THE IMPACT OF ADVERTISING ON SALES PERFORMANCE IN THE SOFT DRINK INDUSTRY

THE IMPACT OF ADVERTISING ON SALES PERFORMANCE IN THE SOFT DRINK INDUSTRY

(A CASE STUDY OF NIGERIA BOTTLING COMPANY PLC)

ABSTRACT

This project critically discusses and evaluates the impact of advertising on sales performance. It gives insight to what sales performance is and also shows the relationship between the two variables that is, advertising and sales performance.

The project is exhaustive on what advertising, sales performance and target market entails.

It also x-rays the market to enable the reader appreciate the concept of advertising on sales.

The historical background of Nigerian Bottling Company is in chapter one and chapter two contains the literature review, which further gives insight to what advertising entails.

Research study was carried out, the method used in collecting data/information were spelt out in chapter three.

The result which is data analysis is found in chapter four. Lastly, five contain clearly the conclusions and recommendation and further studies suggestions.

TABLE OF CONTENTS

Title Page                                                                       i

Certification                                                                             ii

Dedication                                                                      iii

Acknowledgment                                                            iv

Abstract                                                                         v

Table of Content                                                             vi

CHAPTER ONE

INTRODUCTION

1.1     Background of the study                                      1

1.2     Statement of the problem                                     4

1.3     Purpose of the Study                                            5

1.4     Significance of the study                                      6

1.5     Research Questions                                              6

1.6     Research hypotheses                                            7

1.7     Scope of the study                                                8

1.8     Limitation of the study                                         8

1.9     Definition of Terms                                               9

1.10   History Background of the Company                   11

CHAPTER TWO

LITERATURE REVIEW

2.1        The Historical Perspective of Advertising               14

2.2     Advertising Definitions                                         15

2.3     Types of Advertising                                             17

2.4     Setting the Advertising Objective                          19

2.5     Advertising Strategies Model                                21

2.6        Methods Of Advertising                                        22

2.7        The Agency and Advertising Relationship            24

2.8     Advertising Media                                                 27

2.9     Advertising and the Critics.                                  32

2.10   Roles ofAdvertising                                               33

2.11   Importance of Advertising                                     38

2.12   Characteristics of Advertising                               38

2.13   Evaluation of Advertising                                      39

2.14   The Relationship between Sales and Advertising  42

References                                                                      45

CHAPTER THREE

RESEARCH METHODOLOGY

3.1     Research Design                                                   47

3.2     Population of the Study                                        47

3.3     Sample Size and Sampling Procedure                  48

3.4     Data Collection Instrument                                  49

3.5     The Study Instrument                                          50

3.6     Data Analysis Method                                          50

3.7     Administration of the Data Collection Instrument51

3.8     Re–Statement of the Research Question and

          Hypotheses                                                           52

3.9     Characteristics of the Study                                 54

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1     Introduction                                                         55

4.2     Analysis of Data According To Respondent

Characteristic                                                       55

4.3     Analysis of Questionnaire According to Individual

          Research Questions.                                             60

4.4     Test of Hypothesis                                                77

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1     Summary of Findings                                           86

5.2     Conclusion                                                           87

5.3     Recommendation                                                 88

5.4     Limitation and Suggestions Further Studies        90

Bibliography                                                                  91

Appendix                                                   

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

The actual existence of a product does not translate to consumer satisfaction when there is lack of awareness. The awareness is filled by advertising. In marketing, the basic fact is that a product does not sell itself. A product that is designed to meet buyers’ needs cannot be successful even at an affordable price without adequate information which can only be provided by advertising.

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