ABSTRACT
This study examiner the theoretical and epical
impact of advertisement on consumable goods with particular emphasis on Cadbury
Nigeria Plc.
In the course of the study, relevant literatures
were reviewed to have an insight into the conceptual and theoretical framework
of the study.
The study adopted a survey or disruptive research
design, hence primary data were generated though questionnaire which is the
major research instrument used.
A total of fifty (50) structured questionnaires
were administered among selected staff of Cadbury Nigeria Plc on a simple
random sampling procedure.
The data generated were statistically analyzed with
relevant analytical tools such as simple percentage tables and chi-square. The result of the findings reveals that
advertisement contributes to the achievement of small and scale enterprise
goals and objectives.
It is also evident from the findings that good
implementation of marketing communication mix lead to better performance in
business organization.
Finally, conclusions, recommendations and
suggestion for further studies were highlighted to demonstrate the
generalization-ability of the studies of the study.
TABLE OF
CONTENT
PAGE
Title page i
Certificate ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Content vi-vii
CHAPTER
ONE: Introduction
1.1 Background
to the Study 1
1.2 Statement
of the Problem 2
1.3 Objectives
of the Study 3
1.4 Research
question 3
1.5 Research
Hypothesis 4
1.6 Scope of
the study 5
1.7 Significance
of Study 5
1.8 Operational
Definition of Terms 5
References 6
CHAPTER
TWO: Literature Review
2.1 Introduction 7
2.2 Meaning
of advertising 8
2.3 Type of
Advertising 8
2.4 Setting
Advertising Objectives 15
2.5 Setting
the Advertising Budget 17
2.6 Developing
Advertising Strategy 19
2.7 Evaluating
Advertising 31
2.8 Other
Advertising Considerations 33
References 36
CHAPTER
THREE: Research Method
3.1 Introduction 37
3.2 Restatement
of Research Question 37
3.3 Restatement
of Research Hypotheses 37
3.4 Research
Design 38
3.5 Population
of the Study 38
3.6 Sample
size and Sampling Design 39
3.7 Data
Methods 39
3.8 methods
of Data analysis 40
3.9 Limitations
of the Study 40
References 41
CHAPTER
FOUR: Data Analysis, Interpretation and Discussion
4.1 Introduction 42
4.2 Analysis
of the Responses given by the
respondents 43
CHAPTER FIVE: Summary, Conclusion, Recommendations
and Suggestion for Further Study
5.1 Introduction 55
5.2 Summary
of Major Findings 55
5.3 Discussion
of Findings 56
5.4 Conclusion 56
5.5 Recommendation 56
5.6 Suggestion
for Further Studies 57
Bibliography 58
Questionnaire 59
CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND
TO THE STUDY
Communication
is needed to reach markets at a reasonable cost. Advertising is just one of the
tools for reaching markets. It may be too costly and time consuming to try to
do marketing job with salesmen alone; in such situations, advertising may be
preferred.
Advertising
consists of all the activities involved in presenting to a group a
non-personal, oral or visual, openly sponsored message regarding a product,
service or idea. This message, called an advertisement, is disseminated through
one or more media and is provided for by an identified sponsor.
There
is a significant difference between advertising and an advertisement. The
advertisement is simply the message itself. Advertising is a process; it is a
program or a series of activities necessary to prepared the message and get it
to the intended market or audience. Another point is that the public, market or
audience knows who is behind the advertising because the sponsor is openly
identified in the advertisement itself. Also, the sponsor make payment to the
media, which carry the message. These two considerations differentiate
advertising from propaganda and publicity. Advertising consists of non-person
(or one way) forms of communication conducted through paid media under clear
sponsorship.
Advertisers
include commercial firms but fundraisers, museums, government and various
social action organizations (NGOs) seeking to advertise their causes or program
to various target publics, audiences or market.
Advertising
media include magazines and newspapers; radio and television, outdoor display
(posters, billboards, signs) direct mail, novelties (pens, calendar),
catalogues; directories ad circular among others.
Advertising
has many purposes, which include long-term building up of the organization’s
corporate image (i.e. institutional advertising), information dissemination
about a sale, service, or event (classified advertising), announcement of a
special sale (promotional advertising) and advocacy of a particular cause
(advocacy advertising), among others.
1.2 STATEMENT OF THE PROBLEM
The
problems of this research study will be stated in question forms which are:
(a)
Why do companies use advertising?
(b)
To what extent has companies achieve its
marketing performance objectives through the used of advertising.
(c)
Why is it that advertising strategy
raised best among the other(s) marketing mix communication?
1.3 OBJECTIVES OF THE STUDY
The
objectives of this research study include the following:
(a)
To determine whether advertising in form
the market about new product or service.
(b)
To ascertain whether advertising build
up long term product brand.
(c)
To determine whether advertising does
remind customer/clients where to buy the products/services
1.4 RESEARCH QUESTIONS
Research
questions are minute or specific advertising dimensions of the ‘statement of
problem’ broad questions, the relevant research questions are:
(a)
Does advertising inform the market about
new product/service
(b)
Does advertising build up long term
product brand
(c)
Does advertising remind customers/clients
where to buy the products/services?
1.5 RESEARCH HYPOTHESIS
Hypotheses
are tentative answer to research questions. The tentative answers to the
research question above are:
Ho:
Null Hypothesis
H1:
Alternative Hypothesis
Ho: Advertising does not inform the
market about new product/service.
H1:
Advertising inform the market about new
product/service
a.
Ho: Advertising does not build up long
term product brand.
H1:
Advertising build up long term product brand.
b.
Ho: Advertising does not remind customers/clients
where to buy the products/services.
H1:
Advertising reminds customers/clients where to buy the products/services.
1.6 SCOPE OF THE STUDY
This
research study is strictly within the frame of the stated objective. This
research was designed to absolutely analyze and examine the impact of
advertising in Nigerian Breweries industry and Lagos State
will be used as area of study.
1.7 SIGNIFICANCE OF THE STUDY
This
research study is likely to be useful to Nigerian business organization to
appreciate the importance of advertising so as to enhance their organizational
performance. Most importantly, it will show the power value of advertising as
an importantly element in communicating company product to the market.
1.8 OPERATIONAL DEFINITION OF TERMS
This
research work is carried out at Nigerian
Breweries Company
Lagos State.
This is done because this is where the necessary data concerning the company
can be received. The constraints
encountered doing these research studies are:
(a)
Time constraint which are relatively
small in collecting date and information.
(b)
Financial constraints.
(c)
Unavailability of the necessary material
for the effective smoothness of the research work.
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