ABSTRACT
The impact of advertising
in an organization can never be over emphasized to the fact that it denote the
medium of awareness creation for the target audience (consumer). Advertising
according to G.B. gills is “a non-personal communication directed at target
audience through various communications in order to present and promote
products, service and ideas the cost of modia space or time being borne by the
sponsor or advertiser”. As it simply implies that audience is the target and
they are otherwise called the consumers or the potential consumers.
For advertising to lead
my organisation to promise land i.e. perform its purpose, it has to be properly
applied, it has a cost but appropriate application of advertising will labour
its cost and also enhance sales simultaneously.
This project work intends
to express the meanings of advertising according to different authors and
perceptions it s components, its application and relevance to organizations.
With special reference of Nigeria Bottling Company Plc in Ilorin. The project is divided into Five
Chapter for easy understanding of the entire work.
Chapter one is an
introduction to the to plc, background to the study, statement of problem,
significance of the study, scope and limitation of the study, definition of the
terms used, historical background of the case study.
Chapter two encompasses
the reviews of related literatures in the filed of study, what is advertising,
advertising agency, media and strategies, types of advertising, needs for
advertising, relevance of advertising to an organization, what is sales volume,
relevance of sales volume to an organization, interrelationship between
advertising and sales volume.
Chapter three deal with
the research methodology, research design and assumption, data collection
instrument.
Chapter four based on
data presentation, analysis and interpretation.
Chapter five deals with
the summary, conclusion and recommendation.
TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of contents
Chapter one:
General introduction
1.1
Back
ground to the study
1.2
Statement
of problem
1.3
Objective
of the study
1.4
Significance
of the study
1.5
Scope
and limitation of the study
1.6
Definition
of terms used
1.7
Historical
background of the case study
Chapter two: literature review
2.1
What
is advertising
2.2
Advertising
agency, media and strategies
2.3
Types
of advertising
2.4
Needs
for advertising
2.5
Relevance
of advertising to an organization
2.6
What
is sales volume
2.7
Relevance
of sales volume of an organization
2.8
Interrelationship
between advertising and sales volume
CHAPTER THREE
Research methodology
3.1
Research
design
3.2
Population
of the study
3.3
Sample
size
3.4
Questionnaire
design and assumption
3.5
Data
collection instrument
CHAPTER FOUR
Data presentation, analysis and interpretation
4.1
Data
presentation
4.2
Data
analysis
4.3
Data
interpretation
CHAPTER FIVE
Summary, conclusion and recommendations
5.1
Summary
5.2
Conclusion
5.3
Recommendation
Bibliography
Appendix
CHAPTER ONE
1.0 GENERAL INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The impact of advertising
in enhancing sales volume is the ultimate goal of advertising in order to
increase the firm’s profitability.
Advertising is the mass
paid communication designed to impart information about an organization, brand
or services to develop attitudes and awareness and to induce action beneficial
to the advertiser generally through the sale or promotion of the product.
According to John Hobson
(1958), advertising is a form of communication, the special nature advertising
of this is that it is paid for by some interest party who stands to benefit
from the communication of the message. Moreso, getting your name out to the
public is the key to raising our sales volume.
The old adage that you
have to spend money to make money is very true in this case if you want your
customer base to expand, you must advertise word of mouth is a great way to get
local business is Fantastic and always well came, but there is a far larger
scale of people that advertising will help bring in. the business all
advertising in many ways and have been extremely successful.
Coca – cola “I’d like to
teach the world to sing” that was one of coke’s famous advertising campaigns
many years ago, who is coke’s biggest rival: Pepsi – Cola of course.
Pills bury doughboy: Say
he’s that cute little guy whom you would have to give a little poke in his
tummy to make him laugh. This character has been around for many years. Why?
Because of the success of his advertising power.
Advertising business
increase sales volume because people like buying a name they feel they know.
That is why so many people refuse to buy products that are a generic brand.
They do not know the name because they have never heard of it. They have never
been given a reason to trust the name and therefore they dont trust it.
If your goal is to simply
reach more people in your area, that can be done on a smaller scale.
Advertising hire people to stand with signs a long the road to encourage
customers to come to their place of business.
Advertising makes smart
business sense yes, you do have to spend some money in order to advertise.
However, the increase in your sales volume will make up for it. Many falling
business have used advertising as their last ditch effort to save their
businesses and it works.
1.2
STATEMENT OF THE PROBLEMS
This research will indicate various
problems that an organization sales volume will encounter without advertisement
which includes the following
It can lead to low sales volume.
It can lead to low productivity.
It reduces the company profit.
It encourages competition.
It reduces organization market
shares.
It reduces organization recognition.
1.3 OBJECTIVES OF THE STUDY
The main objective of this project
may be classified into two major areas.
Firstly, the study aims is to show
how “Advertisement” play a critical role not only to an organization but also
to the consumers to whom the information about the products is being conveyed.
Advertisement tends to inform the target audience about the product being
advertised. The potential buyer will be informed about the product, quality,
quantity, how and where to get the product, its price etc.
Secondly, to show how demand
for products are been enhanced through advertising the product may be on rough
existing or a newly introduced one. Advertising is sometimes used to popularize
the organization and not a particular product or brand.
For example an advertisement carried
out by NIGERIA BOTTLING COMPANY PLC. Which say “I’d like to teach the world to
sing” which is advertising coca-cola as a product.
1.4 SIGNIFICANCE OF THE
STUDY
It is expected that the findings in
the project world have both the theoretical and practical usage of students of
business administration, Nigeria Bottling Company Plc. And the general public
by helping them in the following ways.
1. Educate managers on effective
advertisement process.
2. Advise managers on various
advertisement strategies that can be used to achieve their aims and objectives.
3. Produce awareness, persuade,
influenced and remind the actual potential buyers about their products.
4. Enlightening managers in such a way
as to gain acceptance and approval of their plans.
1.5 SCOPE AND LIMITATION OF THE
STUDY
Advertising is a very
wide subject though a topic under marketing as a course. But today advertising
has reached a stage that it worth a study in its own. Due to the improvement
and technical requirement of advertising there has been association of
advertiser, institute of advertising and public relations as we have in
marketing.
This means that
advertising is no longer consider as a topic but rather a course.
Despite this, it should
be noted that advertising is still a supplement to marketing in profit and
non-profit making organizations.
Therefore because of
wideness of the topic “The impact of advertising in enhancing sales volume” the
following areas have been focused for study.
Firstly, the researcher
has chosen Nigeria
bottling company plc as a case study and looked into the impact of advertising
in their marketing system which leads to their excellent performance and
profitability of the company.
Secondary, the project
work includes the definition of advertising, types of advertising, relevance of
advertising, needs for advertising, advertising strategies, agency and media,
and also definition of the word sales volume on its own.
1.6 DEFINITION OF RELEVANT
TERMS
Some of the terms used in this study
are as follows:
(i)
Effectiveness: In management the term
effectiveness means the ability to achieve the set goals and objectives.
(ii)
Objectives: An objective may be defined as the
end point which a firm directs its effort or resources. It represents specific
results or resources. It represents specific results or targets to be achieved
within a period of time.
(iii)
Strategies: This could be defined as the method
used in achieving goals and objectives at case.
(iv)
Target: This is the set goals which an
organization wants to achieve.
(v)
Persuade: This is the method used by the
organization to manipulate the buyers to buy their products by influencing
their decisions.
(vi)
Sales volume: This is the total in a given period
of time.
(vii)
Innovation: In management, innovation means adopting
new ideas in order to reach a set objectives.
(viii) Profitability:
This is the monetary gain as result of total sales in an organization.
(ix)
Advertising Agency: They are the organization whose
business is to advertise for other companies. They fix and make the order
through media houses or by using any other promotional tools the client and the
agent have agreed up on.
1.7 HISTORICAL
BACKGROUND OF NIGERIA
BOTTLING COMPANY PLC
The
Nigeria Bottling Company Plc was in co-operated in the year 1951 under the
standard organization of Nigeria
decree No 56 of 1971. The company was authorized to use the Nigeria Industrial
standard certificate mark on the following product’s are as follow: fanta,
coca-cola, sprite, krest, bitter lemo, fants club sod, fanta tonlc, limca and
Eva water.
The
above products are hereby certified to meet the national standard requirement
for good quantity. Nigeria Bottling Company is the largest producer of soft
drinks in Africa today. It is a public company
on the Nigeria stock
exchange and 60% of its share owned by some 26,000 Nigeria share holders. The company
ensures that no trade of imparity or extraneous substance exist in its
products. Therefore, for the purpose of maintaining the product quantity. Every
factor has a fully equipped laboratory managed by trained personnel.
Nigeria
Bottling Company is licensed by the board of customers and excise factory No.
47 both Africans and foreigners are members of board of directors of Nigeria
Bottling Company Plc some of them includes H.S.A Adedeji chairman, G.K.
Karfakirs chief, A.A. Adesanyan A. Lerentis A.A and chief S.A Ade john CTR who contributed the highest
share presently in the company.
The
company employed over 9000 people and operates (18) eighteen soft and bottling
factors it is the sole bottle and distribution in Nigeria of the eight soft drinks
afore mentioned. In addition to the 18 product centers the company has over
distribution deposit and operate above 1,000 specially fitted distribution
lorries making weekly deliveries to over 1,000,00 registered dealers.
According
to the structure above the board of directors is recognized as the organization
principal leader.
The
chief executive that is the managing director of Nigeria Bottling Company and
other top management’s attempts to ensure that organizational members channel
their effort to appropriate direction.
The
Board of Director of Nigeria Bottling Company are also responsible for such aspect of
co-operate leadership as selecting and representing the interest of the firm’s
share holders. Advertising top management and monitoring managerial and company
performance.
DIRECTOR OF MARKETING: He is the head of all sale and marketing activities of the
organization. He is charged with task and responsibility of various members of
the staff under the marketing unit.
Marketing director has control over
the following:
-
Group
product manager
-
Marketing
and information manager
-
Sale operation manager
-
Marketing
service manager
The national sales
manager controls all the sales with the help of the sales operational manager.
Who oversees the Zonal and district sales representative.
DIRECTOR OF FINANCE: He is the controller of the entire department, who acts as the
caretaker of all financial activities (including records and documents) of the
organization. He also has with him the following managers who work hand in hand
to achieve the organization goals.
The
are risk managers who take change of securing the company properties. Company
treasurer who keeps money that can easily be spent, internal auditor, who takes
care of stocks of both inflow and outflow of the accounting records.
Business development manager, who is
responsible for keeping record of business run from day – to – day and lastly
the face and taxation manager, who is responsible for keeping all accounting
records and management accounting records.
DIRECTOR OF LOGISTICS: He is in control of all emergency cases and operations of
the organization who try to find lasting solution to some problems.
DIRECTOR OF TECHNICAL: He is the head of all operational activities in the organization. He
has the following under him, they are engineering service manager. Who takes
care of electrical and electronics repair and installation inventory control
manager, he take charge of the quality control of the organization. Research with
vital information for improvement on quality and taste to meet up with the
masses demand, technical service manager who takes charge of all technical
services in and out if the premises.
CORPORATE AFFAIRS MANAGERS: He deals directly between the company and deals directly
between the company and outsiders. He also relates with the customers on behalf
of the company.
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