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TABLE OF CONTENT:
CHAPTER ONE
INTRODUCTION
1.1
Background of the Study
1.2 Statement
of the Research Problem
1.3
Objectives of the Study
1.4
Significance of the Study
1.5 Research
Questions
1.6 Research
Hypothesis
1.7
Conceptual and Operational Definition
1.8
Assumptions
1.9
Limitations of the Study
CHAPTER TWO
LITERATURE REVIEW
2.1 Sources
of Literature
2.2 The
Review
2.3 Summary
of Literature Review
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research
Method
3.2 Research
Design
3.3 Research
Sample
3.4 Measuring
Instrument
3.5 Data
Collection
3.6 Data Analysis
3.7 Expected
Result
CHAPTER FOUR
DATA ANALYSIS AND RESULTS
4.1 Data
Analysis
4.2 Results
4.3
Discussion
CHAPTER FIVE
SUMMARY AND RECOMMENDATIONS
5.1 Summary
5.2
Recommendations for Further Study
Bibliography
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CHAPTER
ONE
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BACKGROUND
OF STUDY
Almost all economic
activities are geared towards ensuring that the right goods and services are
produced and find their way to customer. This involves a process called
marketing.
Marketing decisions focus on consumer
needs, hence it seeks to guide or accomplish organisations objective of
consumer satisfaction and company profitability.
In a bid to direct the flow of
products and services to satisfy customer needs, and at a profit, the
marketing mix is developed.
The marketing mix observes that the
marketing manager has a limited number of ingredients (marketing elements) at
his disposal, but like a master chef, he can combine these into an almost
limitless number of recipes to achieve the organisation’s objective of
maximizing profit and staying in business.
The four ‘P’s make up the marketing
mix. These are:
(i)
Product
(ii)
Price
(iii) Place
(iv) Promotion
Product means the
need – satisfying offering of a firm, which could be a physical good, a
service or a blend of both. For
example, nails (physical good), advice from a lawyer (service), getting a
birthday cake from Tantalizers by home delivery (a blend of both).
Price is what is
charged for the product produced or the service rendered. Pricing decisions
are especially important because they affect both the number of sales a firm
makes and how much money it earns.
Place ensures that
good and services are available in the right quantities and locations, and
when customers want them. It would be
of little use producing a product or service if it is not available to
customers.
Promotion is
communicating information between seller and potential buyer or others in the
channel to influence attitudes and behaviour.
Now, promotional
activities as one of the major communication strategy mix, are heard and seen
around us virtually everyday.
Organisations, especially the ones that are engaged in distribution
and merchandising of consumer goods and other personal products whose
purchase frequency is high, use different promotional tactics.
Promotional
activities are primarily geared towards:
(i)
gaining
competitive advantage and,
(ii)
consequently,
increasing sales volume and business growth.
It does this by
informing target customers that the right product is available at the right
place, and at the right price.
The five
promotional methods are:
(i)
Personal
selling
(ii)
Sales
promotion
(iii) Publicity
(iv) Public
relation
(v)
Advertising
Personal selling
involves direct spoken communication (face-to-face) between sellers and
potential customers. It provides
immediate feedback, but can be very expensive.
Sales promotions
are activities other than advertising, publicity and personal selling, that
stimulates interest, trial or purchase by final consumers or others in the
channel. Relative to other promotion methods, they can be implemented quickly
and get results sooner.
Publicity is any
unpaid form of non-personal presentation of ideas, goods or services. Publicity people are paid to attract
attention to the firm and its offerings, without having to pay media
costs. This is what distinguishes it from
advertising.
Public relations
efforts of the marketer aim at building and maintaining good relations with
special publics such as customers, and the public at large.
Advertising is any
paid form of non-personal presentation of ideas, goods or services by an
identified sponsor.
The thrust of this
research is on advertising – as a power tool for business growth.
There is power, so
much power in information, and when this information is repeated, it leaves
an impression. It is generally
believed that individual consumers lack either the time, interest or
capabilities to actively search for and evaluate relevant information for
purchasing decisions. Advertising
conveniently solves this problem because, it is the primary method of
informing the public about the availability of a product.
Advertising is
concerned with motivating people, thus it is able to tap into the human
desire and resolve the issue of what to buy – and keep buying.
PROBLEM DEFINITION
The tremendous
advertising creativity everywhere amazes and fascinates us. Blinking lights
in different commercial centres at night, giant outdoor posters, television
and radio commercials, magazines and newspapers full of colourful adverts,
has made it plausible to concede that advertising has become a necessary part
of the marketing economy.
For most big
companies, advertising is a major part of their activities with surprisingly
multi million budgets. As regards this study, the Nigerian Bottling Company
PLC, a soft drink manufacturing and distributing organisation, employs a
great deal of advertisements as a promotional tool, even when its brand is a
household name. How come? It certainly is not because they have a lot of
money to throw about.
So the questions
this research raises are:
(i)
Do
adverts stimulate demand?
(ii)
Do
adverts counter the moves of competitors?
(iii) Do
adverts affect sales volume?
(iv) Can
the expenditure on advertising be justifiably applied to achieve a more than
usual contribution to business growth?
OBJECTIVE OF STUDY
The objective of
this study is to give the rationale for advertising efforts, and in so doing,
answer the questions posed by the research problem.
These are:
(i)
To
justify that adverts build primary demand
(ii)
To
determine the extent to which advertisements build insistence or preference.
(iii) To
determine that advertising efforts have a positive relationship with sales
volume.
(iv) To
establish the fact that even “big” names advertise in the face of competition
to achieve short and long term goals of the organisation.
SIGNIFICANCE OF STUDY
The significance of
any study is measured by the contribution it makes to past, immediate and
present efforts at offering solutions to a problem.
Businessmen and
business scholars from developing countries are slowly recognizing that
people must buy and consume constantly, increasing quantities of goods if the
economy of these countries is to continue to grow.
However, in the
push for greater sales, businessmen face increasing competition. Competition
should not be tolerated, hence, a competitive market means a competitive
advertisement campaign.
The significance of this study is to show
how the expenditure on advertising can be justifiably applied to achieve a
more than usual contribution to business growth of both new and well
established organisation.
SCOPE
OF STUDY
This study is
limited to the effectiveness of advertisement on the business growth of the
Nigerian Bottling Company Plc, with special reference to the Benin Plant
because of the constraints involved in gathering relevant information for the
entire NBC group.
RESEARCH METHODOLOGY
The research
methodology refers to the methods and procedures used to analyse the relevant
data to achieve a stated result.
This research is designed to
investigate the role of advertisement in the business growth of the Nigerian
Bottling Company Plc – Benin Plant.
Primary data, which will be relevant
to this study will be obtained through personal interviews and administration
of questionnaires.
Secondary data will also be used and
it would involve the use of library research, compiling relevant data from
official documents and the internet as well.
In the sampling
design, the target population will consist of consumers and distributors of
Coca-cola in Benin City.
HYPOTHESIS
Hypothesis are
tentative answers to research question, and are usually stated in the form of
relationship between a dependent and independent variable.
The two forms of hypothesis – null and
alternative hypothesis would be used here.
I H1 Þ Advertising stimulates demand.
H0 Þ
Advertising does not stimulate demand.
II H1 Þ Advertising counters the move of
competitors
H0 Þ
Advertising does not counter the move
of competitors.
III H1 Þ Advertising has a positive relationship
with business growth.
H0 Þ
Advertising does not affect business growth
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