Documente Academic
Documente Profesional
Documente Cultură
SERVICES
BY
POLYTECNIC NASSARAWA,
NASARAWA STATE.
AUGUST, 2009
i
APPROVAL PAGE
Marketing
_______________ ____________________
___________________ ____________________
___________________ ____________________
___________________ ____________________
MR S.S YARO SIGN/ DATE
COURSE COORDINATOR
_____________________ ____________________
A.O ALEJE SIGN/DATE
EXTERNAL EXAMINER
ii
CERTIFICATION
This is to certify that this research work was conducted by Mgbe, Philip
Obi and submitted to meet the requirement and regulations governing the
___________________ ____________________
iii
DECLARATION
I Mr. Mgbe, Philip Obi do declare that this project was solely undertaken
This work is neither copied from some ones work nor conducted by some
___________________
MGBE PHILIP OBI
___________________
SIGNATURE
___________________
DATE
iv
LETTER OR TRANSMITAL
Department of Marketing
Federal Polytechnic,
Nasarawa State
Department of Marketing,
Federal polytechnic,
Nasarawa.
Dear Sir,
their course of study, undertake a project work and sub sequently make a
I here by submit with honor and pleasure, a detailed work in the project
Yours Faithfully,
v
DEDICATION
This research work is dedicated to the Almighty God, who is his infinite
mercy has made the completion of this program a very successful one for
vi
ACKNOWLEDGMENT
My most profound gratitude goes to God Almighty for His unending grace
and mercy through out my programme Also for the wisdom, knowledge
E. C Rowland for lots of his time that I have taken in so many ways, He
has been so patience enough, despite lots of his commitments, to take his
Mallam Suleiman Yero, Mallam Mohammed Yero, Mr. Kufreh Inyang, Mr.
Iliya Bawa and Mrs. Rowland Monica for the knowledge they impacted on
following persons whose love and affection I will never for get. My friends
and Ekobosowor Abanag. My twice brothers Amba and Manyo Mgbe Neji.
I also owe immense thinks and appreciation to both academic and non
are as well my parents and mentor, Sir and lady Patrick Enya Abang (K S
vii
institution. I can not thank you enough and I have not yet find a word I will
describe who god creator has made in you, its only god that will bless
you, I wish to express my gratitude to all those who in one way or the
you all.
viii
ABSTRACT
ix
TABLE OF CONTENTS
Title Page- - - - - - - - - - i
Approval Page- - - - - - - - - - ii
Certification- - - - - - - - - - iii
Declaration- - - - - - - - - - iv
Letter of Transmittal- - - - - - - - - v
Dedication- - - - - - - - - - vi
Acknowledgement- - - - - - - - - vii-viii
Abstract- - - - - - - - - - - ix
Table of Content- - - - - - - - - x
CHAPTER ONE
INTRODUCTION
End Notes - - - - - - - - - 10
x
CHAPER TWO
LITERATURE REVIEW
2.0 Introduction- - - - - - - - - 11
End Notes- - - - - - - - - - 23
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction- - - - - - - - - 24
3.3 Population-- - - - - - - - - 25
xi
CHAPTER FOUR
CHAPTER FIVE
5.1 Summary- - - - - - - - - - 43
5.2 Conclusion- - - - - - - - - 44
5.3 Recommendation - - - - - - - 45
Bibliography 46
Appendix I 47
Appendix ii 48-51
xii
CHAPTER ONE
BACKGROUND OF THE STUDY
1.0 INTRODUCTION
To both the potential employee and the potential client, the
hand and that of the media owner on the other, legally the agency
the publishers and paid a commission in the space which they sold.
1
1.1 HISTORICAL BACKGROUND OF THE CASE STUDY
agency has its own mission which she is set to carry out. Some of it
ending basis.
2
produce work that soars make them proud and fosters the brand
agency.
existence and she can’t do it if she doesn’t employ the help of the
4
1.3 STATEMENT OF OBJECTIVES
ii. The project also attempts to point out the various contribution
iii. The project as well attempts to point out the intricacies involved
The hypothesis that could be tested for the was states thus.
Ho: Advertising agencies and this roles played does not increase
Hi: Advertising agencies and their roles played does increase the
5
1.5 SIGNIFICANCE OF THE STUDY
consumers from this study are immeasurable. The study that is the
it shows how much the agencies activities improve the sale level of
her product.
6
1.6 SCOPE OF THE STUDY
to make sure that her goals and that of the organization is achieved.
1. Time constraint, the time allowed for the project work was short as
research tool employed thereby limiting the case study to the limited
7
4. Some respondent never completed the questionnaires as they
were misplaced.
advertiser.
and services
media. Agencies receive fees for the work from their clients.
advertising.
5. Tools: Any thing that helps one to do ones job, research tools like
questionnaires.
8
6. Organization: - This simply means that activity of organization, the
7. Product: A product is both what a seller has to sell and what a buyer
has to buy. Any enterprise that has something to sell tangible goods
where any given firm is set to achieve; it’s the profitable growth of a
business.
9
END NOTES
marketing. 4th Edition. (Prentice Hall of India, Private Limited). Page 420 –
435
(New York: MAC – grew hill Book Company). Page 105 – 109
10
CHAPTER TWO
LITERATURE REVIEW
2.0 INTRODUCTION
The advertising agencies are independent organization as
stated earlier and they require qualified personal to carry out the
management functions:-
manager, but another is not the area of our interest for the purpose
11
Frank Jerkins (1984) sees advertising agencies as a body that
other hand and that of the media owner on the other. George E.
programme for its clients, that many major companies use and
clients.
Both David shelly Nicholl (1979) and David Nylen (1980) have
12
agency has chairmen, mid level manager the clerks etc. and its
Agencies like other business known have to file all the financial and
Production Traffic
managers
and traffic Make the ads and get
Production the right ad to the right
Managers
Media time
Buyers
Managing
Director Planners Decide upon media and
negotiate price
Lay out
Creative
Develop concept and
Art Director
create copy and
Account
Account Account Manager
management Directors Executives Account
13
2.2 FUNCTIONS OF THE BOARD MEMBERS
agency
iii. The Account Director: This director is usually of the board rank
fees and budgets with clients and is the link between the client.
sells his agency to clients and is the link between the clients and
agency.
media e.g. what media will get, what advertising in what size,
14
According to Leo Bogart (1967) that there are some specific
iii. The computer as a new tool for decision making has not
15
2. Copy chief: The copy chief hires and fires all writers and overseas
their work, often during the writing possible to the creative direction
iii. Agencies tries to find customers for the goods and services of
many sellers;
16
v. The agency analyse the present and potential market for which
advertising
clients
viii. There study all the media available to ensure which can be
independent organization
specialists of all sorts who apply their skills and talents to make their
17
iii. The agency maintains day to day contact with outside specialists
iv. The agency saves money for their clients’ this is because most
media organization allow the agency to keep 15% of money paid for
use of their media. Thus 15% paid by their agency reduces the
their client. They are therefore expected to give their clients the best
There are some roles which can be played by client that will be of
situations
18
f. Avoid interfering with agencies media relationship.
The agency on the other hand should play its own part by
approval.
iii. Fees and Retailers: If clients are too small and the 15%
19
iv. Fees Commission Combination: Some agencies collect
advertising functions
segments of advertising
20
2.9 HOW AGENCIES GAIN THEIR CLIENTS
most companies have already such services each year while small
agencies may be writing to work with a new company & grow along
firms until they are to spend at least the 1 million per year on
that spends less than the 5 million per year. Once that expenditure
thus agencies must constantly search and compete for new clients.
with their clients, the media and out side parties that might provide
business to them.
21
with new clients. The group is responsible for writing solicitation
communications campaign.
agency can gain new business is through its reputation. Agency that
clients.
22
END NOTES
23
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 INTRODUCTION
It’s been defined by Longman dictionary (2003) as “the set of
Information on data for this research work were collected from two
consulted.
24
3.2 RESEARCH INSTRUMENT
The data for this project work were collected with the aid of the
following instruments.
or negative
3.3 POPULATION
25
3.5 QUESTIONNAIRE DESIGN
returned.
26
CHAPTER FOUR
questionnaires aim at all the research work, out of the number given
only (30) were dully completed and returned while twenty (20) were
not returned.
method.
Table 1
27
Analysis: 60% of the respondents, falls on the Males and the
the female.
Table 2
Table 3
Marital Status:
Analysis: 35% of the respondent falls within the single staff while
the greater of the percentage which is 65% falls within the married
respondents.
28
Table 4
Analysis: 17% of the staff falls within M.sc/MBA while the greater
Table 5
Analysis: This implies that the 53% goes to the senior staff in the
Table 6
29
Negative 12 33
Total 30 100 %
SOURCE: SURVEY DATA 2009
opinion that the ad-agency roles does not affect the organization is
a positive way.
Table 7
30% and been the lowest percentage shows that those respondent
development.
Table 8
30
Respondent response whether client do always employ the
the respondent falls within 35% do not accept that client always
Table 9
Analysis: From the above table, 30% of the respondent agreed that
their company that is the agency has never had any form of
that the agency has been in very good relationship with their client
31
Table 10
public
agreed that the agency used the Radio as source of its advertising
media while the remaining 30% percent goes to the respondent with
view that the agency uses the Television, Newspaper and Magazine
I therefore conclude that the agency used the radio mostly for
advertising client product as this is the only source that can take or
Table 11
of advertising agencies.
help of the ad-agencies to that the company can increase the sales
of her product.
Table 12
Analysis: From the above table 50% of the respondent agrees that
this last client is in the majority stage and also 50% percent of the
conclude that the present stage in the product life cycle of the client
on the majority and the growth stage because this one has the
33
Table 13
Table 14
agreed that client make them feel very responsible while 30%
34
agreed that client makes them fell irresponsible in discharging their
feel responsible and that makes them carry out their duties
successfully.
Table 15
Analysis: From the above table 100% of the respondent agreed that
shall be reproduced.
35
The responses whether roles played by advertising agencies affect
services.
Using chi-square
X2 = (O – E) 2
E
POSITIVE NEGATIVE
Manager 18 x 10 = 6 12 X 10 = 4
30 30
Chi – square
X2 = (O – E) 2
E 36
X2 = (7 – 6) 2= 0.16
6
X2 = (5 – 4.8)=2 0.008
4.8
X2 = (6 – 7.2)=2 0.2
7.2
X2 = (3 – 4) 2= 0.25
4
X2 = (3 – 3.2)=2 0.16
3.2
X2 = (6 – 4.8)=2 0.3
4.8
X2 = 0.16 + 0.008 + 0.2 + 0.25 + 0.013 + 0.3 = 0.931
D.F (R – 1) (K – 1) = (2 – 1) (3 – 1)
1x2=2
DECISION RULE
We reject Ho: Since the calculated figure is greater than the table
services.
37
Opinion Manager Senior staff Junior staff Total
Positive 10 4 3 17
Negative 3 6 4 13
Total 13 10 7 30
SOURCE: SURVEY DATA
X2 = (O – E) 2
E
POSITIVE NEGATIVE
CONTINGENCY TABLE
Chi-square
X2 = (O – E) 2
E
38
X2 = (10 – 7.3)=2 0.99
7.3
X2 = (4 – 5.6)=2 0.45
5.6
X2 = (3 – 3.9)=2 0.2
3.9
X2 = (3 – 5.6)=2 1.20
5.6
X2 = (6 – 4.3)=2 0.67
4.3
X2 = (4 – 3.0)=2 0.33
3.0
D.F (R – 1) (K – 1) = (2 – 1) (3 – 1)
1x2=2
DECISION RULE
We reject Ho: Since the calculated figure is greater than the table
The following findings were obtained from both the data analysed
b. That due to the changes made in sales of good and services client
with client shows the trust, and the agency can be related upon at
anytime.
40
CHAPTER FIVE
5.1 SUMMARY
definition. We say firm which design advert for client who wish to
the researcher.
Under the chapter two which is the literature review, the researcher
41
agencies, as it can be seen in the preceding chapter the researcher
advertising agencies really made its efforts to see that her client
meet up with the marketing of her product. How this client product
would have been in low sales and they would have been no
5.2 CONCLUSION
of their clients.
done base on the result of this research and analysis of data, the
42
ii. Advertising agency contributions leads to the growth and
organization.
5.3 RECOMMENDATION
On the basis of the findings and conclusion from this research, the
43
BIBLIOGRAPHY
420 – 435
Jefkins Frank, (1984) Advertising today 3rd Edition, (High Holborn; Bell
-50
44
P. Kotler, (1988), Marketing Management, (Eglewood Cliff; Prentice hall
Inc) page 50 – 55
109
APPENDIX I
Dear Sir/Madam
45
In this regard, you are expected to please provide accurate answers to
the question, your response will assist the researcher in no small way to
All responses should be treated as highly confidential and not be used for
Yours faithfully,
APPENDIX II
1. Sex:
Male ( ) Female ( )
2. Age:
a. 20 – 25
b. 25 – 30
c. 30 – 35
d. 35 – 40
3. Marital Status:
a. Single ( )
b. Married ( )
4. Qualification:
46
a. M. Sc / MBA
b. B. Sc / HND
c. ND / NCE
d. WAEC / SSCE
5. Position held:
a. Senior Staff
b. Junior Staff
a. Positive ( )
b. Negative ( )
a. Positive ( )
b. Negative ( )
advertising agency
a. Positive ( )
47
b. Negative ( )
a. Positive ( )
b. Negative ( )
48
10. What advertising media does your company adopt to make the
a. Radio
b. Television
c. Newspaper
d. Magazine.
advertising agencies
12. What is the present stage of your last clients in its product life
circle?
a. Introductory Stage
b. Growth Stage
c. Maturity Stage
d. Decline Stage
49
13. What are the recommendations of clients towards the
advertising agencies?
a. Good
b. Poor
c. Fair
14. Do clients always make you the agency responsible when carry
a. Positive ( )
b. Negative ( )
objectives.
a. Positive ( )
b. Negative ( )
50