Key Features:
- No of Pages: 112
- No of Chapters: 05
Introduction:
Abstract
ABSTRACT
This study was carried out by the research to examine and ascertain the role product advertising plays on sales volume of companies.
The study examine the twin problems of inconsistency and inflexibility in the advertising policy of companies
The researcher used the survey research design to execute this study .
The population used by the researcher for this study consisted of all the workers of the Nigeria Breweries Plc at 9th Nile corner Ngwo in Enugu state.
The researcher used the systematic simple random sample technique to select the sample used for the study.
The research used the yaro yamene’s formulary for sample size determination to determine the sample size for the study.
The researcher used the measurement tool (the questionnaire ) as the major data collection instrument for this study. Out of the 119 questionnaire administered by the research, 112 were returned and analysed
The researcher used tables, figures and percentage to present and interpreted the data they generated for this study while they used the test of hypothesis for sample proportion to test the hypothesis they formulated. The major findings of the study are
I That companies, especially the Nigeria Breweries Plc mostly use the television medium as their major advancing medium
Ii That product advertising has a very high significant impact on the sales volume of companies.
3 That product advertising has a strong effect on the buying decision and loyalty of customers.
The recommendation made by the researcher includes the following
1 That companies should identify and use a particular advertising agent within a given period in order to be consistent with the policy and programme the study includes that products advertising does play a significant role in the sales volume of companies
Table of Content
CHAPTER ONE
1.1 Introduction
1.2 Statement of problems
1.3 Objectives of the study
1.4 Research Hypothesis
1.5 Significance of the study
1.6 Scope of the study
CHAPTER TWO.
2.0 Literature Review
2.1 Conceptual issues on marketing
2.2 Overview/meaning of marketing
2.3 Historical Development of Advertising
2.4 Relevance of Advertising
2.5 Purpose, forms and functions of advertising
2.6 Forms of advertising
2.7 Functions of advertising
2.8 Overview of product and its types.
2.9 Significance of advertising in product life cycle.
2.10 Role of advertising in New product development
CHAPTER THREE.
3.0 Research Methodology
3.1 Sources of data.
3.2 Population of the study.
3.3 Determination of sample size.
3.4 Sampling procedure.
3.5 Selection and construction of research instrument.
3.6 Administration of research instrument.
3.7 Method of data analysis.
3.8 Limitation of the study.
CHAPTER FOUR.
4.0 Data Analysis and presentation
4.1 Questionnaire distribution and analysis
4.2 Gender composition of the respondents
4.3 Application of product advertising
to sales programme of the company
4.4 Forms of product advertising of the company
4.5 media used by the company in
advertising its products
4.6 Impact of product advertising on
sales volume of the company
4.7 Relevance of product advertising to realization
of the company’s expected sales volume.
4.8 Impact of product advertising on the company’s sales target
4.9 Significance of product advertising to
profitability of the company.
4.10 Effect of product advertising on customer’s loyalty.
4.11 Effect of product advertising on customer’s buying decision.
4.12 Effect of product advertising on customers’
Buying decision
4.13 significance of product advertising to easy marketability of the company’s products
4.14 testing hypothesis
CHAPTER FIVE
5.0 Summary of findings, recommendation and conclusion.
5.1 Summary of findings.
5.2 Recommendation
5.3 Conclusion
Bibliography
Appendix
Introduction
Advertising is one of the four promotional tools companies use to direct persuasive communications to consumers or buyers and the general public. Advertising policy constitutes such an important strategy in the marketing programme of companies that, its negligence could spell down for companies.
Generally speaking, companies exist to produce and market products. This objectives cannot be actualized if the manufactured products are not brought to the knowledge of the consuming public. If the consumers and the general public are not informed and educated on the needs and wants some products could satisfy, they will definitely stay clear of the products.
Against this background, product advertising focuses on projecting the image and maketability of products in such manner that will make them acceptable to the consumers and buyers.
Odunsi (1998: 19) noted the importance of product advertising when he stressed that the growth being recorded in the advertising field is connected with its potentiality to enhance the acceptability marketability of companies products.
Product advertising has helped so many companies to revive and reposition some of their products which have almost reached the decline stage in their life cycle.
Furthermore, the continuous existing survival and growth of companies to some extent depend on the performance of their products and the level of their sales volume. The fact still remains that for a company to decline profit and possibly grow, its sales volume must be high. For its sales volume to be high, its products must be acceptable to the consumers, hence giving rise to their high demand. These can only be achieved when these products are made known to the buyers through advertising.
Product advertising as stressed by Ebue (2000.75) is an effective promotional tool that will not only inform and educate buyers or consumers about a company’s products but highly significant in achieving the targeted sales volume of the company.
For over fifty (50) years of existence, Nigerian breweries Plc is one of the leading breweries operating in Nigeria today. The company has a wide range of products that includes alcoholic, malt and soft drinks. The notable products in the company’s product mix includes; Golder, star, Amstel malt, maltina, Legend and schepps. The company has a large factory at Agbara, Lagos and a brewery plant at 9th Mile Corner, Ngwo, Enugu. the Company again commissioned its new Ultra – modern brewery in Ama Enugu State in October 27th 2003, by his excellence president Olusegun Obasanjo.
The Nigerian breweries Plc has depot in most state capitals of the federal to facilitate the distribution of its products. The products of the company are seen and known in every nook and cranny of the southern parts of this country as well as some Northern States.
According to the Saturday Champion paper May 1st (2004); Nigerian brewing is totally committed to Nigeria cause in areas of Entertainment through a vigorous music sponsorship programme which has brought International Stars like Naught by Nature, Usher, Shaggy and Awilo that have thrilled Nigerians live in recent times courtesy of Nigerian Breweries Star Mega Jam and Legend fun Rampnage. Nigeria Breweries is also involve in discovering and promoting local and budding artists through the star Quest and Star Trek (Star sponsored music programmes.
Foreign Investment; Nigeria Breweries has through their performance attracted some foreign companies like Heineken which invested over 500 millions Euros (70 million).
The company have supported in Institution of higher learning. For example; Education tax funds in which IMT is one of the beneficiaries.
Nigeria Breweries are the major facilitators in the building of a sickle cell foundation. Again they also support various health Institutions through the donations of blood Bank equipment, child incubators.
They have also sponsored sports like football, chess, Golf, cycling, Athletics, table tennis, Lawn tennis. They are also committed in the areas of tax and social responsibility, environment, employment generation and so on. All these are done to promote their products and educate, inform the public about their products and finally to achieve the sales volume target.
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