TABLE OF CONTENTS
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
1.2 STATEMENT OF THE PROBLEM.
1.3 RESEARCH QUESTION
1.4 RESEARCH HYPOTHESIS
1.5 PURPOSE OF THE STUDY
1.6 SCOPE OF STUDY
1.7 SIGNIFICANCE OF THE STUDY.
1.8 LIMITATION OF THE STUDY.
1.9 OPERATIONAL DEFINITION OF TERMS
CHAPTER
TWO
LITERATURE
REVIEW
2.1 INTRODUCTION TO THE
STUDY
2.3 THEORITICAL
FRAMEWORK
2.4 ADVERTISING
THE CRISPIN PORTER BOGUSKY
FORMULAR
2.5 THROWBACK OF
MICHAEL POWER
2.6 OTHER PROMOTIONAL
MIX
2.7 PURPOSE OF
ADVERTISING
2.8 IMPORTANCE OF
ADVERTISING
2.9 GENERAL IMPACT OF ADVERTISING ON PRODUCTS
AND
SERVICES OF PROMASSIDOR NIGERIA LTD
2.4 SUMMARY OF THE CHAPTER
CHAPTER
THREE
RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN.
3.2
POPULATION OF THE STUDY.
3.3
SAMPLE/SAMPLING TECHNIQUES.
3.4 VALIDITY OF
INSTRUMENT USED
3.5 METHOD OF DATA
COLLECTION
CHAPTER
FOUR
4.1 DATA PRESENTATION
AND ANALYSIS
4.2 PRESENTATION OF
DATA
4.3 ANALYSIS OF DATA
4.4
TESTING FOR HYPOTHESIS
CHAPTER
FIVE
5.0 SUMMARY
OF FINDING CONCLUTION AND
RECOMMENDATION
5.1 SUMMARY OF FINDINGS
5.2 CONCLUSION
5.3 RECOMMENDATION
APPEDIX
1
REFERENCES
CHAPTER ONE
2.0 INTRODUCTION
2.1 BACKGROUND OF THE STUDY
Advertising
is any paid form of non-personal communication about an organization or its
product to a target audience through a mass/broadcast medium by an identified
sponsor. It should be observe that for any promotional activity to be called
advertisement it must be paid for.
In the real sense it is the method used
by companies for creating awareness of their products, as well as making new
product, known to the new potential consumers.
This thesis however, centers on going
beyond just advertising and its impact to sakes turnover of a company. This
work will shed light on how advertising can really affect a consumer’s buying
decision in growing economy like that of Nigeria and how successful advertising
can keep business going even in the midst of a tough competition. More so,
advertising as a promotional tool also tends to remind, reassure and influence
the decision of the consumers because an advertisement itself enlightens,
educates, and persuades consumers on their acceptability of the product
offering.
Most companies use an outside agency to
help create advertising campaigns and to select and purchase media. Today,
advertising agencies are redefining themselves as communications companies that assist clients to improve their overall
communication effectiveness by offering strategic and practical advice on many
form of communication.
In developing an advertising program,
marketing managers must always start by identifying the target market and
buyers motives. Then they can make the five major decisions, known as “the five
ms”. Mission what is the advertising objective? Money. How much can be spent?
Message: what message should be sent? Media: what media should be used?
Measurement: How should the result be evaluated? Kotler and Keller (2006)
Advertising in such a media as print
(newspaper, magazines billboards, flyers) or broadcast (radio, television )
typically consist of pictures, headlines, information about the product and
occasionally a response coupon. Broadcast advertising on the other hand consist
of an audio or video narrative that can range from 15 seconds spots to longer
segments as informercials, which generally last 30 to 60 minutes. Busari (2002)
Advertisement can also be seen on the
seats of grocery carts, on the walls of airports, walkways, on the sides of buses,
airplane and train. Advertisements are usually place anywhere an audience can
easily and/or frequently access visual and/or video (Busari, 2002)
2.2 STATEMENT OF THE PROBLEM.
In
a growing economy such as that of Nigeria, it is often very difficult
to have a regular and consistent increase in sales volume of a company product
because of the political and socio-economic instability in the country which directly
affect the standard of living and the purchasing power of the consumers.
This
thesis is based on to what extent has going beyond just advertising can have
impact on the sales turnover of a company going in business.
2.3 RESEARCH QUESTION
Does
going beyond just advertising have an impact to sale turnover of a company
product and services?
To what extent does T.V advertising
create a lasting impression in the mind of the prospect?
What is the best medium to be use in
passing the advertisement message to the target market?
Why is the print media mostly used in
communicating the advertisement message?
2.4 RESEARCH HYPOTHESIS
For
the purpose of the study the hypothesis generated are as follows;
Ho: That
advertising has no impact on the sales volume of a product.
Hi: That
advertising have impact on the sales volume of the product.
Ho: That
there is no significant relationship between advertising and sales volume
Hi: That
there is a significant relationship between advertising and sales volume.
2.5 PURPOSE OF THE STUDY
In
order not to deviate from the original intention and motive, the following will
therefore outline the purposes which the thesis intends to achieve. They are as
follows:
i.
To access the extent to which an
advertising programme reflects on the sales volume of a product
ii.
To identify the major merits and
demerits of advertising.
iii.
To get to know the concepts of
advertising and its various forms.
2.6 SCOPE OF STUDY
This research will
cover how the elements of advertising can be manipulated to design an effective
advertising campaign, and also strictly viewing advertising as a promotional
tool using promassidor Nigeria Ltd as a case study
2.7 SIGNIFICANCE OF THE STUDY.
The significance of this study will be
addressed under the following sub-headings
i.
Organization
under study:- This research work will be of great
significance to promassidor Nigeria Ltd in the sense that it will assist them
on adopting a better advertising campaign, towards the attainment of
goal/objectives. Secondly, it will help it to evaluate the roles of advertising
in relation to increase in the company product and services and to create
awareness of it existence.
ii.
Customers:-
It will be of great relevance to both existing and potential customers, for
them to know to what extent advertising can change there perception about a
product or service.
iii.
Government:
It will also be of great significance to government to know what and what are
happening in the dynamic business world.
iv.
Future Researchers:- Of great importance
it is to intending student, who are going to carry-out similar research work on
this thesis this project itself is in partial fulfillment of the requirement
for the award of higher national diploma (H.N.D) in marketing.
2.8 LIMITATION OF THE STUDY.
This research study was
constrained by inadequate data and information, release and the location of the
company used as a case study. These factors research may have somehow limited
the outcome of this research work.
This research work was designed to examine going beyond advertising and
its impact to sales turn over of a company, but the data was restricted to
information collected from the management.
2.9 OPERATIONAL DEFINITION OF TERMS
Advertising: This
is any paid form of non-personal presentation of idea, goods and services by an
identified sponsor
Advertising Agencies: These
are usually independent business organizations comprised of creative and
business personnel, who develop, prepare and place adverts for organizations so
as to attract and influence consumers’ behavior toward a product or service.
Consumer:
This is the person(s) to which the advertisement and product/services are
directed. Here they are also known as buyers of company’s product.
Outdoor Media:
These cover the use of billboards, sign post, posters, handbills etc in
communicating the advertising message to the consumers.
Electronic Media: These
include radio, television, the internet, etc and can be either local or
international
Market:
This is usually the strategic location or place where the company’s consumer/buyers
are situated or where they go to buy the products/services of their choice. The
market place offers different products/services to different consumers.
Producer:
This is the organization or firm that provides a product or that delivers
services for consumer consumption.
Sales volume: This
is to measure the amount, usually in cartoon/craters etc, of the product being
sold at a given point in time. This is commonly used as well with products but
it could be as used within a service company.
Transit Advertisement:
A relatively minor volume of the advertisement placed in or on public buses,
taxis, cars and other commercial vehicles.
Product:
This can represent anything a consumer acquires or might acquire to meet a
perceived need. The need not necessarily not to be satisfactory some product
might not satisfy their needs.
Sales: This
is a process of selling something such as a product, ideas or services sold at
a given point in time (Arowomole, 2001, 17-25).
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