- IMPACT OF COMMERCIAL BANKS IN AGRICULTURAL FINANCING IN NIGERIA (A Case Study of First Bank Nigeria Plc.)
- THE IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR IN NIGERIA (A STUDY OF CADBURY NIGERIA PLC.)
- THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON ORGANIZATIONAL PERFORMANCE (A Study of Nigeria Bottling Company Plc)
- IMPACT OF LABOUR TRAINING ON EMPLOYEES PRODUCTIVITY IN THE DEVELOPMENT OF NIGERIA ECONOMY (A Study of Nigeria Postal Service)
- IMPACT OF SALES PROMOTION IN BUSINESS ORGANISATION (A Stusy of Nigeria Bottling Company Plc.)
- THE IMPACT OF GOAL SETTING ON EMPLOYEE PERFORMANCE (A Study of Unilever Nigeria Plc.)
- IMPACT OF GROUP DYNAMICS IN WORK ORGANIZATION IN THE FOOD AND BEVERAGE INDUSTRY (A Study Of Nestle Nigeria Plc.)
- THE IMPACT OF LABOUR TRAINING ON EMPLOYEES PRODUCTIVITY IN THE DEVELOPMENT OF NIGERIA ECONOMY (A Case Study of Nigeria Postal Service)
- THE IMPACT OF TRAINING AND DEVELOPMENT ON EMPLOYEE'S PERFORMANCE (A case study of First Bank Nigeria PLC)
- IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR IN NIGERIA (A CASE STUDY OF CADBURY NIGERIA PLC.)
IMPACT OF ADVERTISEMENT ON CONSUMABLE GOODS (A Case Study of Cadbury Nigeria Plc)
This study examiner the theoretical and epical impact of advertisement on consumable goods with particular emphasis on Cadbury Nigeria Plc.
In the course of the study, relevant literatures were reviewed to have an insight into the conceptual and theoretical framework of the study.
The study adopted a survey or disruptive research design, hence primary data were generated though questionnaire which is the major research instrument used.
A total of fifty (50) structured questionnaires were administered among selected staff of Cadbury Nigeria Plc on a simple random sampling procedure.
The data generated were statistically analyzed with relevant analytical tools such as simple percentage tables and chi-square. The result of the findings reveals that advertisement contributes to the achievement of small and scale enterprise goals and objectives.
It is also evident from the findings that good implementation of marketing communication mix lead to better performance in business organization.
Finally, conclusions, recommendations and suggestion for further studies were highlighted to demonstrate the generalization-ability of the studies of the study.
TABLE OF CONTENT
Title page i
Table of Content vi-vii
CHAPTER ONE: Introduction
1.1 Background to the Study 1
1.2 Statement of the Problem 2
1.3 Objectives of the Study 3
1.4 Research question 3
1.5 Research Hypothesis 4
1.6 Scope of the study 5
1.7 Significance of Study 5
1.8 Operational Definition of Terms 5
CHAPTER TWO: Literature Review
2.1 Introduction 7
2.2 Meaning of advertising 8
2.3 Type of Advertising 8
2.4 Setting Advertising Objectives 15
2.5 Setting the Advertising Budget 17
2.6 Developing Advertising Strategy 19
2.7 Evaluating Advertising 31
2.8 Other Advertising Considerations 33
CHAPTER THREE: Research Method
3.1 Introduction 37
3.2 Restatement of Research Question 37
3.3 Restatement of Research Hypotheses 37
3.4 Research Design 38
3.5 Population of the Study 38
3.6 Sample size and Sampling Design 39
3.7 Data Methods 39
3.8 methods of Data analysis 40
3.9 Limitations of the Study 40
CHAPTER FOUR: Data Analysis, Interpretation and Discussion
4.1 Introduction 42
4.2 Analysis of the Responses given by the
CHAPTER FIVE: Summary, Conclusion, Recommendations and Suggestion for Further Study
5.1 Introduction 55
5.2 Summary of Major Findings 55
5.3 Discussion of Findings 56
5.4 Conclusion 56
5.5 Recommendation 56
5.6 Suggestion for Further Studies 57
1.1 BACKGROUND TO THE STUDY
Communication is needed to reach markets at a reasonable cost. Advertising is just one of the tools for reaching markets. It may be too costly and time consuming to try to do marketing job with salesmen alone; in such situations, advertising may be preferred.
Advertising consists of all the activities involved in presenting to a group a non-personal, oral or visual, openly sponsored message regarding a product, service or idea. This message, called an advertisement, is disseminated through one or more media and is provided for by an identified sponsor.
There is a significant difference between advertising and an advertisement. The advertisement is simply the message itself. Advertising is a process; it is a program or a series of activities necessary to prepared the message and get it to the intended market or audience. Another point is that the public, market or audience knows who is behind the advertising because the sponsor is openly identified in the advertisement itself. Also, the sponsor make payment to the media, which carry the message. These two considerations differentiate advertising from propaganda and publicity. Advertising consists of non-person (or one way) forms of communication conducted through paid media under clear sponsorship.
Advertisers include commercial firms but fundraisers, museums, government and various social action organizations (NGOs) seeking to advertise their causes or program to various target publics, audiences or market.
Advertising media include magazines and newspapers; radio and television, outdoor display (posters, billboards, signs) direct mail, novelties (pens, calendar), catalogues; directories ad circular among others.
Advertising has many purposes, which include long-term building up of the organization’s corporate image (i.e. institutional advertising), information dissemination about a sale, service, or event (classified advertising), announcement of a special sale (promotional advertising) and advocacy of a particular cause (advocacy advertising), among others.
1.2 STATEMENT OF THE PROBLEM
The problems of this research study will be stated in question forms which are:
(a) Why do companies use advertising?
(b) To what extent has companies achieve its marketing performance objectives through the used of advertising.
(c) Why is it that advertising strategy raised best among the other(s) marketing mix communication?
1.3 OBJECTIVES OF THE STUDY
The objectives of this research study include the following:
(a) To determine whether advertising in form the market about new product or service.
(b) To ascertain whether advertising build up long term product brand.
(c) To determine whether advertising does remind customer/clients where to buy the products/services
1.4 RESEARCH QUESTIONS
Research questions are minute or specific advertising dimensions of the ‘statement of problem’ broad questions, the relevant research questions are:
(a) Does advertising inform the market about new product/service
(b) Does advertising build up long term product brand
(c) Does advertising remind customers/clients where to buy the products/services?
1.5 RESEARCH HYPOTHESIS
Hypotheses are tentative answer to research questions. The tentative answers to the research question above are:
Ho: Null Hypothesis
H1: Alternative Hypothesis
Ho: Advertising does not inform the market about new product/service.
H1: Advertising inform the market about new product/service
a. Ho: Advertising does not build up long term product brand.
H1: Advertising build up long term product brand.
b. Ho: Advertising does not remind customers/clients where to buy the products/services.
H1: Advertising reminds customers/clients where to buy the products/services.
1.6 SCOPE OF THE STUDY
This research study is strictly within the frame of the stated objective. This research was designed to absolutely analyze and examine the impact of advertising in Nigerian Breweries industry and Lagos State will be used as area of study.
1.7 SIGNIFICANCE OF THE STUDY
This research study is likely to be useful to Nigerian business organization to appreciate the importance of advertising so as to enhance their organizational performance. Most importantly, it will show the power value of advertising as an importantly element in communicating company product to the market.
1.8 OPERATIONAL DEFINITION OF TERMS
This research work is carried out at Nigerian Breweries Company Lagos State. This is done because this is where the necessary data concerning the company can be received. The constraints encountered doing these research studies are:
(a) Time constraint which are relatively small in collecting date and information.
(b) Financial constraints.
(c) Unavailability of the necessary material for the effective smoothness of the research work.
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