ACCESSING THE IMPACT OF ADVERTISING ON PRODUCT PERFORMANCE (A CASE STUDY OF P.Z NIGERIA LIMITED)

TABLE OF CONTENTS

Title page                                                                                 i

Certification                                                                                       ii                

Dedication                                                                               iii      

Acknowledgement                                                                             iv-v  

Table of contents                                                                     vi-viii

CHAPTER ONE

1.1     Background of the study                                                          1-2   

1.2     Aims and objective of the study                                              2-3   

1.3     Significance of the study                                                          3       

1.4     Statement of the problem                                                        4-5   

1.5     Scope and limitation of the study                                  5-6   

1.6     Definition of the study                                                   6-7   

1.7     Historical background of the case study                        7-9   

CHAPTER TWO

2.0     Literature review                                                            10-14

2.1     Concept of advertising                                                   14-16

2.2     Differences between advertising and promotion            16-18

2.3     The rational for advertising                                           18-19

2.4     The process of advertising                                             19-20

2.5     The impact of advertising                                              20-22

2.6     The importance of advertising                                       22-24

2.7     Problems of advertising                                                 24-26

CHAPTER THREE

3.0     Research methodology                                                   27

3.1     Population and sampling size                                        27

 3.2    Research Approach                                                       27-28

3.3     Data Collection Instrument                                            28-29

3.4     Administration of instrument                                        30-31

3.5     Method of data analysis                                                31-32

CHAPTER FOUR

Presentation of data analysis                                                   33

4.1     Introduction                                                                            33

4.2     Data presentation                                                          33-34

4.3     Data analysis                                                                 34-45

CHAPTER FIVE

Summary, Conclusion and Recommendation

5.1     Summary of findings                                                     46

5.2     Conclusion                                                                     47-48

5.3     Recommendation                                                           48-49

5.4     Suggestion for further studies                                        49-50

          Appendix                                                                       51-52

          References                                                                      53

CHAPTER ONE

1.1     BACKGROUND TO THE STUDY

          Advertising is one of the major tools companies use to direct persuasive communication to target buyers and the public. It consists of non-personal forms of communication conducted through paid media under clear sponsorship. The spender included not any commercial firms but museums, fund raisers and various social-action organization seeking to advertise their causes to various target public. Infact, the twenty-sixth largest advertising spender is an non-profit organization in the USA government. The advertising dollars goes into the various media: magazine, newspapers, space, radio and television, outdoor displays (poster, sions sky writing) direct mail novelties (match boxes, blotters calenders) card cars, but catalogue directories and circular. Advertising has many used, long term building of the organization image (Institutional Advertising) long term build up of a particular brand (brand advertising) information dissemination about a sales service (classified advertising) announcement of a special sales (sales advertising) and advocacy of a particular cause (advocacy advertising). Although; advertising is primarily a private enterprises marketing tools, it is used in all the countries of the world, including socialist countries. Advertising is a cost effective way to disseminate message, whether is to build brand preference for coca-cola all over the world or to motivate a developing nations consumers to drink milk or practice birth controls. Organization obtain their advertising in different ways. In small companies, advertising is handle by someone in the sales department who work with an advertising department , whose manager report to the vice-president to develop the total budget, approve advertising agency adverts and campaign and handle direct-mail advertising, dealer display and other firms of advertising not ordinarily performed by the agency.

1.2     AIMS AND OBJECTIVES OF THE STUDY

The aims and objectives of the study are:

1. To examine the impact of good advertisement on the performance of the PZ product.
2. To examine the significance of advertisement on creation of awareness of the company product.
3. To identify the relationship between advertisement and the price of the company product.
4. To identify whether advertisement passes real message to the target audience.
5. To determine the relationship between the advertisement and sales volume of the company product.
6. The study will provide suggestion to improve advertisement strategies in the company.

1.3     SIGNIFICANCE OF THE STUDY