IMPACT OF ADVERTISING ON SELECT HOTELS PROFITABILITY
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TABLE OF CONTENT
Title Page
Certification
Dedication
Acknowledge
Abstract
CHAPTER ONE
INTRODUCTION
Background to the study
Statement of Problem
Research Questions
Purpose of the Study
Significance of the study
Delimitation /scope of study
Limitation of Study
CHAPTER TWO:
Review of Related Literature
Conceptual Review
Empirical Review
Theoretical Framework
Summary of Literature Review
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
Research design
Population of Study
Sample and Sampling Techniques
Research Instrument
Validity of Instrument
Administration of the Instrument
Method of Data Analysis
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
Data presentation and Analysis
Discussion of Results
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Summary
Conclusion
Recommendation
References
Appendix
Abstract
This study is on impact of advertising on select hotels profitability. The total population for the study is 200 staff of selected hotels in Eket local government of Akwa Ibom state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made up house keepers, front desk officers, bartenders and chefs was used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
CHAPTER ONE
INTRODUCTION
- Background of the study
Previous to the era of industrial revolution, the pattern and method of salesmanship was both crude and cumbersome chiefly because the gap between the productive and consumption sectors of society was small and manageable. However, with the present complication and sophistication among both the producers and consumers occasion by high level economic and technological developments, business are now reshaping, refocusing, repositioning and redirecting their operations and marketing strategies in order to face the obvious challenges posed by modern day marketing. Every business concern has a major objective for which it was established but whatever may be the goal, the overriding force undoubtedly remains profit maximization. To accomplish the afforested, these businesses make conscious efforts to find out what their customers want, providing them, creating the needed awareness on the availability of these goods and service and offering them at the right place, time and cost. It is by so doing that such a business can assuredly claim greater percentage of the market share and at the center of the activities are the pivot, the stimulant, the propeller, and the sole of business called advertising. Advertising, as one of the strongest promotional tools, remains a strong force in the hands of business entities. A popular saying has it that if you do not blow your trumpet, nobody is going to do that for you, only when you say, “Here I am” that people will actually know where you are. Advertising close this and more for organization especially the hotel business. It creates awareness and assists them in making the right choices. The following definitions and opinions by some authorities and schools of thought on the meaning and roles of advertising will perhaps give more insight into the concept. According to Stanton (1982) advertising consists of all the activities in presenting to a group of non-personal oral or visual openly sponsored message regular regarding a product, services or idea. Jones (1955: 14) sees it this way. Advertising was probably coined in England in the early days of the print to turn the attention of voters. The American marketing Association (AMA) defies it as a paid form of non-personal presentation and promotion of ideas and services by an identified sponsor. The Advertising age (1932) (an Ad- magazine) has a summer of the views of some professionals. In the field thus: Advertising is the printed, written, spoken or pictured representation of a person, product service or movement, openly sponsored by the advertiser and at his expense of the purpose of the influencing sales, use vote or endorsement. Finally starch (1966: 2) defines as the paid form of mass communication designed to influence people to favour a product in order to induce them to buy it. From the foregoing definition and views, it can be seen that advertising has the purpose of:
- Creating awareness on the availability of a product users, vote, person idea etc,
- Educating the target user on the constituents of what is being advertised,
- Offering other service such as how to use the products, where to get it, and what the cost is etc.
- Inducing sales, and
- Ultimately of increasing and maximizing profit thereby enhancing the revenue base of the business which in this case is. These are only a tip of what advertising is capable of doing for hotel business as it does in other business operators.
- STATEMENT OF THE PROBLEM
Hoteliers market their goods and services to public in order to reap profit for future survival and growth of the business. Advertising as one of the variables of marketing communication mix helps in actualizing not only marketing objectives but also the overall corporate objectives of the organization. It is however sad to note that some hotels especially in Eket urban hardly utilize or avail they of the unique opportunities offered by modern advertising media sum the television. It is therefore intention of this study to critically review the likely benefits hotel business will make in terms of profit maximization by availing themselves and using the communication.
- OBJECTIVE OF THE STUDY
The objectives of this study are to:
- Determined the general impact of hotel advertisements on the Eket residents
- Determine the extent of consumer awareness of hotel advertising in Eket urban,
- Examine the method and strategies of the advertisement of the media,
- Identify what consumer patronage of these hotels are as a result of advertising, and
- Make recommendations in line with our observation
- RESEARCH HYPOTHESES
For the successful completion of the study, the following research hypotheses were formulated by the researcher;
H0: The extent of customer awareness of hotel advertisement is not satisfactory
H1: The extent of customer awareness of hotel advertisement is satisfactory
H02: Advertising is not responsible for profit maximization by hotels
H2: Advertising is responsible for profit maximization by hotels
- SIGNIFICANCE OF THE STUDY
The study will be of importance to advertisers, hotel businesses, and the general public and communication students. It is anticipated that results from this study will help to evaluate and identify better ways of making hotel advertising and business operations more effective. It will additionally add to the existing body of knowledge of advertising and other related fields.
- SCOPE AND LIMITATION OF THE STUDY
The scope of the study covers impact of advertising on select hotels profitability. The researcher encounters some constrain which limited the scope of the study;
- a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
- b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
- c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.
1.7 DEFINITION OF TERMS
ADVERTISING: Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea
HOTEL: A hotel is an establishment that provides paid lodging on a short-term basis. Facilities provided may range from a modest-quality mattress in a small room to large suites with bigger, higher-quality
PROFITABILITY: The degree to which a business or activity yields profit or financial gain.
1.8 ORGANIZATION OF THE STUDY
This research work is organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study
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