ABSTRACT
The impact of
advertising on the sales of an organization’s products and services cannot be
overemphasized; having noticed the incessant problems faced by Nigeria Bottling
Company (NBC) Ado-Ekiti. In the recent times including and introducing its
product to the market or the targeted audience such problems has been figured
out to be insufficient, inadequate and poor advertisement techniques about a
product in the market, therefore due to the survey and research work carried
out at the regular interview, it was observed that there is no budget for
advertisement which has severally coursed or create a vacuum between the
Nigeria Bottling Company and the market. Such vacuums has been traced to be low
patronage, low sales turnover and a rate of turnover which has affected the
overall income of the company. It’s therefore recommended that the Nigeria
Bottling Company has it may be show complement its advertising with other
promotional tools to affect better sales of the product and services. On this
note the advertising on the sales of an organizations products and services
should be carried out at a regular time to ensure customers satisfaction, good
sales note and to arouse customers interest towards purchasing the product. The
objective is to determine which of the identified advertising strategy is most
effective of all the possible application. Finally, base on the result of the
researcher study, one rightly say advertising has a positive impact for
continuous patronage, attention should be paid to product modification such as
packaging, branding sizes, color etc. in order to make the product attractive
and appealing to customers.
TABLE OF
CONTENT
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Contents vi
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problem 2
1.3 Objectives of the Study 3
1.4 Significance of the Study 4
1.5 Research Questions 4
1.6 Hypothesis 5
1.7 Limitation of the Study 6
1.8 Definition of Term 6
CHAPTER TWO
LITERATURE REVIEW
2.1 Advertising 8
2.2 Basic Concept of Advertising 11
2.3 The Nature and Importance of Advertising 12
2.4 Types of Advertisement 13
2.5 Objectives of Advertising 15
2.6 Measuring the Effectiveness of Advertising
15
2.7 Advertising Media 16
2.8 Advantages and Disadvantages of
Advertising 17
2.8.1 Advantages of Advertising 17
2.2.8 Disadvantages of Advertising 18
2.9 A Review of Nigerian Bottling Company Plc 19
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research Design 22
3.2 Population and Sampling Selection 23
3.3 Source of Data Collection 23
3.3.1 Primary Sources of Data 23
3.3.2 Secondary Sources of Data 24
3.4 Method of Gathering Data 24
3.5 Methods of Data Analysis 25
3.6 Procedure for Collection of Data 25
3.7 Problems of Data Collection 26
CHAPTER FOUR
4.0 Presentation of Data, Analysis and
Interpretation of Data 27
4.1 Presentation and Analysis of Data 27
4.2 Questionnaire Analysis 27
4.3 Interpretation of Data 38
CHAPTER FIVE
5.0 findings Recommendation and Conclusion 40
5.1 Summary of Findings 40
5.2 Implication of the Study 41
5.3 Recommendation 42
5.4 Conclusion 43
Reference 45
Appendix 47
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
Advertising is an essential activities used by most
organizations in their desire to increase sales and overall profit of the
company. The developments of a product as well as its pricing and distribution
are not only important factors that contribute to how a product sales, other
factor that contribute to its sales include adequate advertising and sales
promotion. Advertising is a communication process that informs the consumers
about the product, for seller to have improved sales, buyer have to be informed
about the product, persuading them to buy the product.
The aims of advertising as a sales strategy is to bring
existing and potential customers from different environment or relatively to know
the awareness of the company product to a state of high awareness vis-à-vis
desirability for the product. The choice of advertising objectives should be based
on analysis of the current sales situation. This is in order to ascertain either
to undertake the info in meeting advertising, persuasive advertising, comparism
advertising or reminder advertising.