THE IMPACT OF ADVERTISING ON THE MARKETING OF CONSUMERS PRODUCTS (A STUDY OF NIGERIA BREWERIES PLC, ENUGU STATE)

ABSTRACT
This project is focused on the attention of the “Impact of Advertising in the Marketing Consumer Product”. This is concerned with the purpose of optimization of profit. Products of high quality may be produced and may be experiencing drop in sales due to the fact that the products is not advertised and as such consumers may not know about the existence of such product and so they do not by it. Review of some related past literature was carried out so as to as to ascertain the importance of advertising, types of advertising, definition of advertising, role of advertising and budgeting of advertising etc. The area of study and population was divided into four senatorial zones, the primary research objectives of this project is to know the impact of advertising 30 questionnaires and oral interview administered to the respondents. The data collected from the questionnaires and oral interview were analyzed using simple tables, frequencies and percentage. The analysis of the hypotheses revealed that advertising has no impact in the marketing of the company’s products. From the findings, it was recommended to the NBL’s management to make sure that the advertising agency so as not to be insulting the intelligence of the consumer and such to improve their standard of living.

TABLE OF CONTENTS
TITLE                                            i
APPROVAL                                        ii
DEDICATION                                        iii
ACKNOWLEDGEMENTS                                iv
TABLE OF CONTENTS                                v
ABSTRACT                                        viii

CHAPTER ONE
1.0    INTRODUCTION                               
1.1    BACKGROUND OF THE STUDY                   
1.2    STATEMENT OF THE PROBLEM                   
1.3    PURPOSE OF THE STUDY                       
1.4    SIGNIFICANCE OF THE STUDY                   
1.5    RESEARCH QUESTIONS                            
1.6    SCOPE OF THE STUDY                           
 
CHAPTER TWO
LITERATURE REVIEW                                9
2.1    INTRODUCTION                                9
2.2    REVIEW OF RELATED LITERATURE                    10
2 .3    SUMMARY                                    28

CHAPTER THREE
INTRODUCTION                                     30
3.1    DESIGN OF THE STUDY                             30
3.2    AREA OF THE STUDY                             30
3.3    POPULATION OF THE STUDY                         31
3.4    SAMPLE OF THE STUDY                            32
3.5    INSTRUMENT FOR DATA COLLECTION                32
3.6    VALIDATION OF THE INSTRUMENT                    33
3.7    DISTRIBUTION AND RETRIEVAL OF INSTRUMENT        33
3.8    METHOD OF DATA ANALYSIS                        34

CHAPTER FOUR
4.1    DATA PRESENTATION AND ANALYSIS                 35
4.2    FINDING OF DATA ANALYSIS                        41

CHAPTER FIVE
5.1    SUMMARY OF FINDINGS                             43
5.2    CONCLUSION                                     44
5.3    RECOMMENDATIONS                            45
5.4    LIMITATION OF THE STUDY                         46
5.5    SUGGESTIONS FOR FURTHER RESEARCH             46
REFERENCES                                        47
APPENDIX                                        48
QUESTIONNAIRES                                    49