COMPETITIVE ADVERTISING AND THE STRATEGIC ROLE IN THE GROWTH PHASE OF A PRODUCT LIFE CYCLE

Journal of Applied Sciences and Development [JASD]

View Publication Info
 
 
Field Value
 
Title COMPETITIVE ADVERTISING AND THE STRATEGIC ROLE IN THE GROWTH PHASE OF A PRODUCT LIFE CYCLE
 
Creator Uduji,, J. I.
Ankeli,, O. M.
 
Description It has been submitted that the credibility of advertisements and indeed, theadvertising industry in general, might be tarnished as a result ofcompetitive advertising. Against this backdrop, the present studyexamined competitive advertising and its role, especially in the growthphase of a product. With specific reference to Juhel PharmaceuticalCompany Limited, Enugu, the study investigated the role of competitiveadvertising as a promotional tool for improved product performance anddifferentiation between competing brands at growth stage. The study useda survey research method. The marketing department internal staff ofJuhel constituted the population of the study. The simple random samplingtechnique was used to select 100 staff. Findings showed that competitiveadvertising has impact on the growth phase of product, it influences demand for a specific product brand, promotion is more developed andactive at this phase, and it differentiates product from the competitors’and increases or prefects sales volume at this phase. Some factors thatfacilitated the role of competitive advertising at growth phase of productincluded provision of new information to consumers. Based on the abovefindings, some key recommendations were made and conclusion drawn.
 
Publisher WELFARE AND INDUSTRIAL PROMOTIONS (WIPRO) INTERNATIONAL
 
Contributor
 
Date 2016-12-07
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jasdevr.org/ej/index.php/jasd/article/view/9
 
Source Journal of Applied Sciences and Development (JASD); Vol 2, No 1 & 2 (2011)
2536-6939
 
Language eng
 
Relation http://jasdevr.org/ej/index.php/jasd/article/view/9/8
 
Rights Copyright (c) 2016 Journal of Applied Sciences and Development (JASD)
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library