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.





Title page                                                                         i

Certificate                                                                ii             

Dedication                                                               iii            

Acknowledgement                                                    iv
Abstract                                                                   v

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

References                                                       6             

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

        References                                                       36

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

        References                                                       41


CHAPTER FOUR: Data Analysis, Interpretation and Discussion

4.1   Introduction                                                     42

4.2   Analysis of the Responses given by the

respondents                                                     43

 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

        Bibliography                                                    58           


Questionnaire                                                  59







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.




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?



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



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?



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.


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.



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.



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.


Osuagwu, L.C. (2002): Marketing: Principles and

Management. Second edition: Grey Resource Limited, Surulere, Lagos, Nigeria.

Osuagwu, L.C. (2006): Business Research Methodology:

Principles and Practice, Third Edition, Gray Resource Limited, Surulere, Lagos, Nigeria.

Morden, A.R (1991): Element of Marketing, Second Edition, London:  DP Publications.

Guiltinatan,  J.P and Paul, W.G (1991):  Marketing Management: strategies and Programs.  First Publication: New York. Mc Graw Hill.

Henry, A (1995):  Marketing Management: strategy and Action, second edition: new York. Kent Publishing company.

Luck, D.J, and Rubin, R.S (1995):  Marketing Research, Seventh Edition, New Jersey: Prentice hall Inc.

Nwokoye, N.G (1987):  Modern Marketing for Nigeria, First Publication; London.  Macmillan Publisher Ltd.

Spech, T.W and Huth, D.M (2002):  Business Marketing Management: a Strategic view of Industrial and Organizational Markets, New York: Dryden Press.

Order Complete Project