THE IMPACT OF PRODUCT ADVERTISING ON SALES VOLUME OF CONSUMERS (A CASE STUDY OF NIGERIA BREWERIES PLC 9TH MILE CORNER, ENUGU). A RESEARCH PROJECT MATERIAL ON MARKETING
That product advertising has a high significant on the impact of product advertising on sales volume of consumer. This view was attested to by 75% of the respondents used by the researcher for this study. This simple connotes that the effectiveness of product advertising can lead to increase in product advertising on sales volume of consumer which it ineffectiveness will reduce the product advertising on sales volume of consumer.
That product advertising is not only relevant to the realization of the expensed product advertising on sales volume of consumer, but equally has some impact on the company’s sale target. In fact 66.07% of the respondents indicated that product advertising is highly relevant that to the realization of the company’s expected sales volume, while 60.71% of the respondents indicated that product advertising has a high significant impact on the company sales target. The researcher discovered that for the company to realize its expected sales volume and sales target, its products advertising programme or policy has to be very effective.
In view of the findings of this study, the researcher concludes that product advertising does play a significant role in the sales volume of companies. Its effectiveness increases the sale volume of companies. There are some constraints to the effective implementation of product advertising policy of the company (Nigeria Breweries Plc), studied. However, these constraints could be eliminated or at least reduced to the nearest minimum as well as enable the company realize its expected sales volume, if the researcher’s recommendation could be adopted.
1.1 BACKGROUND OF THE STUDY
Advertising is one of the veritable promotional tools designed to promote and market organizational products. It plays a very important role in the efficient marketing of products or goods and services.
Generally speaking, companies exist to produce and market products. This objectives cannot be actualized if the manufactured products are not brought to the knowledge of the consuming public. If the consumers and the general public are not informed and educated on the needs and wants some products could satisfy, they will definitely stay clear of the products.
Against this background, product advertising focuses on projecting the image and maketability of products in such manner that will make them acceptable to the consumers and buyers.