ABSTRACT
The
purpose of the project, Effect of Advertising on a Company’s Product. The aim
of the project is to explicate more light on the usefulness of advertising on a
company’s product. In the process of preparing this project resort has been
made to primary source of data collection furthermore questionnaires were
administered in the organizational approached for data from the study it was
observed among others that the company’s under study does not use. In
conclusion was recommended that advertising is important discovered that most
company are rarely involved in a advertising done by the producing companies of
such goods.
TABLE OF CONTENTS
Title Page
Certification --- --- --- --- --- --- --- --- --- i
Dedication --- --- --- --- --- --- --- --- --- ii
Acknowledgements --- --- --- --- --- --- --- --- iii
Table of Contents --- --- --- --- --- --- --- --- iv
Abstract --- --- --- --- --- --- --- --- --- --- vii
CHAPTER ONE: INTROUDCTION
1.1
Background to the Study --- --- --- --- --- --- 1
1.2
Statement of the Problem --- --- --- --- --- --- 2
1.3
Research Questions --- --- --- --- --- --- --- 3
1.4
Objective of the Study --- --- --- --- --- --- --- 3
1.5
Statement of Hypotheses
--- --- --- --- --- --- 4
1.6
Scope of the Study --- --- --- --- --- --- --- 4
1.7
Significance of the Study --- --- --- --- --- --- 5
1.8
Limitation of the Study --- --- --- --- --- --- 5
1.9
Operational Definition of Terms --- --- --- --- --- 6
CHAPTER
TWO: LITERATURE REVIEW
2.1 Nature of Advertising - --- --- --- --- --- --- 8
2.2 Advertising Objectives --- --- --- ---
--- --- 10
2.3 Developing Advertising Message --- --- --- --- 11
2.4 Sales Promotion --- --- ---
--- --- --- --- 15
2.5 Marketing and the Four Marketing Mix--- --- --- --- 17
2.6 Advertising Agency Function and Structure
--- --- --- 18
2.7 Effect of Advertising on Consumer Purchase
Decision--- --- 19
2.8 Types of Sales Promotion Strategies --- --- --- --- 23
2.9 Managing Sales Promotion --- --- --- --- --- --- 24
2.10 Sales Promotion in Nigeria --- --- --- --- --- --- 25
2.11 Consumer Attitude Towards Sales Promotion --- --- --- 26
CHAPTER THREE: RESEARCH
METHOD
3.1 Research Design --- --- --- --- --- --- --- 27
3.2 Population of the Study--- --- --- --- --- --- 27
3.3 Sample and Sampling Techniques --- --- --- --- --- 27
3.4 Instrumentation --- --- --- --- --- --- --- --- 28
3.5 Method of Data Collection --- --- --- --- --- --- 28
3.6 Method of Data Analysis --- --- --- --- --- --- 30
CHAPTER FOUR: DATA
PRESENTATION ANALYSIS AND INTERPRETATION
4.1 Data Presentation --- --- --- --- --- --- --- 31
4.2 Data Analysis --- --- --- --- --- --- --- --- 31
4.3 Test of Hypotheses --- --- --- --- --- --- --- 43
4.4 Discussion of Findings --- --- --- --- --- --- 45
CHPATER FIVE: SUMMARY
CONCLUSION AND RECOMMENDATIONS
5.1 Summary --- --- --- --- --- --- --- --- --- 46
5.2 Conclusion --- --- --- --- --- --- --- --- 47
5.3 Recommendations --- --- --- --- --- --- --- 48
5.4 Suggested Area for Further Studies --- ---- --- --- 49
References
Appendices
CHAPTER
ONE
INTRODUCTION
1.1 Background to the Study
Advertising can be define as a process of
calling the attention of the public (audience) to a particular product service
or an idea in promotion which encompassed the activities of preparing sales
displays, trade fares, training seminars and working free sample, all these are
for effective marketing advertising which is the oral or written words, illustration
and picture that convey the intention and message of advertising.
Nigeria is branded as a developing nation
by implication in all its areas of human endeavors which is yet to experience
development which has not got to an appreciable level of economic process and
sustainability. However, the commercial sector of Nigeria economy which is by
all means of the most vast and varied characteristics which contributes in
small way to the level of growth, of the economy and general development
experienced so far.
Advertising strategies increases volume of
sales of manufacturing consumers product, have been made important in growth of
the commercial sector because of the growing sophistication of the mass media
and general awareness of the population. Consumers goods manufactures and
distribution alike are in the ocean of advertising, making all necessary
efforts to sell their goods to the population perhaps this is why manufactures
and distributors alike are found using such business strategies like loffery
branding premium bonuses and contest sponsoring of programmes etc to popularize
their product for regular patronages. Perhaps, attempt will be made to provide
answer to this nagging question from the
main area of this research.
1.2 Statement of the Problem
The effect of depression in economic
activities on most companies is that of sales drop in some cases there are no
sales for a long period of time which leads to closure or liquidation of such
companies. Since consumers are either unaware of the company’s product offering
or home developed a strong habitual behaviour on the use of a particular
product thereby leading to the death of close substitute in the market place.
The significance of advertising then becomes unavailable.
Therefore, the problem present on this work is
to find out:
i How often is Advertising used as a
marketing tool
ii How advertising may attract marginal
customers or consumers.
iii How effective is advertising when used as
a marketing strategy
iv To
access the level of satisfaction from the marketing activities being carried
out in Nigeria.
v The role of advertising on the marketing
product.
1.3 Research
Question
i Is
advertising seen as a tool for motivation of consumers /customers taste
ii How frequent is advertising used as a
marketing tool?
iii Are
companies in Nigeria using advertising as a marketing strategy?
Iv Does
advertising facilitate the introduction of a new product in the market?
1.4 Objective of the Study
In
consideration of the problem that have
been identified the objective of the study include:
(i) To
find out how advertising contributes to the sales performance of a companies
(ii) To
determine possible ways of inducing consumers through advertising.
(iii) Advertising
to create awareness of a new product and to enhance sales volume of the
company.
(iv) To
examine the effectiveness of advertising on marketing activities and make
recommendation where necessary.
1.5 Test
of Hypotheses
(1) Advertising
is not an important promotional strategy employed in creating awareness about a
company product.
(2)
That advertising budget does not affect the consumption patterns of the
advertising product.
(3)
That the message content have effect on a rational buyer’s decision.
1.6 Scope
of the Study
This
study is not an attempt to claim that advertising is the only marketing
strategy that can be used by company to increase their sales volume. The study
is only geared towards the successful application of sales promotion by consumer
oriented organization as a way forward of achieving their companies goal and
objectives. The study for reasons of limited resources and time constraints
will be carried out using the staff of Coca-Cola Bottling company plc in Benin
and consumer in Ugbowo Uniben campus as case study.
1.7 Significance
of the Study
Advertising is very important to the development of
business organization in particular and the general economic development of
given nation. The role of advertising in an organization will enhance the
effective management of business organization and better coordination and
control by the organs of government responsible for organizing the commercial
sector.
Advertising serves as short term incentive out for new
product. New entrepreneur may actually use this to test market acceptance of
the new product. The project is important to retail business organization
especially an organization that want to increase their sales create awareness
and persuade consumer to buy products and for regular patronage.
1.8 Limitation
of the Study
As common with most research of this nature conducted
in Nigeria time constraints and the lack of adequate finance resource and
logistics posed some limitation to this research.
Respondent bias and lack of interest by the staff and
some consumers who claimed to have always provide assistance and answer to
questionnaire previously administered to them by various researchers without
being provided with the result of such studies this pose a great deal of
limitation worthy of mentioning here. In spite of the above short comings, the
study was an eye opener to the benefit of advertising to consumer oriented
organization.
1.9 Operational
Definition of Terms
Advertising:
According
to America Marketing Association (AMA) which says advertising is any paid form
of non-personal representation and promotion of goods and services or ideas by
identified sponsor.
Product:
A product is anything that can be offered to a market for attention and that
might satisfy a want or a need.
Price:
The amount of money charge for a service or product.
Place:
The geographical environment through which the targeted customers are
reached.
Promotion:
This involves communicating with the customers about the product been
presented. It involves a complex communication system with various public such
as the consumers and middlemen.
Sales
Promotion: These are marketing activities other than personal selling,
advertising and publicity that stimulate consumer purchasing and dealer
effectiveness. These activities include displays shows exhibitions,
demonstrations and other extra ordinary selling efforts.
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