ABSTRACT
This study was carried out by the researcher to examine and ascertain the role product advertising plays on sales volume of companies.
The study examines the twin problems of inconsistency and inflexibility in the advertising policy of companies.
The researcher used the survey research design to execute this study.
The population used by the research or for this study consisted of all the workers of the Nigerian Breweries Plc. At 9th mile corner, Ngwo in Enugu State.
The researcher used the systematic simple random sample techniques to select the sample used for the study.
The researcher used the Yaro Yainene’s formular for sample size determination to determine the sample size for the study
The researcher used the measurement tool (the questionnaire) as the major data collection instrument for this study.
Out of the 119 questionnaires administered by the researcher, 112 were returned and percentages to present and water interpret the data they generated for this study while they used the test for questionnaire content.
TABLE OF CONTENTS
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
ABSTRACT
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
STATEMENT OF PROBLEM
OBJECTIVE OF STUDY
RESEARCH HYPOTHESIS
SIGNIFICANCE OF THE STUDY
SCOPE OF T HE STUDY
LIMITATION OF STUDY
DEFINITION OF TERMS
CHAPTER TWO
LITERATURE REVIEW
CHAPTER THREE
DESIGN OF THE STUDY
POPULATION OF THE STUDY
SAMPLE SIZE
SAMPLING PROCEDURE
SELECTION AND CONSTRUCTION OF RESEARCH INSTRUMENT
ADMINISTRATION OF RESEARCH INSTRUMENT
METHOD OF DATA ANALYSIS
CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
TEST OF HYPOTHESES
CHAPTER FIVE
SUMMARY OF FINDINGS
RECOMMENDATION
CONCLUSION
BIBLIOGRAPHY
QUESTIONNIARES
INTRODUCTION
Advertising is one of the four promotional tools companies use to direct persuasive communications to consumers or buyers and the general public. Advertising policy constitutes such an important strategy in the marketing programme of companies that its negligence could spell down for companies.
Generally speaking, companies exist to produce and market products. This objectives cannot be actualized if the manufactured products are not brought to the knowledge of the consuming public. If the consumers and the general public are not informed and educated on the needs and wants, some products could satisfy; they will definitely stay clear of the products.
Against this background, product advertising focuses on projecting the image and marketability of products in such manner that will make them acceptable to the customers and buyers. Odunsi (1998:19) noted the important of product advertising when he stressed that growth being recorded in the advertising field is connected with its potentiality to enhance the acceptability and marketability of companies’ products. Product advertising has helped so many companies to revive and reposition some of their products which have almost reached the decline stage in their life cycle.
Furthermore, the continuous existence, survival and growth of companies to some extent depend on the performance of their products and the level of their sales volume. The fact still remains that for a company to declare profit and possibly grow, its sales volume must be high. For its sales volume to be high, its product must be acceptable to the consumers hence giving rise to their high demand.
These can only be achieved when these products are made known to the buyers through advertising.
Product advertising as stressed by Udeagha (1995:219) is an effective promotional tools that will not only inform and educate buyer or consumers about a company’s products, but highly significant in achieving the targeted sales volume of the company.
The Nigerian Breweries Plc. Is one of the leading breweries for over 50 years of existence, operating in Nigeria today.
The company has a wide range of products that include alcohol, malt and soft drinks. The notable products in the companies product mix include, Gulder, Star, Amstel malt, Maltina and Schweppes.
The company has a large factory at Agbana, Lagos and a brewering plant at 9th Mile Corner, Ngwo in Enugu.
The company has already started constructing what seems to be the largest factory and brewery in Africa between Eke and Ngwo in Enugu State.
The Nigeria Breweries Plc. Has depot inmost state capital of the federation to facilitate the distribution of its products.
The products of the company are seen and known in every mook and cranny of the southern part of this country, as well as in some northern states.