need to use advertisement as profit marginalization of hotels in Port Harcourt
- To find out the barriers of the effectiveness of advertising on organization profit maximization of hotels in Port Harcourt.
- To proffer solutions on the use of the effectiveness of advertising of organization profit maximization of hotels in Port Harcourt
1.5 Research Hypothesis
These statements shall be formulated into null and alternative hypothesis.
Ho: There is no significant relationship between the effectiveness of advertising on organization profit of maximization of hotels in Port Harcourt
Hi: The effectiveness of advertising in the maximization profit of hotels in Port Harcourt is significant.
Ho: There are no significant barriers militating against the effectiveness of advertising in the maximization profits of hotels in Port Harcourt.
Hi: There are solutions that could enhance the effectiveness of advertising on organization profit maximization of hotels in Port Harcourt.
1.6 Significance of the Study
This study is very significant to the current Nigeria society. It will add to more researchers and actualize new trends. It is therefore agreed that at the end of this study students of the department of mass communication and seasoned media experts shall benefit immensely from the study.
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