Role of Public Relations in the Re Establishment of Failing Barands

THE USE OF PUBLIC RELATIONS AND ADVERTISING AS A TOOL FOR THE REBRANDING AND RE-ESTABLISHING OF FAILING PRODUCTS IN NIGERIA. A CASE STUDY OF VITA FOAM.

BY

AWOBAMISE, AYODEJI OLALEKAN
MATRICULATION NUMBER: 089083015

DECEMBER, 2009
THE USE OF PUBLIC RELATIONS AND ADVERTISING AS A TOOL FOR THE REBRANDING AND RE-ESTABLISHING OF FAILING PRODUCTS IN NIGERIA. A CASE STUDY OF VITA FOAM.

BY

AWOBAMISE, AYODEJI OLALEKAN
MATRICULATION NUMBER: 089083015

Being professional project submitted to the Department of Mass Communication, in partial fulfilment of the requirements for the award of Master of Science Degree (M.Sc.) in Mass Communication, School of Postgraduate Studies, University of Lagos, Akoka.

DECEMBER, 2009

DECLARATION I hereby declare that this study is an original work carried out by me with strict adherence to the laid down procedures, I also declare that this study was not copied from anywhere. And all materials used in this study were appropriated acknowledged.

NAME: AWOBAMISE, Ayodeji Olalekan

SIGN: ____________________________

DATE: December, 2009.

i

CERTIFICATION

This is to certify that this project titled: The use of public relations and advertising as a tool for the rebranding and re-establishing of failing products in Nigeria. A case study of Vitafoam Nig. Plc, was carried out by Awobamise, Ayodeji Olalekan with matriculation number 089083015, and has been read and approved as meeting part of the requirements for the award of a Master of Sciences (M. Sc) degree in Mass Communication, University of Lagos, Akoko-Yaba, Lagos.

_______________________ Dr. Innocent Okoye (Supervisor)

______________ Date

________________________ Prof. Ralph A. Akinfeleye (Head of Department)

_______________ Date

ii

________________________ External Examiner

_______________ Date

DEDICATION

I dedicate this project to the Almighty God for His infinite mercies throughout this programme. I also dedicate this

Bibliography: Advertising can therefore be defined as the non-personal communication from products, services, or ideas that is paid for by an identified sponsor for the purpose of influencing an audience. (Bruce G. Vanden Berge and Helen Katz, 1999). 3 Lavidge and Steiner 's Hierarchy-of-effects model is created to show the process, or steps, that an advertiser assumes that customers pass through in the actual purchase process (Barry & Howard, 1990)