CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The impact of advertising for businesses and brands in the 21st century has
become imperatively permanent and therefore cannot be overemphasized.
Advertising, it is generally believed, dates back as old as man himself,
and thus has been present in his economic and socio-political life before recorded
civilization began.
Sapso (1975, p. 9) opined; “there is little doubt among trade men and
merchants to make good their waves, has had on existence almost as long as the
customs of buying and selling, and it is but natural to suppose that advertisement
in some shape or form have existed not only from time immemorial, but almost
for all time”.
Anyone living and working in any modern day society today is directly or
indirectly under the influence of advertising, as businesses (domestic and transnational) have tapped and ceaselessly benefited from the visibly roboust
economic rewards that accrue, steady, sensible, communicative, persuasive and
convincing advertising whether through the media (electronic and print) or
through marketing drives from personal relations, the fundamental imitative has
always been, getting goods, products and services through to the largest and
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smallest demography of consumers at optimum costs with maximum profitable
benefits.
Unique products and service delivery alone this days as enterpreneually
standard and convincing to customers as they might seem, has been proven not
enough for the ever evolving “consumer service provider” traffic especially in
advanced and developing countries like Nigeria, where radio and television
viewership and listernership has astronomically enlarged respectively.
The hospitality industry, hotels to be precise, need not lag behind the
blazing and beneficial trends of advertising.
The (Hotels) have employed intensive ways to get their product and
services known to not only their steadfast local customers, but also to visitors and
whomever is in need of such as the need arises. These string of advertising drives
are geared towards appetizing the perchant of the consumers and are
systematically funded by the company, depending on the strengthen of its
financial muscle. Most often determined by the annual budget allocation to
advertisement.
In Enugu, the Coal City, the hotel industry is undoubled by one of the
most influencial non-civil service business employing over an average of 20
workers in the state with a population of less than 4 million people. Hotelling is a
good and tangible employer of labour, fuelling up to a staggering 10% of the
state economy, according to trade invest Nigeria (2011).
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These figures point to the importance of this hospitality industry in the
state, so getting across to the 4 million people through advertisement in the
electronic media should have a chain or feedback effect on the financial figures
of any good hotel in an ideal location, with an array of modern facilities and a
good management.
Top Rank Hotels, a three block hotel, located at No 1 Hill View
Independence Layout at the popular Enugu State Broadcasting Services (ESBS)
Junction is a well finished edifice that stands conspicuously apart when it comes
to Independence Layout. As a three star hotel, employing more than 50 staff,
managers inclusive, it boasts of state of the art decor, contemporary style
bedrooms, complimentary wireless high speed internet access. Fitness room,
constant power supply, swimming pools with 216 well appointed and furnished
rooms and suites, suitable of all tastes and budgets.
Conventionally a hotel generates profits from lodging budgets, hosting
events in Halls like conferences, social gatherings food and beverage services
and incurses expenses from maintenance work cost of running enquires for
electricity due to the epileptic power supply.
The Nigeria television Authority, National network connecting Nigerians
and popularly held as the larges television network in Africa, located a stone
throw from the hotel is an added advantage, as advertising on the station will
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generally enhance the spread needed for greater patronage not only locally but
across Nigeria. A business Oasis for any seven-eastern investment.
1.2 Statement of the Problem
The essence of this research project is to establish and examine the correlation
between Top Rank Hotels profitability and the publicity given to the hotel from
the Nigerian Television Authority (NTA channel, channel 8).
As a business organization in Enugu state, Top Rank Hotels Limited
annual profit indices are supposed to be an outcome of many economic, social
and human forces.
Advertising from the introduction has been proven to enhance patronage,
so all things being equal; the problem here would be what impact does a standard
level of publicity on N.T.A have on the general profitability of Top Rank Hotels,
bearing in mind, the reach and customer base of the station.
Thus, the project work main challenge is to determine the impact of Top
Rank Hotels profitability through advert in N.T.A. Enugu.
1.3 Objectives of the Study
The study have the following objectives:
1. To access the gain the hotel stands to obtain from aggressive advertising.
2. To find out how the hotel budget for advertisement
3. To find out how NTA Enugu charge for advertising.
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1.4 Research Question
1. What is the overall gain to Top Rank Hotels from aggressive
advertisement?
2. To what extent does the hotel budget for advertisement?
3. In what way does N.T.A Enugu charge for advertising?
1.5 Scope of the Study
This project research work is all about the market viability of product and
services rendered by the organization Top Rank Hotels; the managerial prudence
and administrative master strokes of budgeting for advertisement avoiding over
expenditure on them nature and class of the advertisement, timing and on the end
point. The impact of this advertisement is entirely of the business profitability
and relevance.
The researcher domain stems from the use of advertising as a tool for
publicity and passage of information from the hotel to its customers (old and
new) who from the stretch of viewers on N.T.A Enugu channel 8.4. It also reflect
on the effect of this information passed to customers at home and on the – go
regarding patronage of the service and subsequently the attendant profitability
there in.
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1.6 Significance of the Study
It is a widely accepted notion that advertising in forms the consumers about the
quality and availability of product and services offered and rendered by the
organization, in this case Top Rank Hotels, this act of publicity has been either
overated or underated, based on its after effect on such trends or brands and
businesses. Thus this research tends to bring about a correct and more
understandable dynamic between what is advertised who advertises, who views
what is advertised and so on.
The research is expected to develop and enhance effectiveness in the
advertising drives of privet companies especially hotels in the state and the
nation in general.
It will be of immense benefit to both scholars and business operators by
identifying the lapses inherent in the process of taking the news of a new service
or product from the producer to the consumer.
1.7 Operational definition of Significant Terms
a. Advertising: This is the non-personal communication of a message from
a producer to the customers, persuading, convincing about a product or
service, usually through paid for commercial or billboards.
b. Tens-National: This refers to any business that has an effect across more
than one country world famous brands like coca –cola.
c. Impact: A strong effect or impression
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d. Apathy: A feeling of having no interest in something.
e. Profitability: Is the primary goal of all business ventures.
f. Hotels: A usually large house or building where travelers, holiday makers
etc may receive food, lodging etc in return for payment.
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