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ABSTRACT
The study was determined to examine online advertising and marketing effectiveness of Indomie Instant Noddles in Port Harcourt. The survey design was employed since the study was to ascertain the relationship between digital advertising and marketing effectiveness. The study was designed to focus on indomie Instant Noodles in Port Harcourt where primary data, via questionnaire were collected. The aggregate of elements having the same characteristics is known as population. The population of this study constitutes management and staff of Dufil Prima Foods manufacturers of Indomie Instant Noodles which was unknown. It was not possible to study the entire staff of Dufil Prima Foods manufacturers of Indomie Instant Noodles. The sample size of this study is judgmental sample of 120 respondents. In this study both the primary and secondary data were used. Questionnaire on pricing strategies and product differentiation was used and administered for the collection of data from the respondents. The data collected were processed electronically using Statistical Packages for Social Sciences (SPSS Version 22). The statistical test used in the testing of the hypotheses was Pearson Product Moment Correlation Coefficient. The study concluded that digital advertising has significant influence on marketing effectiveness of Dufil Prima foods. Based on the finding of the study, we recommend that as advert campaigns are relayed from different service providers, the web banners should be used to aid the customers to identify the company’s products or service when they are making a purchase decision and the company should also ensure that affiliate marketing agencies place their product adverts on stations and places where the consumers will easily identify with them and make a purchase.
Table of Contents
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ABSTRACT i
TABLE OF CONTENTS ii
CHAPTER 1 1
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problems 4
1.3 Purpose/Objectives of the Study 5
1.4 Research Questions 6
1.5 Research Hypotheses 6
1.6 Significance of the Study 6
1.7 Scope of the Study 7
1.8 Limitation of the Study 7
1.9 Definition of Terms 8
CHAPTER 2 9
REVIEW OF RELATED LITERATURES 9
2.1 Conceptual Framework 9
2.1.1 Concept of Digital Advertising 9
2.1.2 Dimensions of Online Advertising 14
2.1.3 Concept of Customer Marketing Effectiveness 17
2.1.4 Measures of Customer Marketing Effectiveness 21
2.1.5 Digital Advertising and Marketing Effectiveness 24
2.2 Theoretical Framework 27
2.2.1 Innovation Diffusion THeory 27
2.3 review of related Empirical Studies 28
2.4 Summary of Review of Related Literature 36
CHAPTER 3 37
RESEARCH METHODOLOGY 37
3.1 Research Design: 37
3.2 Population of the Study 37
3.3 Sampling Techniques Used 37
3.4 Sample Size 37
3.5 Sources of Data 37
3.5.1 Primary Source (s) of Data 38
3.5.2 Secondary Sources of Data 38
3.6 Research Instrument for Data Collection 38
3.7 Validity and Reliability of Instrument 39
3.8 Techniques for Data Analysis/Test of Hypotheses 39
CHAPTER 4 41
DATA PRESENTATION AND ANALYSIS 41
4.1 Questionnaire Distribution and Retrieval: 41
4.2 Data Analysis and Presentation 42
4.3 Descriptive Statistical Analysis 44
4.4 Hypotheses Testing 47
4.5 Discussion of Findings: 49
CHAPTER 5 52
SUMMARY, CONCLUSION AND RECOMMENDATIONS 52
5.1 Introduction 52
5.2 Summary 52
5.3 Conclusion 52
5.4 Recommendations 53
References 54
Appendix I 56
Appendix 57
LIST OF TABLES
Table 4.2: Age of Respondents 42
Table 4.3: Sex of Respondents 42
Table 4.4: Academic Qualification 43
4.3 Descriptive Statistical Analysis 44
Table 4.5: E-Mail Advertising and marketing effectiveness 44
Table 4.6: Search Engine Optimization and Marketing Effectiveness 45
Table 4.7: Social Media Advertising and Marketing Effectiveness 46
Table 4.1: Questionnaire Administration and Retrieval 41
LIST OF FIGURES
Fig.: 2.1: A Conceptual Framework Showing the Relationship between Digital Advertising and Marketing effectiveness 9
CHAPTER 1
INTRODUCTION
1.1 Background of the Study
Marketing effectiveness measures how effective a given marketer’s marketing strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short-and long-term (Mulky, 2011). Marketing effectiveness is also related to return on marketing investment. Marketing effectiveness produces far more than return on investment, a financial calculation used to determine whether an investment achieves a satisfactory return compared to other uses of cash (Mulky, 2011). Measuring the effectiveness of marketing activities should be among the most important priorities of each company (Mulky, 2011).
Effectiveness is the power to produce the desired result. Marketing effectiveness is the extent to which a firm, by the use of certain resources, fulfils its objectives without depleting its resources and without placing undue strain on its members and/or society (Manzoor, 2011). It is the maximum combined utility of the primary constituents (Matthew, 2005). It plays an important role in accelerating organizational development (Bulent, 2009). It is the net satisfaction of all constituents in the process of gathering and transforming inputs into output in an efficient manner (Matthew, 2005).
Georgopoulos and Tannenbaum (2016) define effectiveness as the extent to which an organization as a social system, given certain resources and means, fulfills its objectives without incapacitating its means and resources and without placing undue strain upon its members. This conception of effectiveness subsumes the following general criteria: (1) productivity; (2) flexibility in the form of successful adjustment to internal organizational changes and successful adaptation to externally induced change; and (3) absence of intra organizational strain, or tension. Effectiveness oriented companies are concerned with output, sales, quality, creation of value added, innovation, and cost reduction. Marketing effectiveness has attracted a great deal of attention in academic and managerial circles (Mavondo, 2004; Nwokah, Ahiauzu, 2008).
In the view of Nwokah and Ahiauzu (2008) marketing effectiveness is the extent to which an organization acquires market share over competitors, advertising and promotional share of the market. Hence, marketing effectiveness can be enhanced through digital advertising.
The internet revolution of the last two decades has changed the ways business and personal life is conducted. Globalization is made possible principally due to the growth and development of internet. Most businesses are done electronically to supplement or replace completely the traditional brick and mortar type of businesses. To survive and excel in this fierce competitive world economy, companies have accepted the use of internet globally. Marketing is not left out in this great wind of change that has transformed all sectors of the economy. Internet has changed the rules and marketing practitioners have no choice but to comply.
Information and communication technology, as it now called, is now playing a key role in all elements of marketing mix and the new concept acknowledges the importance of communication in their interface between a business and its customers (Kim, Kim, & Park, 2010).
Internet is not just a new channel of promotion, as it has caused a turning point, a complete shift to a new business model, which results in an inevitable reconceptualization of the very nature of marketing. The new communication technology has created a new dynamic environment which changed the previous market oriented, top-to-down and unilateral approach to customer oriented, bottom-to-top and reciprocal process. The internet permits the purchasing of products and services from the comfort of your home or anywhere you have internet access, even in the remotest villages. Goods and services are made available 24/7 and 365 days at the click of a computer mouse or smart phone and other mobile devices. The use of internet for conducting business led to the emergence of such concepts as e-business, e-commerce, e-tailing, etc. Electronic business (e-business) refers to conducting business online while electronic commerce (e-commerce) is part of e-business. E-commerce refers to sharing of business information and conducting of business transactions through the internet or any other telecommunications network. E-tailing or online shopping refers to online shopping where goods and services are sold directly to consumers electronically, which is business to consumer (B2C) (Kim, Kim, & Park, 2010).
Online shopping has become a popular means of shopping globally and has witnessed a rapid growth in recent times because of its numerous merits for both retailers including consumers such as 24 hours facilities, saving time and cost, convenience, decreased overhead cost. This is especially common in the developed countries where every store has its own website. Online shopping is becoming popular in Nigeria as many people in the cities have realized the benefit of online shopping.
In Nigeria, the use of online advertising is increasing as many firms have entered the online retailing business (e-tailing). This is to provide the benefit of online shopping. It is not enough to establish e-tailing firms, use various advertising channels, but the ability to satisfy and meet the expectations of customers. Successful customer satisfaction will increase revenue and enhance the company overall performance. Online advertising effectiveness is influenced by such factors as simplicity of advert, attractiveness of advert, location of advert on the website, ease of order placement and prompt delivery, affordable price and quality product, etc. Effective online advertising inform, convince and retain customers. Internet has gain dominance in online shops. But many companies have moved from a product-centric to a customer-centric price. Customer retention directly affects customer satisfaction. Retention is a challenge to customer satisfaction in Nigeria it is of important to study the determinants of customer satisfaction. The key factor in any organization is customer satisfaction, because it determines organization’s level of success. According to Rani, (2014) if a customer is not well taking care of, dissatisfaction will set in which leads to negative word of mouth, customers may switch over to competitors brands and this will lead to reduction in profit, customer turnover, marketing effectiveness and difficulty in retention. But for a firm to achieve customer satisfaction it should focus on the customers, employee empowerment, process ownership, team building, and partnering with customers and suppliers, improvement of the firm’s reputation and image (Rani, 2014).
1.2 Statement of the Problems
In a competitive market like Nigeria, advertising has been emerging great prominence as the potent tool on the marketing of goods and services by both the industrial and non- industrialized nations. It is regarded more as an investment than expenditure in the developing nations too. It has now been acknowledged as a major business function in Nigeria. The advertiser, the agency, the media and the consumers view advertising according to their desires, expectation and opportunities. Hence advertising is no longer viewed as a secondary business activity, but has come to be accepted as a supportive service and a contributory input for diversified growth. The goals of advertising have been changed, modified, adjusted and re-defined over the years in Nigeria.
Now a day, the economic, social, cultural, political and business environments of the country has tremendously changed and these changes have brought about a significant change in the attitude of the people towards advertising.
Gradually, advertising has been maturing itself as a profession in the country. This has influenced significantly the psychology, sociology and economics of the advertiser, the agency and the media. Advertising in Nigeria has been gaining sophistication during recent years. Besides, there has been a considerable increase in sales promotion activities of incentive merchandising schemes which have increased considerably in the last decade. Most of these were naturally for low prices mass consumer non- durables such as Soaps, toiletries, tooth pastes, herbal products, curry powders, confectionaries, cigarettes etc. Readymade garments, ready to eat items, two wheelers television sets, washing machines, mixes, fridges, fans, ovens have also become as popular in Nigeria consequent upon the emergence of digital advertising as a powerful means of advertising in the hospitality industry. Hence, the study seeks to examine the relationship between digital advertising and marketing effectiveness of Indomie Instant Noodles in Port Harcourt.
1.3 Purpose/Objectives of the Study
The purpose of the study is to examine the relationship between digital advertising and marketing effectiveness of Indomie Instant Noodles in Port Harcourt. The specific objectives are as follows;
i. To examine the relationship between e-mail advertising and marketing effectiveness of Indomie Instant Noodles in Port Harcourt.
ii. To examine the relationship between search engine optimization and marketing effectiveness of Indomie Instant Noodles in Port Harcourt.
iii. To examine the relationship between social media and marketing effectiveness of Indomie Instant Noodles in Port Harcourt.
1.4 Research Questions
i. What is the relationship between e-mail advertising and marketing effectiveness of Indomie Instant Noodles in Port Harcourt?
ii. What is the relationship between search engine optimization and marketing effectiveness of Indomie Instant Noodles in Port Harcourt?
iii. What is the relationship between social media and marketing effectiveness of Indomie Instant Noodles in Port Harcourt?
1.5 Research Hypotheses
H01: To examine the relationship between e-mail advertising and marketing effectiveness of Indomie Instant Noodles in Port Harcourt
H02: To examine the relationship between search engine optimization and marketing effectiveness of Indomie Instant Noodles in Port Harcourt.
H03: To examine the relationship between social media and marketing effectiveness of Indomie Instant Noodles in Port Harcourt.
1.6 Significance of the Study
This study finds out how online advertising influence the choice decisions made by consumers of Indomie Instant Noodles. It will be useful to marketing and other institutions operating within the confines of the Nigeria economy, as it will give them the knowledge on how to strategically create awareness via the utilization of advertising tools.
In the same vein, this study aims at availing Indomie Instant Noodles the opportunity to determine the extent to which their advertisements motivate customers with a view to make improvements on the services provided.
The study will also go a long way to encourage and improve internet in Nigeria which will significantly affect the delivery channel on opportunity for high understanding of common problems that are prevalent in advertising practice and techniques or innovation as valuable materials for further research on the topic or relevant topics by both students and scholars.
1.7 Scope of the Study
Content Scope: This study is delimited in two perspectives; firstly it is delimited contextually to examining the relationship between digital advertising and marketing effectiveness. The independent variable, e-mail advertising, engine optimization and social media as its dimensions while the measures of marketing effectiveness are customer retention, market share and sales growth.
Geographical Scope: The study is made to concentrate on Indomie Instant Noodles.
Unit of Analysis: The unit of analysis for this study is both senior and junior staff of Indomie Instant Noodles, Port Harcourt at the time of the study.
1.8 Limitation of the Study
In course of carrying out this research, the researcher met with a lot of constraints. Among these constraints were: The time frame which this research was expected to be completed which was too short.
Secondly, the cost in carrying out this research work which acted as a barrier and the researcher was not financially buoyant to cope with all the cost.
Finally, assembling the relevant materials needed for this work was a problem. It was difficult due to the fact that some of the respondents were not willing to give us the required coorperation.
1.9 Definition of Terms
Customer Retention: It refers to the ability of a company or product to retain its customers over some specified period.
Market Share: It is the portion of a market controlled by a particular company or product.
Marketing effectiveness: It is the measure of how effective a marketing plan is at optimizing spending to achieve positive short and long-term results.
Sales Growth: It is the amount by which the average sales volume of a company’s products or services has grown, typically from year to year.
Scope Market: It’s an estimated value of product or service in a particular market or area. It’s a potential clientage of your product/service.
E-mail marketing: It is a way of reaching consumers directly through electronic mail to deliver messages or as a means of communicating for commercial purposes.
Advertising: It is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services.
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