THE IMPACT OF ADVERTIZING AS A PROMOTIONAL TOOL ON NEW PRODUCT DEVELOPMENT (A CASE STUDY OF UNILEVER NIGERIA PLC, ABUJA)

Abdullahi Ndagi Yakubu, Salihu Shehu& Nwokenkwo Ben Olubunmi

Department of Marketing

The Federal Polytechnic, Bida, Niger State.

email: ndyakubu1976@yahoo.com, Shehumunir2005@yahoo.com, bunminwokenkwo@gmail.com

ABSTRACT

 The aim of this study is to explore the role of advertising as a promotional tool for marketing a new product. A case study of Unilever Nigeria plc. An attempt was made to evaluate the effectiveness or role of advertising as one of the promotional mix element used by Unilever Nigeria Plc Abuja. This study is quantitative in nature as 20 questionnaire were handout to the respondents and non-probability sampling techniques was adopted, Hypotheses was formulated and tested with the use of Chi-square which shows that there exists relationship between the advertising expenditure and the annual turnover, and that advertising has a significant effect on the development. It also revealed that the choice of the right media selection can affect the effectiveness of the message of advertising. It was recommended that for the effective sales of product, appropriate plan and design of the message of advertising should be done before caring out the practice of advertising in an Organization; also the selection of the right media is also very important for the effectiveness of the use of advertising.Keywords: Advertising, New product Development