CHAPTER
ONE
Background
of the study - - - - - - 1
Statement
of the problem - - - - - - 2
Purpose
of the study - - - - - - - 6
Significance
of the study - - - - - - 6
Assumption
of the study - - - - - - 7
Research
question - - - - - - - 7
Development
of hypotheses - - - - - - 8
Scope
of the study - - - - - - - 8
Definitions
of terms - - - - - - - 8
CHAPTER TWO
Review
of related literatures - - - - - - 10
Definitions
of advertising - - - - - - 10
Types
of advertising - - - - - - - 10
Objectives
of advertising - - - - - - 12
Deciding
on the advertising budget - - - - 13
Deciding
of the advertising media selection - - - 15
Deciding
on the advertising message - - - - 17
Evaluating
advertising effectiveness - - - - 18
CHAPTER THREE
Research
design - - - - - - - - 20
Area
of the study - - - - - - - - 20
Population
of the study - - - - - - - 21
Sample
and sampling technique - - - - - 21
Instrument
for data collection - - - - - 21
Validation
of the instrument for data collection - - - 22
Reliability
of the instrument for data collection - - - 22
Administration
of instrument - - - - - 22
Method
of data analysis - - - - - - 22
CHAPTER FOUR
Presentation
and analysis of data - - - - - - 23
Proof
of hypotheses - - - - - - - 31
CHAPTER FIVE
Summary
- - - - - - - - - 44
Conclusion
- - - - - - - - - 49
Recommendations - - - - - - - 52
Questionnaire
- - - - - - - - 54
Reference
- - - - - - - - - 58
CHAPTER ONE
INTRODUCTION
BACKGROUND
OF THE STUDY
Advertisement
is one of the four major tools that companies use to direct persuasive
communication to target buyers and publics. It consists of non- personal or
one-way forms of communication conducted through paid media under clear
sponsorship. The advertisers included not only commercial firms but museums,
fund raiser and various social action organisations seeking to advertise their
causes to various target publics. As a matter of fact, the thirty four largest
advertising spender in the u.s is the American government within the commercial
sector, the top one hundred national advertisers account for approximate
one-fourth (1/4) of all national advertising.
The
U.S. soft industry began in the late 1880s. John S. Penberton, an Atlanta
pharmacist. Developed the coca-cola brand as a soda fountain drink in 1886 and
poisoned it as a “brain tonic and intellectual beverage” (Govan and livingood
1977). Both the coca-cola brand and company took an early lead in the
soft-drink industry. For the achieved national distribution early on and the
company has consistently dominated the industry.
Currently,
coca-cola products are sold in about 200 countries with more than 230 different
brands. Best-known beverage brands in the U.S include coke. Diet coke, mello
yellow, fanta, minute maid, Mr. pibb, Nestea, sprite, Barq`s Root Bear, Dasani
Water, Fresca, Fruitopia, and Hi-c (www. Coca-cola.com 2002) seven-up Bottling
Company Plc was founded in 1951 by the late Sheik Mohammed El-Khalil.
Production started on October 1st 1960. Our brands include 7-up,
Pepsi, Mirinda (orange, soda, tonic), and teem. Flavours are added as and when
need is justified. We are committed to a culture of excellence in all our
activities. Hence, we strive to position our
company
to meet and exceed the expectations of our employees, customers, suppliers,
shareholders, government and its agencies, including the general public.
In
line with the following; our mission is
“To
refresh and inspire a youthful lifestyle”
OUR VISION
“To
be the most admired and innovative company in Nigeria
Although
advertising is primarily a private enterprise marketing tool, it is used in all
the countries of the world including socialist countries. Advertising is a cost
effective way to dissemination messages, whether it is to build brand
preference for coca cola all over the world or to motivate a developing nations
consumer to drink milk or to practice birth control.
Organization
obtains their advertising in different ways. In small companies advertising is
handled by someone in the sales or marketing department, work with an
advertising agency. Large companies set up their own advertising departments,
whose managers report to the vice president of marketing. The advertising
department job is to develop the total budget approve advertising agency advert
and campaigns and handle direct mail advertising, dealer displays and other
forms of advertising not ordinarily performed by the agency. Most companies use
an out side advertising agency to help them create advertising campaigns and to
select and purchase media.
In
developing an advertising programme marketing managers must always start by
identifying the target market and buyer motives.
The
advertising Naira support various media magazine and newspaper space; radio
television; out door displays (poster, billboards, signs, skywriting); direct
mail; novelties (match boxes, pens, calendars); tear pads (carbus) catalogues;
directories (yellow pages), and circulars. And advertising has many purposes;
long term build-up of the organizations, corporate image (institutional
advertising), long term build-up of a particular brand (brand advertising)
information dissemination about a sale, or event (classified advertising),
announcement of a special sale (sale promotional advertising) and advocacy of a
particular cause (advocacy advertising).
STATEMENT OF THE PROBLEM
Although,
there has been a great deal of work directed at evaluating advertising effect
on product and or services, this has remain unsolved. Giles (1983) said “it is
virtually impossible except in mail-order selling or certain direct mail
campaign to quantify exactly the contribution of advert to profit.”
Stanton
(1983), also said that its difficult to identify the result of any given advert
or an entire campaign. He also said that one couldn’t attribute a given unit of
sales to any specific advertisement or campaign.
Based
on the above context, one can categorically say that its difficulty to trace
the impact of advert to the success of a product. Increment in sales volume of
any soft drink could have been as a result of any other than advertising
effectiveness.
PURPOSE OF THE STUDY
1
To determine what patterns the advertising
message can take and how effective are these pattern.
2
To highlight on the various types of media
and the factors to consider before choosing any particular types.
3
To evaluate the effectiveness of advertising
through sales and communication research.
4
To suggest the ways and manners through
which advertising problems can be tackled and improved upon.
SIGNIFICANCE OF THE STUDY
TO
PGDE/marketing students or would- be researchers, this will provide a pedestal
upon which a better and improved research work can be build upon.
To
the employers and employees of the various soft drinks industry, some of the
suggestion made in this write up will be of immense benefit to them in terms of
strategies development and increase in sales volume and profitability through
the various strategies that is suggested.
To
other library users, this will be of immense benefit to them.
ASSUMPTION OF THE STUDY
The
following assumptions are inherent in this study.
1. The
researcher assume that irrespective of the amount of money that is spent on
advertising, it will not yield an equal corresponding amount of increase in
sales
2. However,
it is generally assumed that a small amount of money spent on promotion
(advertising) will yield a significant amount of increases
RESEARCH QUESTION
The
following research question will be raised by the researcher.
1. What’s
the pattern of advertising message and how effective are these patterns?
2. What
are the various types of advertising media and the factors to consider before
choosing a particular type?
3.
How can the advertising effectiveness be
evaluated?
4.
Recommendations were based on manners
through which advertising problems can be tacked and improved upon.
DEVELOPMENT OF HYPOTHESIS
Ho
1: There is no significance difference in
the mean responses of staff of 7up bottling and coca cola on types
advertisement messages and its effectiveness.
Ho 2: There is no significance difference in the mean responses of
staff of 7up co and coca-cola co on advertising media and factors to consider
before choosing a media type.
SCOPE OF THE STUDY
The
research work will only cover the sales and activities of soft drinks products
as well as its organisations and various depots around Kaduna metropolis.
DEFINITIONS OF TERMS
PROMOTION:
-
Is all that which is associated with the stimulation, inducing and persuading
individuals or group of people towards a particular act, ideas, information, an
object or product.
ADVERTISING: -
this is any paid form of non-personal presentation of information, ideas, goods
and services by an identified sponsor.
ABOVE-THE-LINE-MEDIA:-
it is advertising using conventional media such as radio, television,
newspapers, cinemas etc.
BELOW-THE-LINE-MEDIA-
advertising using other means other than the conventional methods. E.g free gifts
and material.
APPROPRIATION:-
this is the money budgeted for advertising campaign.
ADVERTISING MEDIA:-
this is used to refer to the channels used in conveying the advertising
message.
ADVERTISEMENT:-
this is used to refer to the message being packaged and sent across to the
customers or prospective customers.
No comments:
Post a Comment