BRANDINGAS A CORPORATE IMAGE BOOSTER

(BRANDING OF MINI TRAVELING BAG)

BY

OLADOYE AZEEZAT ENIOLA

2109071158

A PROJECT SUBMITTED TO THE DEPARTMENT OF MASS COMMUNICATION, SCHOOL OF

COMMUNICATION AND LIBERAL STUDIES, LAGOS STATE POLYTECHNIC, IKORODU

IN PARTIAL FULFILLMENT FOR THE REQUIREMENT OF NATIONAL

DIPLOMA (ND) IN MASS COMMUNICATION

SUPERVISED BY:

MISS BUKOLA LASISI

DECEMBER, 2023

CERTIFICATION
This is to certify that this project was written by OLADOYE AZEEZAT ENIOLA, with
Matric number: 2109071158 and was approved by the department for meeting the
requirement of the award of National Diploma (ND) in Mass Communication.

DEDICATION
This PROJECT write up is dedicated to Almighty Allah who made it possible for me to
complete my ND academic program. Also to my affectionate and dependable
parents who supported me in every aspect to make my academic path a success,
May Almighty Allah continue to strengthen them and make all their labour to be
fruitful in life (AAMEEN).

ACKNOWLEDGEMENT
I would like to express my special thanks to almighty Allah for His protection over me
during my National Diploma (ND) and I also appreciate the unwavering support of
my parents, MR & MRS OLADOYE for their contribution and support to the success of
my ND program.
I will not forget the good will and support given to me by my supervisor MISS
BUKOLA LASISI, thanks for your patience and encouragement you showed me during
my academic and supervision under you.
Lastly, I want to use this medium to specially appreciate all my lecturers for guiding
me throughout the program and for teaching me the things I needed to know. I also
thank the LAGOS STATE POLYTECHNIC for giving me a privilege to study in their
institution.

TABLE OF CONTENT

Title page

Certification

Dedication

Acknowledgement

Table of content

CHAPTER ONE

INTRODUCTION

1.1 Background to the study

1.2 Statement of the problem

1.3 Aims and objectives

1.4 Research questions

1.5Significance of the study

1.6 Scope of the study

1.7Definition of terms

References

CHAPTER TWO

LITERATURE REVIEW
2.0 Introduction
2.1 Impact of advertisement on brand patronage
2.2 Types of advertising
2.3 Reason why advertising is important
2.4 Functions of advertisement
2.5 Types of media advertising

CHAPTER THREE

PRODUCTION PROCESS

3.1Pre-Production

3.2Production Stage

3.3Post Production Stage

CHAPTER FOUR
Pictures of Branded Mini Traveling Bag
CHAPTER FIVE

SUMMARY, CONCLUSION, AND RECOMMENDATION

5.1Summary

5.2Conclusion
5.3Recommendation

Bibliography

CHAPTER ONE
INTRODUCTION

Advertising is an economic promoter with the attribute of persuasiveness. In formativeness

has an important contribution to make in terms of increasing sales or demand for the services
they rendered and hence increase profitability and also helps customers in making decisions
or choice of demand or spend their income wisely.

Advertising is a tool of marketing for communication of ideas and information about goods
and services to an identified group, which employs paid space or time in the media or uses
another communication vehicle to carry its message. It openly identifies the advertiser and
his relationship to the sales effort

1.1 Background of the study

Advertising is one of major ways in which sellers use in order to stimulate demand for goods
and services; therefore, it is a communication function which likes customers with the
producer.
Kotler (1990:450) Advertising is undertaking to increase campaign on sales, and this can be
done only if the public have full knowledge of the product or service is aimed at customers

Advertising can also be any paid form of non-personnel presentation and promotion of ideas ,
good and services by an identified sponsor or an art of creating awareness of a specific goods
and services available in the market (economy). One of the major objectives of advertisement
is to facilitate the work of the salesman by stimulating the demand for the project or services .

Advertisement is carried out through Radio, Television, Magazines, Journals, Directory ,

Newspapers, Poster, Film show etc. whatever from the advertising takes, the fundamental
principle is to deliver the message to the right audience at the right time and at the lowest
possible cost, so as to achieve positive result (goals).

In early stage of industrialization the general public has no real sense of discrimination . The
deciding factor in the purchase of an item or the others was containing price and not quality
and the function of the goods or services, its ability, durability and suitability it was whatever
cash they ever had in their pockets. The reason for this lack of discrimination was lack of the
right kind of education. Producers also find it difficult to make their known; they only display it
in shops or by showing it in the market place. People dont really know that service is a form of
product even though it is not tangible, that is it is not something that they can touch.

Advertising plays very important roles in the services industry because with proper
advertisement it increase its patronage, it create on awareness that something is going on
somewhere.
Advertising did not just start at this technological age, it started long time ago , it is an ancient
practice that reflect back to the very beginning of recorded history where the Romans pointed
walls to announce forth coming gladiatorial contest and the Phoenician morals as prominent
rocks along trade routes extolling the wishes they said, predecessor or modern day outdoor
advertising in pomp, were a well organized group of youth were praising politician and asking
people to vote in his favor.

Another early form of advertising was the use of town crier. In Greek during the Golden age ,
town crier were paid to circulate information (forms of advertisement) throughout the street
of Athens announcing to the citizen the sales of slave, cattle and other goods. Advertising
increases customers awareness, market acceptance, and customers patronage sales volume
and profitability of an organization (Rehman, Nawaz, Khan & Hyder, - 2014; Akanbi & Adeyeye,
2011; Kumar & Raju, 2013; Sajuyigbe, Amusat & oluwayemi; 2013; and Rai; 2013).

1.2 Statement of the Problem

Advertising is costly often its effect are uncertain and sometimes it takes a while before it
makes any impact on consumers patronage. It is for these reasons that many companies
think it appropriate, occasionally to reduce expenditures on advertising or to entirely
eliminate it. On the other hand, some companies sometimes consider it unnecessary to
advertise when their brands are already enjoying great success without advertisement . Such
behavior implicity fails to consider the fact that advertising is not just a current expense or
mere exercise out an investment.

1.3 Aims and objectives

One cannot start writing a project without something inducing her into such work, thus
i intends to identify the impact of advertising on service on service industry and need to
control the negative effect of the term advertisement. The study specifically attempts to
achieve the following objectives;

i To find out whether the amount spends on advertising is commensurate with the sales
volume or profit realized.
ii To examine banks or any service industry to consider other promotional strategies .
iii To examine why service industry spent so much money on advertisement of their
services, in order to bring the public to the awareness of their services e.g. UBN.

iv To finding out the problem of advertising in service industry and also offer solution to
those problems and also give on the steps to be taken for an effective product
promotions.

1.5 Significance of the Study

The study will contribute to existing knowledge, theories, and concepts of impact of
advertising on brand patronage in promoting organizational image. It will also help the
researcher to understand ways of promoting organizational image. The study will also be a lift
to future researchers.
1.6 Scope of the Study
The scope of this study is limited to Lagos State Polytechnic. Conclusive reports were drawn
for the success of this work. The period for the study is within a period of six months.

1.7 DEFINITIONS OF TERMS

1. Advertising: Any paid form of non-personal presentation of goods and services and
ideas by an identified sponsor.
2. Consumer: A consumer can be defined as any individual that buys goods for ultimate
consumption ( that is the household buyer) but not for any other purpose.
3. Consumer Behavior: This can be defined as the behavior that consumers display in
searching for purchasing, using and evaluation products, services and ideas which they
expect to satisfy their needs.
4. Marketing: Marketing can be defined as a process of finding out what consumers
want while determining the best way to price, promote and distribute the goods or
services profitability.
5. Strategy: pattern of decisions that determine and reveal the objectives, purposes or
goals and plans for achieving them.

CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
This is a means of communication with the users of a product or service. Advertisements are
messages paid for by those who send them and are intended to inform or influence people
who receive them. This chapter will give insight on the review of impact of advertisement on
brand patronage.

2.1 Impact of advertisement on brand patronage

Advertising is one of major ways in which sellers use in order to stimulate demand for goods
and services; therefore, it is a communication function which link customers with the
producer.

Kotler (1990:450) Advertising is undertaking to increase campaign on sales, and this can be
done only if the public have full knowledge of the product or service is aimed at customers

Advertisement is carried out through Radio, Television, Magazines, Journals, Directory ,

Newspapers, Poster, Film show etc. whatever from the advertising takes, the fundamental
principle is to deliver the message to the right audience at the right time and at the lowest
possible cost, so as to achieve positive result (goals).

In early stage of industrialization the general public has no real sense of discrimination . The
deciding factor in the purchase of an item or the others was containing price and not quality
and the function of the goods or services, its ability, durability and suitability it was whatever
cash they ever had in their pockets. The reason for this lack of discrimination was lack of the
right kind of education. Producers also find it difficult to make their known; they only display it
in shops or by showing it in the market place. People dont really know that service is a form of
product even though it is not tangible, that is it is not something that they can touch.

Advertising plays very important roles in the services industry because with proper
advertisement it increase its patronage, it create on awareness that something is going on
somewhere.

Advertising did not just start at this technological age, it started long time ago , it is an ancient
practice that reflect back to the very beginning of recorded history where the Romans painted
walls to announce forth coming gladiatorial contest and the Phoenician morals as prominent
rocks along trade routes extolling the wishes they said, predecessor or modern day outdoor
advertising in pomp, were a well organized group of youth were praising politician and asking
people to vote in his favor.

Another early form of advertising was the use of town crier. In Greek during the Golden age ,
town crier were paid to circulate information (forms of advertisement) throughout the street
of Athens announcing to the citizen the sales of slave, cattle and other goods.

2.2 Types of advertising

There are three main types of advertising, which are:
1. Above the line: Above the line advertising is not targeted to a specific group and is created
to reach large audiences. TV, radio and magazine advertisements are usually this type .

2. Below the line: Below the line advertising is a type of advertisement that is directed
toward a specific target audience. These can be mailing lists, in-store advertisements and
commercials created for a specific program.

3. Through the line: Through the line advertisement is often used for brand-building
campaigns and has a mix of above and below the line techniques. They're usually widely
distributed advertisements that use cookies or digital data to personalize the customer's
experience.
Advertisements can also be sorted by their medium, such as television or print, or the type of
technology they use, such as paid search or social media advertising.

2.3 Reasons why advertising is important

Advertising is an important part of trade and commerce for multiple reasons,
including:
1. Increases sales: Advertising's main goal is to increase the number of people who
buy your product. You can achieve this by using advertisements to persuade customers
that your product is high-quality, useful or desirable. An effective advertisement can
convince customers to purchase your product, which may dramatically improve your
overall sales.
2. Informs customers: Creating an advertisement is a simple way to inform potential
customers of your product and any advantages or features it may have. You can include
important information such as the function of a product, where you can buy it, price and
unique qualities in a short period of time. Advertising also allows you to tell your
audience about promotions such as sales, special services for new customers or special
events.

3. Helps introduce products: When your company introduces a new product or

service, you can create an ad to inform your customers about it. This allows you to show
the new product to a large number of people and create an interest for the release.
Telling a larger amount of people about your product release may increase the number
of people who want to buy it.

4. Informs you about your competition: You can use advertisements to monitor your
competition and learn about any developments they make. When a competitor releases
a new product or feature, they may create an advertisement to inform their customers.
This gives you the opportunity to develop something new of your own or create a new
advertisement detailing the features of an existing product that addresses the same
challenges.

5. Retains customers: Using advertising can help remind your customers about your
brand and may encourage them to continue buying your product. A customer who once
used your product may see an advertisement and remember their positive experience.
This can motivate them to purchase that product again or try other services from your
company.

6. Increases employee morale: An effective advertisement may improve the morale

of coworkers who see or hear about it. People may find it easier to talk to potential
customers about new products or services if the customer is already slightly aware of
them. A quality advertisement may also increase a person's pride in their workplace .

7. Differentiates your brand: Because most products and services have multiple
companies competing for customers, your company may need to find ways to
distinguish itself from competitors. Advertising elements such as logos, color schemes ,
fonts and taglines are ways to establish a brand identity and create a difference
between your product and other companies. If a customer recognizes or likes your
brand design, that may increase the chances of them purchasing your product.

8. Increases customer trust: Advertisements can increase familiarity and trust

between a company and its customers. If a potential customer sees multiple ads about
your product, they may consider you a trusted brand. You can also use advertising to
address any concerns, which further builds trust between your company and your
customers.
 9. Reaches target customers: Using advertising can help you easily identify or
market toward a particular target audience. After researching a target audience, you
can release an ad that may appeal to them at locations they usually frequent. If you
have more than one target audience, you can create separate ads and market to both
audiences in different areas.

10. Explains company values: A company with powerful, visible values can resonate
with customers and may encourage brand loyalty. Advertisement allows you to
describe your company's core traits or values to a wide audience and may encourage
them to try your product. Having clear company values can also increase customer
trust and may strengthen a brand's identity.

2.4 Functions of Advertisement

1. Identifying Brands and Products: Products, services and ideas are sold through
businesses that are differentiated by their brand identities. Brand identity is
communicated to the public via advertising. Consumers build emotional relationships
with certain brands with which they become increasingly familiar through the years ,
thanks to advertising.

2. Providing Information to Consumers: Advertising supplies the necessary

information to consumers so that they know what is available and where to buy it. It
broadcasts information on products, services and ideas sold on the open market
through a variety of media portals. It reveals the special features being sold, what color
and size the product is and which stores carry it.

3. Persuading Consumers to Purchase: Powerful, visual advertising presentations

compel consumers to purchase goods, services and ideas as a way to achieve
emotional fulfillment. Persuasion is the core mission of advertising. Advertising tells you
how the product, service or idea you are considering will improve your life . According to
Jeremiah O'Sullivan R, author of "The Social and Cultural Effects of Advertising ,"
advertising feeds on the concepts of ideology, myth, art, sexual attraction and religion .

4. Previewing New Trends: Previews about the virtues of new products, services and
ideas motivate consumers to obtain them because they don't want to be left out.
Advertising lets consumers in on up-and-coming trends and new markets. They offer
coupons, rebates and trial offers on new products, services or ideas to recruit new
customers and induce existing customers to try things. Advertisers preview new or
improved products, services and ideas to consumers in order to appeal to their sense of
wanting to be in the know about leading edge trends.

5. Generating Product Demand: The demand generated by advertising, public

relations, and sales promotion "pulls" the goods or services through channels of
distribution, notes "Reference for Business." One of the powerful functions of
advertising is to generate consumer demand for specific products, services and ideas
through ad campaigns that target the audiences that are most likely to buy them."
 Products, services and concepts are sold in volume, according to the consumer demand
for them.

6. Building a Customer Base: Consistent quality advertising increases consumer

loyalty for a product, service or idea. Advertising seeks to maintain the current
customer base by reinforcing purchasing behavior with additional information about
the benefits of brands. The goal of advertising is to build and reinforce relationships
with customers, prospects, retailers and important stakeholders.

7. Displaying Competitive Pricing: Advertising displays consumer goods with

competitive prices relative to the current market, thus educating consumers about
what things should cost. Advertising lets you know what the competition is doing , when
the next sale is, and how you can receive the latest coupon or rebate and seeks to
assure you that you are receiving the best value for your money.

2.5 Types of media advertising

Advertising media is an umbrella term referring to a mixture of all types of media,
including the internet, TV, radio, magazines, newspapers, and billboards. It can be used
to get people to buy a product or service by persuading them of its benefits. The five
major types of advertising media are:

1. Print Media: This is the oldest form of advertising. It is used primarily in newspapers
and magazines. Its use became widespread at the beginning of the 20th century due to
extensive literacy and the availability of paper for mass printing.

2. TV Advertising Media: TV advertisement is a very popular form of advertising

which was first introduced in the 1950s and subsequently expanded rapidly with help
from fast-paced sound bites and catchy music that ad created through soundtracks

3. Digital Advertising Media: The most recent form of advertising which has seen
rapid changes since its inception in the late 1990s, especially with help from social
networks like Facebook, Twitter, Instagram, and Snapchat

4. Outdoor Advertising: Outdoor advertising consists of billboards and other large

signs on public property that are intended to be seen by passersby who are not
necessarily aware they are looking at an advertisement.

5. Radio Advertising: Radio is the transmission of information via a carrier

wave through the air. It can be used to broadcast content to a large number of people
simultaneously and directly reach specific target audiences.

CHAPTER THREE
DESCRIPTION OF THE PRODUCTION PROCESS
3.0Introduction
The production process refers to the stages (phases) required to complete a media product ,
from the idea to master copy. The production process would be broken into three stages :
✓ The Pre-production stage
✓ The Production stage.
✓ The Post-production stage.

3.1 Pre-Production stage

Pre-production is the process of preparing all the elements involved in mini traveling bags
that will be used in the project. Pre-production ends when the planning ends and the contents
start being produced. Pre-production formally begins once a project had been finalized . At
this stage, finalizing preparations for branding go into effect.
Financing the project will generally by confirmed, and many of the key elements such as kinds
and colour of paint to be used, designing of the image to be used. By the end of pre-
production, printing, we hope to finalize and satisfy all the financiers and other stake-holders .
1. Title theme: The title is the impact of cooperate social investment in promoting
organizational image.
2. Objective: The objective is to examine the relevance and importance of branding, to
determine whether the branding can be used on impact of cooperate social investment in
promoting organizational image.
3.Target Audience: The audience of this project will be selected by the academic staff Mass
Communication Department of Lagos State Polytechnic, and selected members of the school
management.

4.Budget: This is the fourth aspect in the production of the equipment. It is to ensure that all
actions taken are carried out according to a planned budget.

3.2 Production Stage

This is where elements are put to use. Here the researchers do the rebranding of the mini
traveling bag through transfer printing of the mass communication logo and Lagos State
Polytechnic on the equipment purchased. This is the stage at which the researcher produces
the Mass Communication department Logo on the equipment at production factory.

3.3 Post Production Stage

After the final printing, the mini traveling bags are placed separately in an open place to dry
and ensure that it meant the required quality demanded for. It was then packaged into the
packing nylon as not to lose the quality of the printed work and prevent from dust.

Budget
This aspect is to ensure that all actions taken are carried out according to a planned budget.

CHAPTER FOUR
PICTURES OF BRANDED MINI TRAVELING BAG

CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1Summary
This project work deal with impact of advertisement on brand patronage which is said to be an
economic promoter with the attribute of persuasiveness. Advertising helps to increase sales ,
inform customer, introduces new products to the market, it helps to differentiates your brand
and reaches target audience at a goal. A new products cannot be known without the use of
advertisement. Advert can be in form of radio, television, billboards or can be posted online to
inform the public's about a particular brand. The definition of advertising is given according
to different scholars in chapter two which literature review on impact of advertisement on
brand patronage, types of advertising, importance of advertising, functions of advertising and
types of media advertising were given in chapter two. The steps involve in production process
that is the pre-production, production and postproduction stage were also explained and it
can be found in chapter three. Samples of the branded mini traveling bags were also shown which is in chapter
four of this project.

5.2Conclusion
This research was conducted to know the impact of advertisement on brand patronage . This study enables to
understand influence of advertisement as a tools for promotional tools, it also focuses on how it works to capture
and persuade the customers about the impact of Advertisement on brand patronage. It helps to presents the most
persuasive selling message to the right prospects of the product or service at your doorstep at the lowest possible
cost . It can be concluded that advertising has a great and important role in the profitability and growth of an
organization either production organization or service provider organization. Impact of advertisement on brand
patronage will expose students to the process involved in the branding of mini traveling bags and the effect of
advertisement on promoting an organisations image. From the production work, it was concluded that the impact
of advertisement on brand patronage and the branded mini traveling bags will help to improve the image of any
organization or institution such as Lagos State Polytechnic.

5.3Recommendation
✓ The government should invest more in vocational education so as to empower students for life after school.
✓ Students should be given project works that have to do with production as this will expose them to vocational
skills such as branding of products.
✓ The department of mass communication should dedicate a course to branding so that students can have an in-
depth knowledge of branding as a discipline.
✓ Company should continue to study the market and training its employees as well promoting its services and
products frequently.
✓ Company should have to differentiate its products and have a target market to build up a good market share
with long term relationship.
✓ Management and employees have to continue learning to exploit emerging complex and dynamic resource and
capability based inter-organizational external relationship network.

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