ABSTRACT

This work is on the impact of advertising on the services of fast food industry using Mr. Biggs as a point of reference. Service quality and customer loyalty in business to business setting are vital in achieving business success. The main scope of the work is to give an insight on advertising creativity. The findings show that, indeed, advertising creativity has a huge impact on services rendered in the fast food industry. Advertising is a prominent feature of modern business operations. One could encounter advertising messages, while watching TV, reading magazines, listening to the radio, surfing the internet or even simply working down the street, as advertising has a stimulating influence on purchasing behavior of the consumers. This study concluded that advertising is one of the most important medium of communication influencing the services of the fast food industry.

CHAPTER ONE

INTRODUCTION

1.1 DEFINITION OF ADVERTISING

The word advertising comes form the latin word "advertere meaning” to turn the minds of towards". Some of the definitions given by various authors are:

According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization."

According to American Marketing Association "advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor".

Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers.

1.2 STATEMENT OF THE PROBLEM

It is an established fact that advertising plays a very significant role in creating product or service awareness in the market place. David and James (2002) argued that advertising is one easy way to educate existing and prospective consumers about a product or service. Although it is common for people to relate the performance of a company with the priority it gives to advertising, people tend to forget that advertising budgets are a huge source of costs for the organization. In fact, the amount of resources committed by firms to advertising has steadily grown over the years because of the increased awareness and sophistication of consumers (Kotler, 2009).

Mr. Biggs Enugu should consider advertising as an inevitable tool for survival in the highly competitive market like fast food. Empirical evidence has proven that most products in Nigeria have close substitutes that are either locally produced or imported. This implies that Mr. Biggs Enugu would have to rely heavily on advertising to create a brand and distinguish it from other fast food organizations in the minds of consumers. Thus, advertising in Enugu has become the gateway to survival and the acquisition of market share. However, the need for survival, the desire to control larger market share and the dream of creating brand loyalty in the minds of consumers have made successful organizations to pay much attention to advertising programmes without recourse to the extent to which advertising has been able to commensurately improve their services.

1.3 SIGNIFICANCE OF THE STUDY

The study is expected to yield a number of desirable benefits, the most essential of which is contribution to existing knowledge. Specifically, the findings of the study would provide direction as to the effect of advertising costs or expenditures on the services, sales revenue and profit of Mr. Biggs Enugu. Thus, the study is expected to contribute as well to other organizations as it reveals the importance and effects of adverting to their products and services.