The Impact Of Advertising In Marketing Of Blue Omo Detergents In Enugu

The  Impact Of Advertising In Marketing Of Blue Omo Detergents In Enugu

The Impact Of Advertising In Marketing Of Blue Omo Detergents In Enugu  

Advertising is a powerful marketing communication tool used by companies to fulfill the promotional task. It is the act of communicating with the consumers, to inform the public about the existence of a manufactured product for sale.

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Advertising attracts the attention of the consuming public. Most often, firms in various industries try to stimulate sales through the manipulations of consumers, psychological, emotional and economic rate of mind through the means of advertising.

This often happens when there is an intense competition in the business line, manufacturers or producers find a pressing need for promotional or advertising activities.

Advertising in other words called communication mix is used in promoting a product both new and old, that is communicating the consumers in the use and purpose of the new product, including the need for it. Since the purpose of advertising is to change customers attitude or patterns or behaviour towards a product or service in a direction fovaourable to he advertise as well as increasing the sales volume. It is pertinent therefore, for firms to embark on descriptive informative advertisement attracts attention to the existence of a new product and motivating the public to buy a trial supply or perhaps accept a free sample may be rendering a desirable service.

Although it contains no word about the product composition or performance of the products existence.

Advertising as an exercise in information persuasion and communication is related because to inform is to persuade and a person who is persuaded is also informed, and persuasion and information become effective through some form of communication, therefore advertising/promotion is the design and management of a marketing subsystem for the purpose of informing and persuading present and potential customers.

Moreover, when a new product is introduced in the market, an initial risk is to make buyers aware of its value and existence. The role of information in promotion, however, is to restricted to new product because buyers differ in stage of their relationship with a product. Even products that have been is the market for years still need information support. It’s also needed during periods of shortages. Promotion in this period could take the form of structural information, emphasizing on product conservation or an instructional programme to help consumers with the products. It can also be very useful to stimulate sales when the company is having very low sales.

Obliviously, the basic objective underlying all advertising on the part of the production in an increase in sales volume brought about the advertisement. This aim may be further subdivided in terms of dimension and by devising strategies aimed at achieving either short or long term gains however, both aims will be achieved, but the immediate objective until condition the strategy and the promotional tools employed.

By and large, we can infer that the motive of advertising is not to write great literature but to present the prettiest picture or to entertain the audience through some or all of these elements are often present in advertising. Advertising is first and for most a sales tool and we must never lose sight of that fact.

Again, advertising is also a major stimulant to vigorous economic growth and stability. Advertising promotes a more efficient use of the natural resources, it is a key linking the marketing process, the aim of which is to produce what the market needs and can absorb.

Having dealt extensively with the concept of advertising, we can now look into the impact of advertising. So once it has been determined that a key problem or opportunity for the brand/product involves its communication with consumers, thus, an integral part of the advertising planning and decision making process is an assessment of the role that advertising is meant to play. As in the part of communication mix, once this perspective has been gained the brand manager must design a marketing and communication plan with the different elements complement and each other increasing the sales of the brand.

Advertising as a communication tool and in most cases, is advantageous to set objectives and measures the result in terms of intervening variables like brand awareness, brand image, or altitude. However, these communication tasks are ultimately expected to create a behavioural response to the market place.

Also, advertising as a sales tool has acquire a wide range of acceptance as a functional form of promoting sales. Firms, therefore, should adopt it so as to enable them properly set an objective selection of tools, effective implementation and channeling of resources as well as profit maximization through increased sales.

According to Adirika, Ebue and Nnolim (1996:106-112) advertising is a powerful marketing communication tool used by companies to fulfill the promotional tool.

It is an impersonal form of communication or presentation of goods, ideas, or services conducted through paid media under open or identified sponsorship. Every thing about advertising is a sponsor sending a message, called advertisement, through one mass media (radio, television, newspapers, magazines) to reach large numbers of potential uses or buyers of product. By itself, advertising is a vital marketing tool that helps to sell goods, services, images and ideas through information and persuasion.

Many companies consider advertising a superior promotion tool to personal selling, sales promotion or publicity. This is because advertising provides multiple presentation to masses of people with one message, compared with personal selling that involves individual contact with each prospect. Sales promotion frequently require individual contact also, publicity may provide multiple simultaneous presentation like advertising, but the firm has limited control on the message content and placement. While advertising is given such a credit, it is crucial to our understanding, therefore, that we appreciate from the start the real place of advertising in marketing, the best advertisement cannot sell a product that is not available nor will it convince people to buy products that they feel are of poor quality, too expensive or below expectations. As a matter of fact. The best way to kill a bud product is to advertise it. Advertising on its own rarely sell promotion mix variables, and the other marketing concerns including product development and research.

Most advertisement are designed to make both personal selling and sales promotion easier by informing, persuading, reminding, reassembling, reinforcing and establishing positive attitudes and images towards product and a company. Simply bat.

Advertising enhances the potential customer’s response to the company’s activities. As a tool of marketing advertising therefore can be defined as.

“Any paid form of non-personal presentation and promotion of ideas, goods ad services by an identified sponsor (American marketing association0.

It is consider and classify the meaning of key terms in definition.

“Paid form” the advertise purchase the media time of space for telling a story about the product or services. This is unlike publicity which is delivered without charge as part of news or entertainment for the guidance.

“Non-personal” Advertising is not personal face to face presentation. It may compliment or supplement the job of personal selling bat must pass through the media. Advertising is “personal selling in paint”

“Ideas goods or service” Advertising promotion both tangible and intangible goods. It is for bath profit, non-profit and service organization, banks, insurance companies, dry cleaners, airlines, transport companies, social groups government parastatals such as national electric power authority (NEPA) and political parties and their candidates, advertise as much manufacturers of tangible goods.

“As identified sponsors” The source of every advertising message is known. This differentiates advertising from propanda. Many firms allocate the largest share of their promotional budget to advertising as an indication of its vital role in the sale of a product. It may be useful at this point to examine some of the important reasons are seen in line with the communication objective of the sponsor and they are:

– To introduce of real product

– To sustain an established product

– Create floor traffic for retail store

– To demarket a service

– To promote public cause.


Advertising helps to introduce a new product by creating awareness and building consumer interest and a more desirable image in the new product advertising also enhances product improvement and modifications.


Helps an established product to retain its position by constantly reminding actual and potential customers of the availability of the product, and the company, how they compare with competitive products and firms. In performing this function, advertising will consistently monitor the market place for any need of modification in advertising m3essages.


Advertising increases the retail store demand by informing the public of special sales and promotions efforts for over stocks, discontinued or damaged merchandise etc. The success of any promotional device depends on consumer awareness of its existence. Therefore advertising is used to make some of special offer that build retails traffic.


Advertising presales a product or service by providing information concerning a product, its attribute and availability. Advertising creates a favourable climate or induces a state of mental readiness for the sales persons call. The sales person may start off the sales presentation with a reference to the advertisement.


When the demand for a product or service begins to exceed the level of which the market feels able or motivate to supply it, a marketing approach called “demaketing” is introduce. This state of overfull demand that is caused by either temporary shortage or chronic over popularity of the product or service may be corrected with advertising that is aimed at tailoring demands to suit the available supply.


Many non-profit, charitable organizations and government departments are using advertising to a great extent in promoting public cause. For example, the Nigerian Council of Women Society (NCWS) launched an advertising public cause campaign on the adolescent girl with the them. “This is not the best way to start adolescence, do not neglect your girl child, do no sent her to an early marriage, sent her to school”. Fundamentally, many companies have their own individual objectives for advertising, but nevertheless the general goal is to generate a sale immediately or some time in the future.


Most business establishments generally cherish competition

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especially when it is healthy and worthwhile. Competition also thrives well in a mixed economy as a Nigeria where the tents of capitalism provides for free enterprise activities.

In a pure Nigerian competitive market situation like the one that exists here in the southern market with Enugu as a case study, a marketing manager often faced with the problem of how to determine the demand for his product in a particular market segment and also the issue of finding out and separating those factors that are inconsistent in the demand pattern of his product.

Looking at the growth trend of the detergent, market, facts portray that competition will continually grow. Therefore, makers of Omo blue detergent need to have an edge over its competitors. This can be achieved through research by designing suitable balanced strategies to outwit its competitors and also to determine the strength of the promotional mix for purposes of stimulating demand of its own product brand.

These efforts if well articulated and implemented will go a long way in increasing the profit level of the firm.

The study therefore seeks to find out whether advertising really:

a. creates demand by stimulating sales

b. whether firms maximize profit through advertising

c. examine the impact of advertising on the volume of sales


The object of this study is to establish the reasons behind a firms use of advertising as a sales tool. It will equally examine the various advertising strategies and also to determine whether advertising effects, affect consumer performance positively or negatively towards the product of the firm. The work will also explore relatively cheap bat effective method of advertising.

It is also the object of the project to highlight the advantages and possible disadvantages of advertising.


To achieve the objectives of this study, the following research questions will be asked and answered.

1. What role does advertising play during the introductory stage of detergent?

2. More specifically, what communication tool considered more effective by manufactures of detergents during introductory stage of the detergents?

3. Do consumers perceive advertising as vital to the success of detergents?

4. To what extent to consumers believe in the claims of new detergents during the introductory stage?


In an effort to determine the effective and efficient ways to

marketing Blue Omo Detergent in Enugu Metropolis in the competitive economy.

The following hypothesis were formulated.

1Ho: the high price of Blue Omo is not a militating factor to its usage rate by consumers in Enugu metropolis.

2Hi: The Blue Omo distribution system in Enugu metropolis is not efficient and effective.

3Ho: The advertising media used by producers of Blue Omo does not help to improve the sale turnover.

Hi: The advertising media used by producers of Blue Omo help to improve the sales turnover.


Adial Stevenson, one time US secretary of state once said that the American standard of using is the imaginative genius of advertising which not only create and shape demand but also by its impact on the competitive process stimulate the ever increasing quest for improvement in the quality of the product. The above contention equally applies to Nigeria. This is evident from the rising standard of living in the country.

This research will help the matter of Omo Blue detergent identify the most influential variable that makes consumers accept this product.

This study aims at fashioning a suitable marketing strategy for easy penetration into the market and better definition of the target of typical customers. The study will also help the management to position the product toward the needs and wants of the target consumers.

Finally, it will also help to properly allocate the advertising budget based on the outcome of the past advertising campaign


This study was intended to cover the whole eastern zone of the country where the Omo Blue detergent has been introduced. But the researcher was compelled to incline so much on respondent within Enugu metropolis.

The researcher relied so much on advertising because of time constraint.


In a study of this nature, a lot of problems are bound to

appears. It was then a task for the researcher to strive to achieve the best she could in spite of these problem.

This study however was limited by lack of relevant material. Past studies in this area of study are very scanty and difficult to come by. Secondly, there wasn’t much original work on advertising impact on consumer preference. As a result of this, the researcher relied heavily on primary sources of data.

Finance: the researcher was constrained by lack of finance to limit her studies to Enugu metropolis. A lot of expenses were also incurred in questionnaire typing ad interview schedule.

This constraint also posed a problem. The researcher being a graduating student had to allocate the available time between lecture hours and appointment schedule with these, respondents a patty was a factor to contend with. Even some of the educated people were very reluctant filling their questionnaire. In addition, getting the relevant information from the focus organization was an uphill task.


Although many have written much about advertising in the field of industrial marketing in general. In this chapter we shall endeavour to make review of some related literature of some facts established in chapter one and in particular, throw more light on the impact of advertising in the market of a Blue Omo Detergent.

The marketers combination and use of advertising activities know as promoters strategies is greatly influenced by the type of product and nature of the market.

The review of literature therefore analysis what advertising is all about, dissemination of sales messages, the important of advertising objective etc. As mush as possible the literature review will expose the importance of industrial marketing and promotional strategies.

Agu, C.A. Nnamani, C.J. Ezike (1998) carried out a research and found out that customers patronage sellers of product of Blue Omo Detergent with high advertisements rate in the media. They also found out that advertising embarked upon by dealers on Blue Omo Detergent played actual role, by reminding customers about the products and services through what the researcher called reminding advertising.

In 1978 (P.204) Jimo Ademisi maintains that despite all odds advertising still retains its position as a fundamental marketing information device.

Okeke (1989) carried out a research, he made use of same of 300 customers made up of mainly students and civil servants. From the same made the researcher found out that customers complained of lack of awareness of an existing product in the market, as one of the main problems affecting demand and sale of a product. He concluded that for an efficient and effective marketing of a product to be achieved, that sellers in a competitive market most be able to communicate message about the availability of the products and services through various media with the aim of selling them.

A research study on the advertising concept in the marketing of Blue Omo Detergent products by Azuka in 1999, he observed that selling should play a vital role by always reminding consumers on advertising a product, he also observed that most of the seller of many product were yet to start advertising, he also state that most advertising are designed to attract the buy of a particular product, he also observed that the number of consumer that used the product are telling good about the product which is Blue Omo Detergent. Customers are been patronage also he concluded that advertising is necessary in the product of Blue Omo Detergent.

According to Ebue, advertising is carried at promoting or pushing a product advertising could be referred to either direct action or indirect action advertisement make a story bid for buyer immediate action. While Adirika (1995:58), sees advertising as a paid form of promotion usually directed to a large number of potential customers by an identified sponsor, which involved the mass such as newspaper, television, radio, magazines and bill board. Adirika further stressed that objectives of advertising is to increase sales.

a. While modifies behaviour in such a way to stimulates sales

b. Advertising increase acceptance of a produce a service or an idea

c. It creates goodwill both for the product and/or business. Adirika further stressed more on advertising includes or a combination of the following goals:

i. to increase the number of units purchase

ii. to introduce real product

iii. to build dealer support

Moemeka 91987), consider advertising as playing an

important and essential role in the daily lives of any society and in most cases could give a barometric reading of level of development of a nation. This is to say that the level of development in a society is reflected in its advertising.

Kotler (1988 P.529); call for more then developing a good product, pricing it correctly and making it easily available to the customer. The organization that want more than walking sales must develop an effective programme of communication and promotion.


Advertising is advantageous because it could reach mass of people at the sametric and at a reduced cost per individual potential customer. Advertising could further be augured from the mass communication mix as a form of paid mass communication intended to persuade prospects to prefers a brand type of certain goods ad services or ideas to all o others in the same category in the case of Blue Omo Detergent it is competing with other form of soap competing with other forms of soap which had been existing before it and as a matter of fact needed an intensive advertising to project the product, to the consumers and gain the market for them.

Advertising should be made to reach the target market especially those in the rural areas. This is because almost all the media for promoting the product through radio for those in the rural areas, television of these in the urban, newspapers and magazines for literate ones. How much advertising a product requires depends on the newness of the product to the consumers and the scope of its market and of course the nature or type of product.

Also to a large extent it depends on the location of the target market whether the market is concentrated or scattered all over the country etc.

Mc Carthy (1981 P.104) identified four kinds of consumers goods namely: convenience goods, shopping goods, special goods, and unsought goods. Detergents are of course convenience goods and according to Mc Carthy convenience goods should be promoted by intensive distribute while selective distribution is for shopping goods. Within the marketing mix, advertising has various strengths unlike the high cost of a sales call, once all relevant cost are considered, advertising is a much cheaper way to reach target consumers since it uses mass media. Also unlike sales calls, advertising can use complex visual and emotional device to increase the persuasiveness of the message.

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However, sales people can often communicate more complex information better than advertising can. It can tailor the nature of the message recipient and are much more likely to “close” the sale by getting an order.


In planning for advertising, gals should be described and stated as clearly and specifically also, it serves as a guide to creative team in developing effective copy, advertising objectives can be described be specific communication task.; it has to be accomplished within a stated time period.

Advertising may no bring immediate sale results but there is a strong belief and indication that it measures with time. The valuable contribution of advertisement in terms of specific advertising objectives is useful to managers because they furnish actual promotion target information and lend themselves to measurement. It is believed that with advertising objectives, a company would make greater in route in its territories, increase buyers’ preference with the general aim of increased sales return.

Based on the company corporate, marketing promotional objectives and the understanding gained from the situation and market analysis the company advertising campaign goals or objective can now be determined. Since objectives help to direct the company’s advertising and to measure the effectiveness of the advertising campaign. There is no complete agreement on the tasks in respect of frequently recommended bases are sales, communication affects and variable that interfere between the advertisement and the intended behaviour.

Another task are in which advertising objectives are often set is communication.

Infact, these who oppose setting advertising objectives stated in term of communication effects. It is in this vein that colliery defines an advertising goal as a specific “communication task, to be accomplished among a defined audience to a given degree in given period of time”. A major argument in favour of stating advertising objectives, in these terms is that advertising is the major weapon for creating these communication effects. However, some have argued that these effects are on the amount of awareness, knowledge liking preference or condition that an advertising campaign creates but its overall effect of sales.

Advertising objectives are set from the ultimate marketing goals before copy can be written. As pointed out earlier, the marketing unction is to “sell” while advertising objective is to and the selling process through communication with the target audience. If a new brand is being introduced, the copy would be concerned mainly with building brand awareness. If it is a more established brand, then the copy may focus on differentiating it from competitors. One the marketing goals have been set, the advertising task may be defined. The purpose of most advertisement is to inform and persuade prospective buyers. Some are designed to established attitudes and buying behaviour.

Others strive to reinforce or to change existing buying habits, brand images and usage patterns.


If we have a critical analysis of the effect of advertising on consumer preference and choice of products, we will seen it the various way.

According to research about advertising, there are critics who antagonize the use of advertising.

To them, advertising does not add any value to the product hence whatever money that is used in advertising is a wasteful venture and adds extra economic load on the final consumers who indirectly off sets these extra cost.

There are however those who believe in it.

In the works of Schertz and Barker (1992 P.24), advertisement contributed to about 60 – 70% of firms I America within the 50’s and 60’s, this according to them was as a result of much emphasis being placed on advertising as a fundamental marketing strategy aimed at establishing a communication like between the producer and the final consumer to inform about the existence of a product and to maintain a suitable market share through constant persuasive advertisement.

David Curt (1973 P.104), in this article “promotional concept and marketing share” noted that advertising can be every affective in making consumers aware of the existence of a product. Nevertheless, some additional incentive is required to persuade non-users to buy it. He however warned on the apparent danger in over advertising which may have a negative effect on the promoted product.

James Forguson maintains that advertising is a social institution, but he also observes that it’s cost and benefits should be evaluated to determine the total impact in our society. According to him the issue is not whether advertising is effective, but whether the benefit of advertising outweigh the cost, so that social welfare is greater with advertising. By every standard advertising is effective, it helps to sell merchandise, but nevertheless it draws some criticisms.

The American marketing and subsidiary agency empirical research in 1970 of (50) fifty successful product firms, revealed that firms with promotional oriented advertisement tends to enjoy greater market share than firms whose market strategy were based primarily on sales promotions. This according to the report is because while advertisement introduce the product to the market with much influence on t he consumer buying behaviour, advertisement has the ability to dislocate the consumer buying hahaviour positively toward the product of the firm hence greater market share.

According to the findings it was also revealed that consumers tend to buy more of commodities which they are nearly informed was in existence. In the words of Jame Noan’s consumers are most often fools to tie-in-buying actually what they needed, but what they are persuaded to buy. A tie-in- is however any other force or factor that might add to promotion on a mutually benefit basis.

He noted that good advertising activity show with great idea and ends with perfect execution. Therefore, advertisement is the most appropriate sales stimulation device because it does not only notify about the existence of the product but also stimulates immediate sales through its “act now force”

On the contrary, there are views. According to Boardern Beil, it is a very expensive marketing blunder to embark upon advertising at the introduction state of the product.

Here, he is not criticing advertising completely but focuses on the stage of its implementation.

There are however divided opinion over this.

Some authorities advocate the introductory stage while others propose the mutuality stage yet some also advice the decaying stage of the product. Here Reynodds believe that the decaying stage of the product is the most appropriate stage for promotion as promotion here will not only lengthen the decaying stage of the product but will also attract more patronage for the product.

Richard Helton in this view state the following, “advertising lends to distention in consumption expenditure and reinforces positions of market power, permitting the large firm to extract a higher price from buyers then would be possible if advertising were restricted or prohibited”. The critics believe that advertising is a source of market power with high prices to the consumers as the inevitable outcome. They argue that advertising is an economic waste and the expenditure could be better utilized elsewhere. This vicalcs based on the assumption that consumers already posses perfect information and can make their choices without advertising. This is wrong. People don’t have complete information all the time, they seek information moreover, advertising has proved to be a more efficient and less costly source of information than any other source.

Invariably, the critics of advertisement do not have enough facts to support their claims by arguing that though advertisement cannot be ruled out completely, these are stages of a product life cycle when they are appropriate and important.

Jimo Ademisi (1978 P.204) maintains that despite all odds, advertising still retains its position as a fundamental marketing information device.


Advertising has often known to be a key factor behind every marketing success even though its one of the most difficult components of the marketing programme to manage effectively.

The reason for this, is because not many companies have measurable advertising objectives. So to reduce these is problem effective advertising management eachorganisation should have an advertising objective that has a specific sales communication task, defined audiences, defined period of time when the result are to be achieved. Since advertising definition says that it’s group of activities aimed at and including dissemination of information in any paid and non personal form concerning an idea, product a services to compel action in accordance with the intent of an identifiable sponsor.

Advertising strategy, according to Oyekan (1980 P.423), would be based on a series of answer to some key questions such as. To whom should be sought? What should the message contain? What media should be employed? Advertising he said was most often characterized by many as a means of selling to the masses, this he said leads to the misconception that advertising should be addressed to every one. He was of the opinion that in every population that was composed of different individuals with diversified needs and wants, different life styles and tasks that he most effective strategy is this to single out those segment of the population who are best prospects and address the advertising to them.

According to Idebeste (1979 P.172), he assets that, the actual decisions going into the formation of this mix can be toned advertising strategy continuing.

Risely (1972 P.268), asset that producers of industrial and consumer goods must take advertising every serious because in today’s market it is not sufficient to produce technically perfect products and the wait for customer to come and purchase then without a good advertising campaign. The merits of these products must be communicated to industrial and consumer purchasing agents and other buying influences in prospective firms.

Advertising strategy varies from markets marketers and depending upon the type of product and customer characteristics. This is supported by Santon (1987 P.385) when he said that, advertising strategy is influenced by whether the business is aiming its campaign at industrial users. Household or middle men. In his own contributor also Constantin et al, (1970 P.186) joints that advertising strategy may be attend by charging any one or a combination of four dimension of advertising:

i. Audience

ii. Message

iii. Instrument

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iv. Magnitude

The target audience may vary among various consumer

buying segments, levels of distribution or among individual with varying degrees of influences upon the final purchase.

In determining the best medium or vehicle to deliver an

advertising message to the prospective customers media therefore, is the means by which advertising reach their target audience with advertising messages. Before delivering into the strategies for selecting available to the advertiser they include: newspapers, magazines, radio, television, direct mail, out door advertising and a few other specially advertising outlets such as yellow pages sky writing, calendars.

Newspapers receive the largest percentage of an advertisements (the attract more advertisements than any other media) there are daily and weekly newspapers that offer great national coverage and geographical flexibility to the advertiser. Newspapers reach specific target market especially local ones. They provide broad information and entertainment, play news of community activities.

About 70% of all adults read newspapers; newspapers have strong penetration power at a relatively low cost and have been shown to be relatively free from false, misleading and deceptive claims.

MAGAZINES: An interesting thing about magazine is diversity. They have high geographic and demographic selectivity.

There are different magazines that appeal to different people. The reader is generally in a relaxed mood and receptive frame of mind. There are general readership and special audiences magazines like newspapers have high credibility but magazines are not total.

They concentrate more in cities and how selecting audience which permit an advertiser to reach a special target audience at relatively low cost.

RADIO: The radio is a flexible medium that is highly varied from news items to all kinds of music and other entertainments. The audience depends on the station. There are many radio stations available in every city. Some have a handful. The appeal is high among youths and also those over 55years of age eve though its popularity cuts across different types of audience. Radio is very appropriate for highly selective exposure among pin pointed audience, and where name identifications are necessary.

TELEVISION: This is an important development in the advertising world. It is the fastest growing advertising medium.

The unique quality of television lies in its ability to combine many of the functions performed individually by other media. In addition, it exclude every other message or attraction at the point of exposure. Because it combines vision and audio with movement, it has the power to arrest attention. Television is a highly ubiquitous and lively medium that can reach a mass audience at a time by creating drama, suspense, colour and emotion. The television audience is broad (whole family) and varied by the time of day, but of course reaches almost everyone. Most major cities have television station, making the television a geographic selective medium that is, it can be used on a nationwide or regional basis. The television is best used for broad exposure and product demonstration advertising and also where some identity is important. The television, however, is a very expensive medium. Moreover, it has a disadvantage of presenting flecting commercials. They seldom last longer than a minute which maybe too short for the audience to grasp the message.

Campel Raymond in his own view said that for an effective advertising strategy to be adopted its essential to careful understand and isolate the independent and dependent advertising variables. The controllable variables otherwise known as alternatively advertising strategy includes variation in media, in message and in money spent, while the uncontrollable or independent variables are often referred to as a state of nature and includes competitors activities consumers tasks, distribution activities, pricing and product performance. This “state of nature” he said were the intervening variable which makes the determination of the effect of advertising very difficult.

However, a successful and effective advertising will ultimately effect a positive awareness creation, informing and convincing the typical and potential customers.


This chapter has reviewed related literature relevant to this study. The literature review on consumer and industrial markets and product in is relevant and related to our study because we a re studying the impact of advertising in the marketing of Blue Omo detergents. The market for consumer goods is known to be consumer market therefore the nature of the goods as well as the market must be understood.

Also, since it is good to carryout advertising, it is also pertinent to take stock at the end of the week/month to promoted product. However, it is my view that since the main objective of advertising is to stimulate sales, it will only be natural to evaluate the result of the promotion. By varying the volume of sales at different levels of the advertising, that is, trying to vary the volume of sales before, during and after advertisement.

Again, vary the effect of advertising on the consumer behaviour. This will help us in ascertaining the effect of advertising on consumers preferences.


This chapter went as far as through more light on how this research over was made possible. It started by explaining the nature of the research being conducted as that fair criticisms can be made of the findings. It also explained the steps taken and the relevance of each step. How the population of respondents were gotten.


In this chapter, the primary data collected through the survey shall be treated, and analyzed as well as testing the hypothesis.

The researcher was careful in his analysis and interpretation of data. There are two different questionnaires. This is because the result derived will go first to the consumers and the other to the distributors. A long way to determine the purpose of this work was achieved or not.

Also, it is the wish of the researcher to make use of tables, percentages in organizing and presenting data.



In order to attempt a general summary of the findings of the survey, a recapitulation of the two hypothesis generated for the study is necessary. These were earlier stated.

Fro the analysis of the data collected on the previous chapter, the two null hypothesis were accepted at as percent level of confidence through a chi-square (X2) tests.

In summary, the acceptance of the two null hypothesis portray the following.

1. The blue Omo distribution system I Enugu metropolis is not efficient and effective.

2. The advertising media used by producers of Blue Omo Detergent does not help to improve the sales turnover.


Manufacture and distributors of Blue Omo Detergent should be as a matter of fact net neglect advertising but should strive to make it more factual if they really want their products to be quickly adopted by consumer. There should be an improvement in the advertising effect by both the distributors and manufactures of Blue Omo Detergent. Although the little efforts they have so far put helps in creating awareness which led to its adoption in place of the substitutes, if promotional and advertising efforts are doubled through consumer contests, raffle draws, bill boards, television and even print media the results will be very significant.

In an advertising program, the intent of the passage must be simple, motivating and short to understand. The concept of “Kiss” (keep it short or else you are stupid). Should be constantly bourne in mind to make a meaning to the target audience.


The production of the products is good and essential for the growth of the firm and to meet existing heeds of the society, from the data analysis we have found out the elements of promotion as well as media used by producers of customers good.

Advertising in all its ramification are used by firms. It is however regrettable that most organizations do not succeed in pushing their new products in the market.

This is not because they do not carry out all the necessary preliminary tests need for it, but because some of their advertising messages fail to communicate which is the main purpose aof promotion. They neglect the task of effective promotion whose primary objective is to create awareness and demand stimulation.

However, recommendations have been preferred for manufactures of new products on what to do to arrest the situation.

Inclusion, we accept the facts that we can not produce and sell our new products effectively if promotion is neglected. Since profit is the main motive of all business establishments, the advertising message should be well framed to be able to communicate affectively and impact on the consumers.



1. Have you seen/heard of any detergent advertisement?

(a) Yes

(b) No

2. How do you assess the provision of detergents in the market?

(a) Excellent

(b) Very good

(c) Good

(d) Fair

(e) Poor

3. Where have you seen or heard of detergent advertisement?

(a) Radio

(b) Television

(c) Newspaper

(d) Bill board

4. Have you seen or heard of Blue Omo detergent?

(a) Yes

(b) No

5. Was it the motivational message that motivated your trial of

Blue Omo detergent?

(a) Yes

(b) No

6. How often do you buy blue omo detergent?

(a) Very frequent

(b) Frequent

(c) Not often

7. How will you assess the promotion of bleu omo detergent?

(a) Excellent

(b) Very good

(c) Good

(d) Fair

(e) Poor



Distribution reaction to promotion appropriation

a. promotion appropriation could be better used in other activity areas

b. Promotion appropriate could be better used


Ranking the role of promotion in the detergent diffusion

(a) Excellent

(b) Very good

(c) Good

(d) Fair

(e) Poor


Identification of the most important role so far played in promotion the diffusion process of blue Omo detergent

(a) Awareness creation

(b) Motivation of demand

(c) Increase of dales volume

(d) Quick adoption of the product


What promotion media do you consider appropriate?

(a) Radio

(b) Television

(c) Newspaper

(d) Bill board


How would you rank the roll of promotion on the adoption of blue Omo detergent?

(a) Very high

(b) High

(c) Good

(d) Fair

(e) Poor

The Impact Of Advertising In Marketing Of Blue Omo Detergents In Enugu  

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