THE EFFECTS OF AN EFFECTIVE ADVERTISING PROGRAMME ON A COMPANY’S SALES VOLUME (A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC, ILORIN)
This research work will be based on the effects of an effective advertising programme on a company’s sale volume, a case study of Nigeria bottling Company Plc, Ilorin.
Advertising is the process of informing the target market level about the existence goods and services and the process persuading them to buy or use the product or service. It effects on the attainment of the required volumes of sales cannot be underestimated: for the purpose of simplicity the whole project will consists of five chapters as follows.
Chapter one will contain introduction, historical background of the case, statement of the problem, objectives of the study, significance of the study, scope of the study, limitations and constraint, definition of some keys terms.
Chapter two of the project contains the literature view.
Chapter three of the project contains research methodology, research approaches, sources of data, data collection, instruments, research population and sample size, sampling procedure employed and method of data analysis.
Chapter four will highlight data presentation and analysis.
Chapter five will focus on summary of findings, conclusion, recommendation, references and appendix.
TABLE OF CONTENTS
TITLE PAGE I
TABLE OF CONTENTS VIII
1.0 Introduction 1
1.1 Historical background of the case study 2
1.2 Statement of the Problems 4
1.3 Aims and Objectives of the Study 5
1.4 Significance of the Study 5
1.5 Scope of the Study 6
1.6 Limitations and Constraints 6
1.7 Definition of Terms 7
2.0 The Review of Related Literature 8
2.1 Evolution of advertisement in Nigeria 9
2.2 Objectives of the advertisement 10
2.3 The advertising agency 12
2.4 Controlling factors 13
2.5 Advertisement media 14
2.6 Types of advertisement 17
2.7 Effects of Advertisement 17
2.8 Economic impacts of advertisement 18
on product and economy
2.9 General problems of advertisement 19
3.0 Research Methodology 21
3.1 Research Approaches/design 21
3.2 Sources of Data 21
3.3 Data collection instrument 22
3.4 Research Population and Sample Size 23
3.5 Sampling Procedure Employed 23
3.6 Method of Data Analysis 24 CHAPTER FOUR
4.0 Data Presentation and Analysis 25
5.0 Introductions 30
5.1 Summary and Findings 30
5.2 Conclusion 31
5.3 Recommendations 32
Advertisement is an important link between the manufacturer of a product and the consumer.
Advertisement is interestingly becoming in major industry in Nigeria and an indispensable activity in our economy.
One of the important institutions in our society is advertisement the important of advertisement should be viewed from both marketing and a communication perspective, effective advertisement its is persuasive it also inform consumer and there by justified it is economy existence.
Through advertisement consumer learns of the existence of product and furthers they learn.
Advertisement therefore, is a buyer guide for consumers or consumable and industrial product. It also provides manufacturers with information about next material equipment and technology.
The market to be presented to advertisement reduces distribution costs but simplifying the task of personal selling or by replacing it entirely it encourages competition it adds values to product by adding to time, place and possession utility. It publicized the material and cultural incentive of an democratic free enterprise society, and also help to motivate increase productive effort with both management and labour, advertisement also stimulate.
Advertisement has not only become and integral part of our social and economic system, but has also grown over the years to assume remarkable proportion to both business activities and a social phenomenon. It has affected not only business but also the whole society creative advertisement is a field with a noticeable progress with the industrial revolution of the 18 century. Time has also changed since the both products and consumers have also change. There is a close communication between the two parties in the buyers and sellers relationship and there is greater choice in the marketing environment and this brings about more aggressive competition.
Manufacturers on their own part believe that advertisement is the only satisfactory method of ensuring that their product gets to the consumers and they believes that it can be successful only if it conforms to consumer wants. The important point is that advertisement to all intents and purpose has to be studied.
1.1 HISTORICAL BACKGROUND OF NIGERIA BOTTLING COMPANY PLC, ILORIN PLANT
The Nigeria bottling company was incorporated in Nigeria in 2008 as a limited liability company while it’s first plant commercial production in 2010 at Ilorin, Kwara state. In 2009 it self it’s plant of Ilorin, Kwara state with the product Coca-Cola Nigeria market, this was the beginning of an existing story of growth and development particularly during the last fifty two year, the sole volume of the Nigeria bottling company increased tremendously from the unit 15 million create in 2011 to 895 million creates per day which has brought about development of good number of sister company with all activities centered on the growth of the Nigeria economy.
Coca-Cola as a product of Nigeria bottling plc can be traced to discover It’s formula by ralmecting fairly 2010 in south American who named the product “coke” the product was test marketed and fund to be likely accepted in 2011, it went public end was quoted on the Nigeria stock exchange with 60% of it’s share held by the public and 40% held the parent company world wide. The company held the fanta lemon, for the bottling in Nigeria of all coca-cola range of soft drinks such as coke, fanta orange, fanta lemon tones, fanta solid water, water fanta block, current sprite crest baiter lemon limca gold spot, fanta pancaffie and Schweppes.
Nigeria bottling company employ over 7000 Nigeria in all field of operation and quality control remains the key word for which the success of the whole operation is determined the data glass company lightly is a company of operation. The crowns seal the bottle. The Benin plastic company make the plastic create for housing bottles.
The book ingredients are carbon, water, sugar and critic is the secret of the company while sophistical washing and filling machines have been installed in all. Plant with high level standard of product is not different anywhere around the word.
1.2 STATEMENT OF THE PROBLEMS
One of the major problem area of this study, is the problems of non-professionalism the establishment of quack advertising agencies, infact a client who gets a poor service from such agency is unlikely to consider the patronage of an advertisement agency in the future, no matter its reputation. In summary advertizing industries in most case lack qualified personnel’s who can deliver effectively as regards the presentation of the company’s product to the consumer.
1.3 AIMS AND OBJECTIVES OF THE STUDY
This study also intends to achieve this following:
I. To examines the effect of advertisement in the marketing of company’s products
ii. To evaluate the effect of advertisement as a promotional strategy in creating awareness of company product to customers
iii. To examine the significance relationship between advertisement and profitability of the company
iv. To examines basic concept of advertisement
v. To examines the merit and demerit of advertisement
1.4 SIGNIFICANCE OF THE STUDY
The business environment of today is changing very fast. It is demand for a more competitive products for consumers, turnover of its resources as well of setting vision for break through performance in competitive environment.
The study will make companies to be more aware of the advertising benefits at their disposal, if they really want to excel.
More so, the study will help the society to examines and appreciate the role and prospect of advertisement rather than seeing it as a means of extortion and exploitation.
Finally, the study is significant because the mass communication media will become more aware of the fact that it brings to the society, something more than just advertisement.
1.5 SCOPE OF THE STUDY
The scope of the study covers the effects of an effective advertizing programme in a company sales volume in the scope will be restricted to Nigeria bottling company plc Ilorin.
1.6 LIMITATIONS AND CONSTRAINTS
The researcher encountered various predicaments which almost threatened the successful conduct of this project works, the research work was constraint due to the following factors.
In-adequate finance on the part of the researchers almost threatened the success of the project.
Another major constraint it the difficulties in obtaining the result information as the company officials contacted for the information were not willing reveal the information based on confidential nature of those information.
Another problem encounter was due to time constraint.
However efforts were made to ensure that the above limitations did not hinder effective completion and quality of research work.
1.7 DEFINITION OF TERMS
Agency: an agent acts as intermediary between buyers and seller taking no financial risk personally or as a firm charging a commission for the service rendered.
Advertisement: It can be defined as any paid form of non- personal presentation and promotion of ideals, good or services.
Strategy: Is the act of planning a campaign by an organization for particular period of time. And also the act of or a scheme for managing an affairs.
Publicity: This the personal stimulation of demand or a products/services business by planting commercially significantly news about it in a published medium or mass media house like radio, television or stage.
Marketing Strategy: A business approach to marketing its product/service express in broad tennis which focus on the basis for developing a marketing plan..