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ABSTRACT
This study gives a comparative analysis on the role of institutional advertising in mass mobilization. Specific objectives include; identifying the factors that motivate consumers to respond to institutional advertising, to find out specifically the type of advertising that motivates consumers to respond to an offering, as well as to determine the role of institutional advertising in mass mobilization. Four research questions were formulated. The researcher formulated two hypothesis, the null hypothesis states that institutional advertising plays no significant role in mass mobilization, while the alternate hypothesis states that institutional advertising plays a very significant role in mass mobilization. A description design was adopted in this study, because the population was few. The population of the study comprised of 80 residents of Rukpokwu in Obio-Akpor Local Government Area. Yaro Yamane formula was used to determine the sample size. The sample size for this study is 67. Results shows that Institutional advertising helps to instill confidence, trust and goodwill about the brand in the minds of the customers, promotes the benefits of using the brand’s products or services, as well as establishes, maintains and improves the image of a brand in the market and in the eyes of the target audience. From the hypothesis testing, since the tc is higher than the tt value the null hypothesis is rejected and the alternative hypothesis is accepted which states that Institutional Advertising plays a very significant role in mass mobilization. It is therefore recommended among others that companies should pay more attention to using institutional advertisement that not just motivates consumers but also create personal relationship between the company and its consumers.
TABLE OF CONTENTS
TITLE PAGE – – – – – – – – – i
CERTIFICATION – – – – – – – – – ii
DEDICATION – – – – – – – – – iii
ACKNOWLEDGEMENT – – – – – – – – iv
ABSTRACT – – – – – – – – – – v
TABLE OF CONTENTS – – – – – – – – vi
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY – – – – – 1
1.2 STATEMENT OF PROBLEM – – – – – 5
1.3 PURPOSE OF STUDY – – – – – – 6
1.4 SIGNIFICANCE OF THE STUDY – – – – 6
1.5 RESEARCH QUESTION – – – – – 7
1.6 RESEARCH HYPOTHESIS – – – – – 7
1.7 SCOPE OR DELIMITATION OF THE STUDY – – – 7
1.8 DEFINITION OF TERMS – – – – – 9
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 INTRODUCTION – – – – – – 10
2.2 CONCEPTUAL REVIEW – – – – – 13
2.2.1 CONCEPT OF ADVERTISING – – – – 15
2.2.2 CONCEPT OF INSTITUTIONAL ADVERTISING – – 18
2.2.3 OBJECTIVES OF INSTITUTIONAL ADVERTISING – – 18
2.2.4 TYPES OF INSTITUTIONAL ADVERTISING – – – 19
2.2.5 ADVANTAGES OF INSTITUTIONAL ADVERTISING – – 20
2.3 THEORETICAL FRAMEWORK – – – – – 21
2.3.1 HOWARD-SHETH MODEL – – – – – – 21
2.4 SUMMARY OF LITERATURE REVIEW – – – – 22
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 INTRODUCTION – – – – – – – – 23
3.1 THE DESIGN OF THE STUDY – – – – – 23
3.2 THE POPULATION OF THE STUDY – – – – 24
3.3 THE SAMPLING TECHNIQUES USED – – – – 24
3.4 DEVELOPMENT OF RESEARCH INSTRUMENT – – 25
3.5 VALIDATION AND RELIABILITY OF THE RESEARCH
INSTRUMENT – – – – – – – – 26
3.6 ADMINISTRATION OF THE INSTRUMENT – – – 26
3.7 DATA ANALYSIS PROCEDURES/TECHNIQUES – – 27
CHAPTER FOUR
PRESENTATION, ANALYSIS AND DISCUSSION OF DATA
4.1 INTRODUCTION – – – – – – 29
4.2 ANALYSIS OF DATA – – – – – – 29
4.3 HYPOTHESIS TESTING – – – – – 37
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 SUMMARY – – – – – – – 40
5.2 CONCLUSION – – – – – – – 41
5.3 RECOMMENDATIONS – – – – – – 41
REFERENCES – – – – – – – – 42
APPENDIX I – – – – – – – – 46
APPENDIX II – – – – – – – 47
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Institutional advertising is defined as the promotional message aimed at creating an image, enhancing reputation, building goodwill, or advocating an idea or the philosophy of an organization, instead of sales promotion. When employed by an organization to market itself (instead of its products), it is called corporate advertising. (businessdictionary, 2018)
The main objective of institutional advertising is to build a positive image and to generate goodwill about a particular industry, rather than to promote sales. The benefits, ideas and philosophies of the business are conveyed in a lucid manner. Because of its attempts to create a positive image, it is closely related to public relations. In this, the organization markets itself rather than its products.
It is also referred to as corporate advertising. It does not attempt to sell anything directly. It just informs the public of what the institution is doing for the society in terms of education, health, environment, etc. The channels used for institutional advertising may be radio, television, print and digital. One prominent example of institutional advertising is the ads showing the harmful effects of smoking, ads by Idea targeting corruption, by ITC donating every 1 rupee on each Classmate notebook sold to the villages, etc.
For example, in the case of ITC, the company started by selling cigarettes. When it started diversifying into other fields such as stationery and processed foods, it needed an image makeover. So, they teamed up with Child Relief and You (CRY) as part of its campaign for education (indirectly promoting their Classmate notebook range). ITC donated Re 1 from every sold notebook to CRY. All their notebooks carry environmentally friendly messages.
The world’s biggest oil corporation, Gulf Oil, spreads awareness about the issue of oil spills in the ocean and of how oil mining is hazardous to the marine life. They have also launched a campaign to save the environment.
Adidas has also launched a campaign to donate 10% of all their revenues to orphans in Africa.
The advantages of institutional advertising are that the image of the company is improved, investors and customers are attracted and it also helps in product diversification (as in the case of ITC).
According to Unicef.com, mass mobilization is defined as a process that engages and motivates a wide range of partners and allies at national and local levels to raise awareness of and demand for a particular development objective through face-to-face dialogue. Members of institutions, community networks, civic and religious groups and others work in a coordinated way to reach specific groups of people for dialogue with planned messages. In other words, social mobilization seeks to facilitate change through a range of players engaged in interrelated and complementary efforts.
Today, advertising is a multi-billion industry, employing hundreds of thousands of people and affecting billions of people’s lives worldwide. Yet, seeing as advertising clutter has increased tremendously and is more intense than ever, it is vital that companies differentiate themselves from competitors by creating even more powerful, entertaining and innovative advertising messages, as well as sponsoring different events. The end point of any production or manufacturing activities is consumption. Therefore, whatever product or service that is produced must satisfy the needs of the consumer adequately. The consumer is said to maximize his satisfaction when his money utility equals the utility of the offer he receives in exchange for the money. Contemporary marketing calls for more than just developing a good product/service, Pricing it attractively and making it accessible to consumers. Companies must also communicate with their present and potential customers. Advertising is one of the major tools companies use to direct persuasive communications to target buyers and publics. The spender includes not only business firms but museums, professionals and social organization that advertise their causes to various target publics.
Organizations obtain their advertising in different ways. In small companies advertising Agencies are used. Large companies set up their own advertising departments, who develop advertising strategy, approved advertising agency, advert and campaign and handle direct mail advertising, dealer display and other forms of advertising not ordinarily performed by the agency most companies use an outside advertising and to select and purchase media. Advertising objective is a specific communication and achievement level to be accomplished with a specific audience in a specific period of time. If, the desired results are to be achieved, the product must be good and acceptable to the consumer; advertising must be carefully planned in advanced; right appeals/claims must be adopted; the right type of media must be used; the cost must not be excessive; reasonable frequency must be provided; right distribution channel must be selected; and the price of the commodity must be right i.e. acceptable to the consumer (Anthony, 2009).
1.2 STATEMENT OF PROBLEM
Many a time, consumers have turned down the content of advertisements due to various reasons. Some consumers maintain that the information content of the advert is not enough, while some say that the information content of the advert does not reveal the contents of the product.
What are the attitudes of consumers towards institutional advertisements? If the above submission is upheld, perception should explain or account for why a consumer should prefer brand in a vast array of vase brands in the market.
In the light of the above exposition, this study focuses on how institutional advertisements influencesmass mobilization.
1.3 PURPOSE OF STUDY
The main objective of this study is to undertake a comparative analysis of institutional advertising in mass mobilization. The specific objectives include;
1. To identify the factors that motivate consumers to respond to institutional advertising.
2. To find out specifically the type of advertising that motivates consumers to respond to an offering.
3. To determine the role of institutional advertising inmass mobilization.
1.4 SIGNIFICANCE OF THE STUDY
The implications of this study will help organizations to take institutional advertising more seriously and so as to give them a better exposure in the fast growing competitive markets.
Again, would also serve as a reference material for students and marketing practitioners.
Furthermore, would help to capture customer’s feedback and will served as a guide in drawing up service improvement strategies to meets the subscribers demand.
1.5 RESEARCH QUESTION
This study has these research questions.
1. What are the factors that motivate consumers to respond to institutional advertising?
2. What type of institutional advertising motivates consumers to respond to offering?
3. What are the roles of institutional advertising in mass mobilization?
1.6 RESEARCH HYPOTHESIS
Ho: Institutional Advertising plays no significant role in mass mobilization.
H1: Institutional Advertising plays a very significant role in mass mobilization.
1.7 SCOPE OR DELIMITATION OF THE STUDY
This study was limited to the effectiveness of the role of institutional advertising on mass mobilization. The respondents comprises of residents of Rukpokwu in Obio-Akpor L.G.A., Rivers State.
LIMITATIONS OF THE STUDY
Despite the limited scope of this study certain constraints were encountered during the research of this project. Some of the constraints experienced by the researcher were given below:
i. TIME: This was a major constraint on the researcher during the period of the work. Considering the limited time given for this study, there was not much time to give this research the needed attention.
ii. FINANCE: Owing to the financial difficulty prevalent in the country and it’s resultant prices of commodities, transportation fares, research materials etc. The researcher did not find it easy meeting all his financial obligations.
iii. INFORMATION CONSTRAINTS: Nigerian researchers have never had it easy when it comes to obtaining necessary information relevant to their area of study from private business organization and even government agencies.
Although these problems placed limitations on the study, but it did not prevent the researcher from carrying out a detailed and comprehensive research work on the subject matter.
1.8 DEFINITION OF TERMS
Evaluation: The making of a judgment about the amount, number, or value of something; assessment.
Advertising: Is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea.
Comparative: Measured or judged by estimating the similarity or dissimilarity between one thing and another; relative.
MassMobilization: as a process that engages and motivates a wide range of partners
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