EVALUATION OF THE IMPACT OF ADVERTISING IN THE MARKETING OF GOVERNMENT PROGRAMMES IN NIGERIA (A STUDY OF COMMUNITY BASED POVERTY REDUCTION IN EBONYI STATE)

PROJECT TOPIC- EVALUATION OF THE IMPACT OF ADVERTISING IN THE MARKETING OF GOVERNMENT PROGRAMMES IN NIGERIA (A STUDY OF COMMUNITY BASED POVERTY REDUCTION IN EBONYI STATE)

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

Advertising is exciting, dynamic and challenging enterprise. It is a form of communication through the media about products, services, ideas personalities or organizations. Advertising attracts attention to a product, service or concept that requires public attention. It helps in getting the target audience to actually accept the product, services or ideas by developing interest in the product, service or idea before it is launched.

Before now, many government policies and programmes had failed, due to the inability of government to advertise properly the benefits of such ideas to the people they are meant for. Advertising is commercial information through which government can make the general public become aware of the qualities and comparative benefits of what is available through advertising. Advertising has impacted positively in the marketing of government programmes in Nigeria. Through advertising, government

has effectively and efficiently sold her policies and programmes to the target audience. For instance, when poverty reduction programme was newly initiated by president Olusegun Obasanjjo, many Nigerians were not aware of what the programme was all about and the benefit thereof. But through advertising, government was able to effectively sale the benefits of this programme to the citizens.

The basic aim, desire and objective of every government whether in the developed, developing or under developed countries, include among others to ensure the well being of her citizens, socially and economically, thereby improving their standard of living, in view of the above, government of various countries of the world, Nigeria inclusive, make various policies and package various programmes that assist them in realizing the state objectives. And for this packaged policies and programmes to succeed government must advertise.

True marketing can be considered as the totality of the business enterprise. It is not surprising therefore that money management, experts, government and scholars are beginning to appreciate the importance of modern marketing concepts in all type of organizations. In the word of Kotler (1988:19), ‘the purpose of marketing is to discover need and serve it”.          Marketing is not only applied for the profit oriented business organizations but also in other sectors of the economy which

include the public sector and other non-profit organizations. Also in this context, the product which is the basis of exchange relation is not just the physical product manufactured by business organizations but anything of value which include among many others, ideas, government policies and programmes. Poverty reduction and its related issues are not strange to Nigerians; initial attention was focused on rural development and towns, and country planning as practical means of confronting the cause of poverty.

Community based poverty reduction programme was adopted into Ebonyi State by the former Executive Governor of Ebonyi State, Dr. Sam O. Egwu as a national programme. Government in coming out with this policy of community based poverty reduction had in mind to reduce poverty and suffering of the masses, therefore, the government programme of reducing poverty in the state should be supported completely by Ebonyians.

PROJECT TOPIC- EVALUATION OF THE IMPACT OF ADVERTISING IN THE MARKETING OF GOVERNMENT PROGRAMMES IN NIGERIA (A STUDY OF COMMUNITY BASED POVERTY REDUCTION IN EBONYI STATE)

1.2   STATEMENT OF THE PROBLEM

Ebonyi as a developing state have adopted poverty reduction programme as a way of reducing suffering in the state. The fact is that poverty continues to be spreading, deepening and appears unresolvable. These problems include the government inability to advertise properly the benefits of poverty reduction programme to the people. Other problems include, the fact that poverty reduction programme is not promoted effectively, improper planning in the execution of poverty reduction programme.

To solve these problems, government needs to advertise properly the benefits of this poverty reduction programme to the citizen. Government also need to effectively and efficiently promote and advertise poverty reduction programme to the people. Government must properly plan the execution of poverty reduction programme. This will help the poverty reduction programme to succeed in achieving its objectives of reducing poverty in the state.

1.3   OBJECTIVES OF THE STUDY

  1. The major objectives of this study are to investigate the impact of advertising in the marketing of community based poverty reduction programme in Ebonyi State.
  2. To determine the effectiveness of advertising on community based poverty reduction programme in Ebonyi State
  3. To determine the shortcomings of and make useful recommendations for improvement.
  4. To find out if community based poverty reduction programmes are not well promoted through advertising.
  5. To find out how supportive the programme is in rehabilitating members in communities where the programme is implemented.

1.4   RESEARCH HYPOTHESES          

Ho:    Advertising has no effect on poverty reduction programme in Ebonyi State.

H1:    Advertising has an effect on poverty reduction programme in Ebonyi State.

Ho:    Advertising has an impact in the marketing of government poverty reduction programmes.

H1:    Advertising has no impact in the marketing of government poverty reduction 

Ho: Government poverty reduction programme is not well

promoted and advertised

H1:    Government poverty reduction programme is well

promoted and advertised

1.5   SIGNIFICANCE OF THE STUDY

The study will definitely be of immense benefit to the government, it will help government to appreciate the importance of advertising in  the marketing of her programmes. This study will also help government to advertise the benefits of the policies and programme properly to the people. It will also be beneficial to identify the benefits, importance and implications of advertising the community based poverty reduction programme. This study will be of importance to professionals in the field of marketing.

Future researchers can also take advantage of the findings to develop and establish models and effective marketing ethics that will enhance advertising of government policies and programmes.

1.6   SCOPE AND LIMITATIONS OF THE STUDY 

This study will be carried out within and outside the agency of poverty reduction in Ebonyi State. The research may encounter problems based on:

  1. Problem of finance will be a constraint, because it may limit the scope of the research.
  2. In carrying out this research, time will be a constraint because of pressure of class work, assignment, and attendance to lectures.

iii.      The inability and reluctance of the respondents to give information may hinder the researcher from getting all information require to carry out this research.

PROJECT TOPIC- EVALUATION OF THE IMPACT OF ADVERTISING IN THE MARKETING OF GOVERNMENT PROGRAMMES IN NIGERIA (A STUDY OF COMMUNITY BASED POVERTY REDUCTION IN EBONYI STATE)

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