THE ROLE OF PRODUCT ADVERTISING ON SALES VOLUME OF COMPANIES (A CASE STUDY OF NBL)

THE ROLE OF PRODUCT ADVERTISING ON SALES VOLUME OF COMPANIES (A CASE STUDY OF NBL)

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 9^th 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

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

          CHAPTER ONE

          INTRODUCTION

BACKGROUND OF THE STUDY

          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.

THE ROLE OF PRODUCT ADVERTISING ON SALES VOLUME OF COMPANIES (A CASE STUDY OF NBL)