EVALUATION OF THE EFFECT OF ADVERTISING ON MARKETING OF PHARMACEUTICAL PRODUCT IN NIGERIA (A CASE STUDY OF SOME SELECTED COMPANIES)

📄 Project Abstract

Given the competitive nature of the business world today, firms must be up on their toes in order to meet the ever-increasing challenges of the economy. One vital way to succeed is for a firm to be able to strategically market its products or services. With the present level of increasing and cutthroat competition in the pharmaceutical industry, companies must be prepared not just to provide the services, but to do so qualitatively and aggressively if they must survive. The researcher has therefore decided to conduct this research analytically and empirically to determine the effective application of advertisement as a marketing tool in the selected pharmaceutical companies. The findings have shown that the pharmaceutical companies have only just begun to grasp the full meaning and understanding of advertisement and its application to business. Unfortunately, there are still to be found traits of weak database, poor communication system, inadequate marketing skills of the staff. The ef...