THE IMPACT OF ADVERTISING ON THE COMPANY

THE IMPACT OF ADVERTISING ON THE COMPANY MARKETING GROWTH (A CASE STUDY OF PEACOCK PAINTS LIMITED)

ABSTRACT

The purpose of this study is the impact of advertising on the company’s marketing growth of peacock paint limited ikot Ekam Akwa ibom state. In carrying out this research lack of found inappriate timing or context of message exposure and inability to choose right media were problems. The researcher used survey research design; the sources data used in this study consist of the staff of peacock paint limited at Ikot Ekan and the customers of the company’s products in the same areas. Peacock paint limited has staff population of 120 and customer’s population of (500) respectively stratified sampling method and questionnaire method were used in generating data for the study simple percentage was used to test the hypothesis at 5% level of significance the major findings of the study is the peacock carries out advertising and has positive impact on the marketing growth of the company. Based on this , it was concluded that adverting leads to increase of marketing growth at peacock paint limited Ikot Ekam the following recommendations were given based on the finding adequate advertising budget showed be appropriate for the company’s marketing growth and that peacock paint limited should consider other functions of advertising like educating the customers on the product information and creating awareness which could result in increase of the company’s marketing growth in long run.

TABLE OF CONTENT

Title page – – – – – – – – i

Approval page – – – – – – – – ii

Dedication – – – – – – – – iii

Acknowledgement – – – – – – – iv

Abstract – – – – – – – – – v

Table of content – – – – – – – vi

CHAPTER ONE

1.0 INTRODUCTION – – – – – – 1-6

1.2 STATEMENT OF THE PROBLEMS – – – 6-7

1.3 OBJECTIVE OF THE STUDY – – – – 7-8

1.4 RESEARCH QUESTIONS – – – – – 8-9

1.5 STATEMENT OF HYPOTHESIS – – – – 9

1.6 SIGNIFICANCE OF THE STUDY – – – – 10

1.7 SCOPE OF THE STUDY – – – – – 10

1.8 LIMITATION OF THE STUDY – – – – 11

1.9 DEFINITION OF TERMS – – – – – 12-13

CHAPTER TWO

2.0 LITERATURE REVIEW – – – – – 14

2.1 INTRODUCTION – – – – – 14-15

2.3 WHAT IS ADVERTISING – – – – 17-18

2.4 EVOLUTION OF ADVERTISING – – 18-19

2.5 TYPES OF ADVERTISING – – – – 19-22

2.6 AIM AND OBJECTIVE OF ADVERTISING – 22-

2.7 LIMITATION OF ADVERTISING – – 24-25

2.8 ADVERTISING MEDIA – – – – 25-27

2.9 PSYCHOLOGY OF ADVERTISING – – 27-28

2.10 ADVANTAGES OF ADVERTISING – – 29

2.11 CRITICISM OF ADVERTISING – – 29-30

References – – – – – – – 31

CHAPTER THREE

3.0 INTRODUCTION – – – – – 32

3.1 RESEARCH METHODOLOGY – – – 32

3.2 RESEARCH DESIGN – – – – – 32-33

3.3 SOURCES/METHOD OF DATA COLLECTION- 33

3.4 POPULATION AND SAMPLE SIZE – 34-35

3.5 SAMPLE TECHNIQUE – – – – 36-38

3.7 METHOD OF DATA ANALYSIS – – 39-40

CHAPTER FOUR

4.0 PRESENTATION AND ANALYSIS OF DATA – 41

4.1 INTRODUCTION – – – – – – 41

4.2 PRESENTATION OF DATA – – – – – 42-54

4.3 ANALYSIS OF DATA – – – – – – 54-63

4.4 TEST OF HYPOTHESIS – – – – – 63-69

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS – 70

5.0 INTRODUCTION – – – – – – 70

5.1 SUMMARY OF FINDINGS – – – – – 70-72

5.3 CONCLUSION – – – – – – – 72-73

5.4 RECOMMENDATIONS – – – – – 73-74

REFERENCES – – – – – – – – 75

CHAPTER ONE

1.0 INTRODUCTION

The present world of information technology the important of advertising as one of the promotional tool cannot be over emphasized. Advertising being one of the promotional tool is conceived all over the world as well as in marketing environment as one of the vehicle of spreading, informing and creating awareness about the availability of a product, product benefits.

Advertising according to Percy Rossites (1994:4) is a process of relatively indirect persuasion based on information about product benefits which is designed to create favorable mental impression that turn the mind towards purchase.

According to Ezirim A. et al (2006:11) advertising is a paid form of non personal sales presentation and promotion usually to a large number of potential customers by a an identified sponsor. It involves the mass media such as newspaper, television, radio magazines and bill board, moreso, advertising is widely use in many different ways and has been classified into local manufacturer, consumer, retailer industrial corporate, charity educational and recruitment advertising.

Market growth is the combination of sales of all products in all territories for all customers. In this case, the only data needed are total sales figure for this company over the past several years and the annual industry sales in the geographical market covered by the firm.

According to Ezirim et al (2006:3) marketing growth is express in quantitative or volume terms. The situational analysis of advertising us it is apply to peakcockpaint limited, Ikot Ikpene is given on the following heading. Advertising objectives, peackcock paint use advertising to achieve the following.

To create awareness about the existence of peacock paint product.
To introduce new product of peacock paint limited.
To maintain brand loyalty to the peacock paint product.
To build positive image
To obtain dealers support.

1.1 historical background of the company

Peacock paint limited was established in 1989 as a private limited liability company in November 1989 with the principles objectives of producing and marketing paints and allied products. It is located at that Ekan in Asuna community in Etinan local government of Akwa Ibom state. The principal sponsor of company investment trust company limited, S.D. group and company of copehagen, industrialization fund for developing countries (IFU) Demark and Nigeria businessmen.

DOWNLOAD COMPLETE PROJECT MATERIAL