TABLE OF
CONTENTS
CHAPTER
ONE
1.0 INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
1.2 STATEMENT
OF THE PROBLEM
1.3 AIMS
AND OBJECTIVE OF THE STUDY
1.4 SIGNIFICANCE
OF THE STUDY
1.5 SCOPE
OF THE STUDY
1.6 LIMITATIONS
AND CONSTRAINTS TO THE STUDY
CHAPTER
TWO
2.0 LITERATURE
REVIEW
2.1 CONCEPT
OF COMPETITIVE MARKET
CONCEPT OF MARKETING
2.2 CHARACTERISTICS
OF COMPETITIVE MARKET
2.3 CONCEPT
OF SALES GROWTH
PROMOTIONAL MIX
2.4 CONCEPT
OF ADVERTISING
2.5 TYPES
OF ADVERTISING
2.6 ADVERTISING
STRATEGIES/TECHNIQUES
2.7 THE IMPACT OF ADVERTISING ON SALES GROWTH
IN A
COMPETITIVE MARKET
CHAPTER
THREE
3.0
RESEARCH METHODOLOGY
3.1 RESEARCH
DESIGN
3.2
RESEARCH POPULATION AND SAMPLE
3.3 INSTRUMENT
FOR DATA COLLECTION
3.4 ADMINISTRATION
OF INSTRUMENT
3.5 METHOD
OF DATA ANALYSIS
CHAPTER
FOUR
4.0 DATA
PRESENTATION AND ANALYSIS
4.1 BRIEF HISTORY OF ADVERTISING OF NIGERITE
PRODUCTS
IN NIGERIA
4.2 DATA
PRESENTATION AND ANALYSIS
4.3 DISCUSSION
OF FINDINGS
CHAPTER
FIVE
5.0 SUMMARY OF FINDING, AND RECOMMENDATIONS
5.1 SUMMARY
OF FINDINGS
5.2 CONCLUSION
5.3
RECOMMENDATIONS
REFERENCES
CHAPTER
ONE
1.0 INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
This
project study is with the “Measurement of advertisement contribution to
effective sale growth in a competitive market”.
The
basic fact of life in marketing product cannot sell itself more so a product
that is designed to perfectly meet buyers’ desire which is offered at a very
affordable price will not be successful unless information about its
availability and benefit are well oversented.
Consequently,
some forms of communication are essential for the execution of any marketing
strategy. Advertising consist of paid message designed to inform or persuade
buyer about a product service belief or idea by an identified sponsor selling message
to the right prospect for a product or services at a lowest possible cost.
Nonetheless,
if a brand has been in a market for sometimes, its sales may have started to
deceive out it may be re-launched back into the market by an aggressive
marketing strategy in other word.
It
is instructive that with advertising you will actually be selling less but
“less” is skill more than the result, which would have achieved without
advertising and this may be a major benefit to your overall profitability.
In
addition, you can successfully establish brand values through increased
advertising. It is easier to establish these sorts brand values, if you set out
to do so right from the brand launch. This means, that the name the pack the
point of sales reflects a completely integrated brand personality.
By
effective advertising, a brand can carryout for its self a new market or
significant share of any old one at the expense of direct or indirect competition.
In
Conclusion, it’s instructive from all the above mentioned factor that one
cannot over emphasized the important of advertising toward achieving corporate
objectives.
This
is the main reason behind this significance of the on measurement of the
contribution of advertising to growth in a competitive market.
1.2 STATEMENT
OF THE PROBLEM
In
any research work, certain problems are usually identified for the study, it is
the way problems are defined that governs the ability of decision making to
search and identify appropriate solution.
Below
are the major problems:
ü Problem
of cost: this research work views and explains the problems that is caused by
the cost and it also deals with how costs affects the ability of decision
making and it also reveals the best solution given to solve the costs problems
ü Problem
of determining the medium used in advertising: advertising is a paid form of
making or creating awareness for your product, this research work helps to
determine the best medium of advertising that you can use because advertising
is very essential and important but it can also be very ineffective when you
place your at the time not needed or necessary. This research sees to the
problem of advertising and also shows the best solution
ü The
problem of ineffective use of media: this research work explains almost
everything about media and also the problems faced when you use the media
ineffectively and it also states the solution when you start facing the problems
it also explains the importance and usefulness of media
1.3 AIMS
AND OBJECTIVE OF THE STUDY
The
overall aims and objective of measuring advertisement contribution to effective
sales growth in a competitive market is to increase, profit’ by stimulating.
Sales beyond the unit and naira level otherwise possible. More specifically,
the producer or seller hopes that additional unit sold as a result of adverting
will contribute to overhead cost of the advertising. Their important aims and
objectives are as follow.
ü To
inform potential customer and users of the existence of the product and the
benefit they have from the purchase.
ü To
expose future researcher and broaden her knowledge about the subject matter.
ü To
elucidate the contribution of advertisement to effective sales growth in a
competitive market.
ü To
regain lost customers and accounts
1.4 SIGNIFICANCE
OF THE STUDY
This
study is intended to highlight and unfold the roles of advertising and to
promote the corporate image on marketing in company product.
Furthermore,
the importance of the study is also derived from the fact that this ‘study area
head been relatively negated in the marketing. Most of the previous research
study has been on advertising in relation to specific product.
In
addition, the study would be of immense benefits to future researchers’ attempting
to appraising advertising as it enhance sales growth in competitive market.
However, the primary rationale for this research study is too useful the
obligations, which serve as one of the prerequisite for the partial fulfillment
of the National Diploma in Nigeria polytechnics.
1.5 SCOPE
OF THE STUDY
The
Scope of this study will be limited to determining how advertising enhance
sales growth of Nigerite Limited product.
It
determines the effectiveness of various types of advertisement used by Nigerite
Limited.
This
study covers an indigenous and foreign market and product of Nigerite Nigeria
Limited Lagos. Nigerite as a member of Elex group is the largest company in
Africa that engages in manufacturing bf fibre, current roofing sheet and vingh
floor ties, which are being used and consumed throughout the country and has become a celebrity among
its contemporary.
Nigerite
limited is a joint venture between Odua Investment Corporation limited and Etex
group of Belgium. Its head office is located in a fifty acre site along Oba
Akran Avenue, Ikeja, Lagos state and has different branch offices in various
states such as Ilorin, Ogun, Oyo, Anambra, Abuja, Jos, Abia etc.
1.6 LIMITATIONS
AND CONSTRAINTS TO THE STUDY
A
research study of this nature has never been executed successfully without the
researcher facing constraint or the other.
The
following are the limitations involve in conducting the study
Ø Time: the period within
which the project is being carried out is grossly limited. Data collected
involved mush traveling around.
Ø Most
of the staff and respondents felt reluctant to disclose information needed by
the researcher to avoid leakage of the company information.
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