THE EFFECTIVENESS OF ADVERTISING AS A PROMOTIONAL TOOL
THE EFFECTIVENESS OF ADVERTISING AS A PROMOTIONAL TOOL
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Date
2000-12
Authors
ABDULLAHI, MAIRO
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Abstract
Looking critically at the manufacturing sector of the Nigerian economy, one
will seem to conclude that it is mostly the textile industry that have not engaged in
one form of promotion or the other as a marketing strategy in the sale of their
products. Some critics have often seen promotion as a useless exercise and hence
increase in final prices of goods. At the same time, some have seen it as a means
of cheapening of goods as a result of saving time, resources and effort that would
have been involved in the search for these goods.
It was in the light of this conflicting causal factor that the researcher sought to
examine advertising as one of the promotional tools that can be used in marketing
textile products. This is given the reader a right perspective and penetrating
understanding of advertising in the textile industries taking into consideration
Kaduna Textile Limited.
In the final analysis, the researcher commended on the Company's product
quality, social responsibilities to the society and gave important suggestions and
recommendations on some advertising media that could be used as the national
and local laws is not against the use of such media for textile industry.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE
SCHOOL AHMADU BELLO UNIVERSITY, ZARIA IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF MASTER OF BUSINESS
ADMINISTRATION CMBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION AHMADU BELLO
UNIVERSITY, ZARIA
DECEMBER, 2000
Keywords
EFFECTIVENESS,, ADVERTISING,, PROMOTIONAL,, TOOL: