CHAPTER ONE:
Introduction
1.1 Background of
the Study - - - - - - - 1
1.2 Statement
of General Problem - - - - - - 3
1.3
Objectives
of the study - - - - - - - 4
1.4
Research Questions- - - - - - - - 5
1.5
Significance of the Study - - - - - - - 5
1.6
Research Hypothesis - - - - - - - 6
1.7
Scope of the study - - - - - - - - 6
1.8
Limitation of the Study - - - - - - - 7
1.9
Definition of Terms- - - - - - - - 7
CHAPTER TWO: Literature
Review
2.1
Introduction - - - - - - - - - 9
2.2
Background of Nigerian Bottling Company Plc Kaduna- 9
2.3
Concept
of Advertising - - - - - - - 13
2.4
Scope of Advertising - - - - - - - 22
2.5
Mediums
of Advertising- - - - - - - - 24
2.6
The
Ethical Argument on Advertising - - - - - 31
2.7
Advertising
and Similar Studies - - - - - 35
2.8
Economic
Argument on Advertising - - - - - 40
2.9
Strengths
And Weaknesses of Advertising - - - - - 43
2.10
The Role of Advertising in an NBC - - - - - 44
CHAPTER THREE: Research Methodology
3.1 Introduction - - - - - - - - - 47
3.2 Research
Design - - - - - - - - 47
3.3 Population
of the study - - - - - - - 47
3.4 Data
Collection Instrument and Administration - - - 49
3.5 Instrument
and Measurement - - - - - - 50
3.6 Methodology
Problem - - - - - - - 51
3.7 Summary - - - - - - - - - 52
CHAPTER FOUR: Presentation
and Analysis of Data
4.1 Introduction - - - - - - - - - 52
4.2 Data
Presentation - - - - - - - - 52
4.3 Discussion of
Result - - - - - - - 56
4.4 Test
of Hypothesis - - - - - - - - 58
CHAPTER FIVE: Summary,
Conclusion and Recommendations
5.1 Summary - - - - - - - - - 62
5.2 Conclusion - - - - - - - - - 63
5.3 Recommendations
- - - - - - - - 64
References - - - - - - - - - 65
Appendix
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Advertising has become a part of our
everyday life. However we are seeing many advertisements in TV, newspaper,
magazine, radio, Internet etc. and we are affected by those advertisements
consciously or unconsciously. Advertising is fascinating and provocative.
Advertising creates customer awareness of the product and builds positive
psychological associations that can enhance the buyer satisfaction (Wanoff,
1997). Consumer’s interest is provoked and sustained in the product. The
purpose of advertising is to make potential buyers respond more favourably to
the firm’s offering. Advertising provides information to customers creates and
modifies their desires and provides reasons for preferring a particular
product. Captivating and persuasive advertisements create wants through passive
compulsion, which makes the consumers to buy the product. Advertising creates
demand, and thereby, accelerates the growth in the gross domestic product. It
also helps society by improving competition, lowering prices, encouraging more
product choices, supporting the media and providing information. Advertising
seems to go beyond merely selling products or ideas and can shape social trends
and attitudes in powerful ways. However, advertising has been accused of
harming society on the ground that it creates an unnecessary hype for the
products and also manifests wants for superfluous products and services
(Ammani, 2008)
The role of advertising in the sales
of a Beverage Company in Nigeria cannot be underestimated, therefore,
advertising is defined “as a tool which marketers use to communicate message to
consumer, the general public and special public such as voters, and to the
carriers of the messages like Televisions, Newspapers and magazines known as
the media,. Unlike personal selling some
sales promotion and public relations techniques advertising are in impersonal
means of communication. It is an
impersonal promotion to groups and paid for by an identified sponsor.
Advertising has grown in recent times
due to relative increase in productivity and consequent changes in the
uncontrollable marketing environment where corresponding changes in technology,
socio-cultural pattern, economic venture and legal advancement also take
place. It is not enough to produce and
simply anticipate that consumers would become aware of the particular product,
especially in a developing country like Nigeria. The producer has to engage in promotional
activities. Robin Peterson asserts that
advertising has played vital roles, which includes making consumers to be aware
of existence of new products in the market, services or idea and the continued
existence of old product that are already in the market. It will not be easy for the members of the
public to be aware of these without advertising. It also informs and educates
the people on how to make use of that particular product or service
Advertising also informs people where
to obtain goods and services
It also improves the quality of goods
and services. Lastly, advertising makes consumers increase the volume of their
purchase.
In essence, advertising is among the
various devices that designed to pull or push products through the market. And the resulted effect of the use of
advertising is an increase in the sales volume as compared to the past records
in which advertising were not used.
Thus, advertising can be seen as a form of promotion/communication mix
which greatly enhances the sales of a product.
1.2 Statement of General Problem
Most organizations are facing problem
with selecting advertising as a medium to reach the consumer successfully.
Selecting the right media to target the right customer is an essential step in
advertising. Advertising plays a vital role in creating awareness, but many
organizations lack understand the demographic, psychographic, cultural,
technical, economic and political factors for choosing the right media.
Selecting the right offer at right
time (for example seasonable offer) is an important task to reach the consumer.
So this study is helpful to choose the right media and offer to attract the
toothpaste buyers.
The following are some of the
problems most organization face in advertising their product.
1.
High Cost of the Adverts,
2.
Lack of understanding of the adverts by
the consumers and
3.
Inability to pass the real adverts
message to the target audience.
1.10
Objectives of the study
The objectives of the study are:
(i)
To
examine the impact of advertising on the performance of sales of Beverages in
an organization.
(ii)
To
also find out the extent to which advertising can help to differentiate
products of similar type in the market.
(iii)
To
find out whether advertising brings inputs purchases.
1.11 Research Questions
1.
What
is the impact of advertising on the performance of sales of Beverages in an
organization?
2.
What
is the extent to which advertising can help to differentiate products of
similar type in the market?
3.
Does
advertising bring inputs purchases?
1.5 Significance of the study
The significance of this study is to
know the roles of advertising on the performance sales of Beverages in an
organization.
The findings of this study will
enhance knowledge and general understanding of Beverage Company’s problem. It
is hope that it will also serve as useful secondary data source for other
student of the department who might research on related area in the future. The
essence of the research is embedded in the fact that a sound and effective
advertising is longer optional but a necessary perquisite for the long-term
survival of a Beverage Company.
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.
The significance of this study is to
contribute immensely to the long-term survival of a Beverage Company in our
society. This study will also allow old customer to have more interest and to
appreciate the benefit derived from that particular product.
1.6 Research Hypothesis:
Ho: Advertising has no significant impact on the
performance of Sales of Beverage in Nigerian Bottling Company, Kaduna.
Hi: Advertising has significant impact on the
performance of sales of Beverage in Nigerian Bottling Company, Kaduna
1.7 Scope of the study
This study is limited to only
Nigerian Bottling Company. The study will also cover the role of advertising,
the strength of advertising, the ethical argument on advertising. The category
of staff to be concerned is management and senior staff of the reference
organization. The study will also cover the period of 5 years from 2006 – 2011
1.8 Limitation of the Study
The limitation may however include:
(i)
Financial
constraint
(ii)
Lack
of cooperation from respondents
(iii)
Time
factor
In the process of
undertaking this research work, the cost involved in transporting, gathering
data for processing information, and the production of material is needed
cannot be overemphasized.
Inadequate time is another
factor owing to the fact that officers of the company have little time to give
me attention while others pay no attention at all. There is also little time in
gathering of data for this project work.
The problem of secrecy on
the part of organizations where they hide out some fact which they believe are
sensitive to there operation and because of the fear they may have against
competitors is also a constraint.
1.8 Definition of Terms
1
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.
2
Advertising: - this is any paid form of
non-personal presentation of information, ideas, goods and services by an
identified sponsor.
3
Above-The-Line-Media:- it is advertising using
conventional media such as radio, television, newspapers, cinemas etc.
4
Below-The-Line-Media- advertising using other means other
than the conventional methods. E.g free gifts and material.
5
Appropriation:- this is the money budgeted for
advertising campaign.
6
Advertising Media:- this is used to refer to the
channels used in conveying the advertising message.
7
Advertisement:- this is used to refer to the message
being packaged and sent across to the customers or prospective customers.
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