THE IMPACT OF ADVERTISING ON COMPANY’S MARKETING EFFICIENCY (A CASE STUDY OF CHAMPION BEER)

THE IMPACT OF ADVERTISING ON COMPANY’S MARKETING EFFICIENCY (A CASE STUDY OF CHAMPION BEER)

TABLE OF CONTENT

Certification                   –         –         –         –         –         –         i

Dedication            –         –         –         –         –         –         ii

Acknowledgement-      –         –         –         –         –         iii

Abstract                –         –         –         –         –         –         iv

List of table                     –         –         –         –         –         –         v

CHAPTER ONE

• General Introduction –         –         –         –         1
• Background of the Case Study       –         –         –         4
• Statement of Problem –         –         –         –         6
• Objectives of the Study – –         –         –         7
• Research Hypothesis –         –         –         –         8
• Scope of the Study/ Limitation –         –         –         9
• Limitation –         –         –         –         –         –         10
• Significant of the study – –         –         –         11
• Definition of Terms –         –         –         –         12

CHAPTER TWO

2.0     Review of Related Literature –         –         –         14

2.1     Introduction         –         –         –         –         –         –         14

2.2     The advertising Concept        –         –         –         –         16

2.3     Advertising determination   –         –         –         18

2.4     Arrival of Champion Beer in Nigeria        –         –         22

2.5     Method of Advertising –         –         –         –         23

2.6     Nutritional Information of Champion      –         –         26

2.7     Availability in Other Markets          –         –         –         27

2.8     Summary and Literature Review    –         –         28

CHAPTER THREE

Research methodology

3.1     Introduction                   –         –         –         –         –         31

3.2     Research Design  –         –         –         –         –         32

3.3     Area of Study      –         –         –         –         –         33

3.4     Population of the study          –         –         –         –         33

3.5     Determination of Sample and Sampling Technology-          34

3.6     Test of validity and Reliability        –         –         –         36

3.7     Instrument for Data Collection        –         –         –         37

3.7.1  Source of Data Collection       –         –         –         37

3.7.2  Method of Data collection      –         –         –         39

3.8     Techniques for Data Analysis          –         –         –         40

3.9     Administration of the Instrument   –         –         43

CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA.

4.1     Introduction                   –         –         –         –         –         45

4.2     Data Presentation          –         –         –         –         ­-         45

4.3     Analysis of Research Question        –         –         –         46

4.4     Test of Hypothesis                   –         –         –         –         51

4.5     Hypothesis Resting       –         –         –         –         54

4.6     Discussion of Findings –         –         –         –         58

CHAPTER FIVE

Summary, conclusion and Recommendation

5.1     Summary of the Study –         –         –         –         59

5.2     Conclusion –         –         –         –         –         –         61

5.3     Recommendations        –         –         –         –         –         63

References

Appendix

Questions

LIST OF TABLE

Question 1: How can a Manufacturer Motivated

In order to Improve Product Advertising.          –          46

Question 2: Reasons Why Consumers Resist

Advertising and Branding Increase –         –         48

Question 3: What Role Does Government Plays In

Advertising Issues In The Economy?        –         –          5

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

Good advertising can result in unproved company’s productivity. (Gallup2009) Advertising in broad terms refers to or includes all the process as involved in bring a product of a particular company to potential current and targeted customers.  `

It is any paid form of non personal presentation and promotion of ideas goods and services by an identified sponsor. Advertising is the process involve in bringing a product of a particular company to potential and current and targeted customers according to kotbrang Amstrong (2008).

Advertising is aimed at selling goods and services creating demand, familiarizing the public with the sales men, creating goodwill, introducing net style and customs. Interestingly, the term advertising is commonly used in the society to mean creating awareness to an existence of a particular product through the mass media or print media or communication via news paper, pictures on walls, bill boards, electronic media such as radio, television internet etc. The Awake 2000 state “that advertising can even create market where no market exist”. Advertising is part of marketing mix but it can be used by the individual such as an entertainer or by non-commercial organization not engaged in marketing such as hospital advertising for staff. Advertising is one of the four major tools companies use to direct persuasive communication to target buyers and the public. The word advertising means making known to a buying people’s notice. Advertising play a vital role in brand performance and this is supported by the acronym AIDA.

A       –         Attention

I         –         Interest

D       –         Desire

A       –         Action

This acronym desires the process of advertising from the point of creating awareness, through interest desire, confidence and busying action.

• STATE OF PROBLEM

Most customers or consumers lack of adequate information about products. No effective communication of the usefulness of the products that can satisfy consumer needs and wants have been made. This makes the level of consumers awareness to be poor. Many lack knowledge and understanding about the actual massage that may be communicated to them through advertising. Hence, the study is to examine the impact of advertising on companies, marketing efficiency with a view to recommending measures for improvement.

• OBJECTIVE OF THE STUDY

The study will strive to meet the following objectives:-

1. To determine the best media of advertising for products, goods and services to be adopted by firms.
2. To ascertain whether advertising and marketing strategies really influence consumers of goods and services.
3. To find out how the uniqueness of products can be shaped by advertising.
4. To examine how a manufacturer could be motivated to improve product advertising.
   • RESEARCH QUESTIONS

The following research questions will be answered in the course of the study:-

1. Is there any significant relationship between advertising and he level of sales by organizations?
2. Does quality of advertising affect the overall income generated by manufacturers and producers of goods and services?
3. Is advertising a relevant tool for marketing of products and services by firms?

RESEARCH HYPOTHESIS

H_O: There is no significant relationship between advertising and the level of product sales by organizations.

Hi: There is significant relationship between advertising and the level of product sales by organizations.

H_O: The quality of advertising does not in any way affect the overall income generated by manufactures and producers of goods and services.

Hi: The quality of advertising affects the overall income generated by manufactures and producers of goods and services.

• SCOPE OF THE STUDY

Product advertising is an issue that concerns all manufacturing industries. Every consumer is worried about the problem of low level of information on products. For this reason the study requires a wider coverage.

However, it is practically impossible to understudy the product advertising methods of all industries. The investigation therefore will be restricted to one industry which is champion Breweries Plc, Uyo, the case of study.

• LIMITATION OF THE STUDY

In the process of carrying out this work of study, the researcher encountered the problem of data collection. Uncooperative attitude of some respondents threatened to hinder the research. In adequate finance to prosecute the study extensively was another constraint of the study. There was a problem in the returning of questionnaire by respondents who unduly delayed the questionnaires.

However, these did not hinder the success of the study. The outcome was deemed satisfactory.

• SIGNIFICANT OF THE STUDY

• Many organizations will find the study useful in knowing the effective approach to adopt for improved advertising.
• The influence of good advertising will be appreciated by consumers.
• The study will add to existing body of knowledge on advertising.
• The study will facilitate good understanding of advertising processes.

 .DEFINITION OF TERMS

Advertising: this refers to the processes involves in bring a product of a particular company to potential and current and targeted customers. (Gallup 2009).

It is any form of non – personal communication through the mass media that is paid for by an indentified sponsor.

Marketing: It is set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. (Kotler 2000).

Economics: Is the study of human behavior, the relationship between the ends and same means which has alternative uses.

Advertising Agency: A service organization that is involved in advertising and may perform related research and promotional activities.

Market: According to (Wempsner 1990) market refer to a situation where buying and selling decisions are made and does not necessary mean a physical coordination or place for the exchange of goods and service.

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THE IMPACT OF ADVERTISING ON COMPANY’S MARKETING EFFICIENCY (A CASE STUDY OF CHAMPION BEER)