Corporate Communication and the Role of Advertising in Brand Awareness: A Study of Shani Local Government Area, Borno State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Brand awareness is crucial for businesses and organizations aiming to establish a strong presence in competitive markets. Corporate communication, through various channels, plays a vital role in building and maintaining brand awareness, with advertising being one of the most effective tools. In Shani Local Government Area, Borno State, businesses, especially small and medium-sized enterprises (SMEs), face challenges in gaining recognition and building brand awareness due to limited resources and access to traditional advertising platforms. However, the rise of digital media and local communication strategies presents new opportunities for advertising and brand promotion. This study explores the role of corporate communication in leveraging advertising to enhance brand awareness in Shani, focusing on how businesses use advertising strategies to reach their target audience, increase visibility, and strengthen their brand identity.
1.2 Statement of the Problem
Despite the potential benefits of advertising in building brand awareness, many businesses in Shani Local Government Area struggle to effectively communicate their brand message to the public. Limited access to advertising platforms, inadequate corporate communication strategies, and a lack of understanding of effective advertising techniques have hindered the growth of brand awareness in the region. This study seeks to investigate the role of corporate communication in utilizing advertising to enhance brand awareness, focusing on how businesses can improve their communication strategies to build stronger brand recognition and customer loyalty.
1.3 Objectives of the Study
- To examine the role of corporate communication in promoting brand awareness through advertising in Shani Local Government Area.
- To identify the advertising strategies employed by businesses in Shani to increase brand visibility and recognition.
- To assess the impact of advertising on customer perceptions and brand loyalty in Shani.
1.4 Research Questions
- How does corporate communication contribute to promoting brand awareness through advertising in Shani Local Government Area?
- What advertising strategies are employed by businesses in Shani to enhance brand visibility and recognition?
- How does advertising influence customer perceptions and brand loyalty in Shani?
1.5 Research Hypotheses
- Corporate communication positively influences brand awareness through advertising in Shani Local Government Area.
- Effective advertising strategies increase brand visibility and recognition in Shani.
- Advertising positively impacts customer perceptions and brand loyalty in Shani.
1.6 Significance of the Study
This study is significant as it highlights the importance of corporate communication and advertising in building brand awareness, particularly for SMEs in Shani Local Government Area. The findings will provide valuable insights for businesses seeking to improve their brand visibility and customer engagement. Additionally, the study will contribute to the academic literature on corporate communication, advertising, and brand management in the Nigerian context.
1.7 Scope and Limitations of the Study
The study is limited to businesses in Shani Local Government Area, Borno State, and focuses on the role of corporate communication in promoting brand awareness through advertising. The research does not extend to other regions or sectors.
1.8 Operational Definition of Terms
- Corporate Communication: The management of communication strategies within an organization to promote brand awareness, visibility, and engagement.
- Brand Awareness: The extent to which consumers are able to recognize or recall a brand.
- Advertising: A form of communication used to promote products, services, or brands to a target audience through various media channels.
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