ABSTRACT
Promotional mix variables differ in effectiveness in generating consumer interest and influencing purchase decision. In this study, an attempt is made to evaluate the effectiveness of advertising, one of the promotional mix element used by NASCO group of companies, Jos.
Current, NASCO household products are market leaders in most part of the country . this study reveals the extent to which advertising is considered a central in delivering the company’s corporate objectives. The population for this study consist of (1,000) out of which a sample size of one hundred and Ten (110) is chosen for this study.
In addition the following hypothesis have been tested and proven in this project:Ho: Advertising is insignificant in the new product development and marketing process especially in NASCO group of companies Jos. H1 Advertising is significant in the new product development and marketing process especially in NASCO group of companies Jos.
Based on the test carried out using the chi-square techniques the calculated x2 hypothesis has a higher rating of 15.3, than the tabulated value and thus H1 is accepted. The study further found that despite the important role of advertising in influencing customer purchase decision on NASCO products, the over reliance on TV commercial advertising is not ultimate as other advertising media are also important in a competitive marketing environment like Nigeria.
It is thus, recommended that urgent steps must be taken to asses media preferences of consumers with a view to adopting other effective media strategy for the company.
TABLE OF CONTENT
Title page
Declaration
Approval page
Dedication
Acknowledgement
Abstract
Table of content.
CHAPTER ONE
1.0Introduction
1.1statement of problem
1.2Objective of study
1.3Significant of study
1.4Scope of the study
1.5Limitation of the study
1.6Statement of hypothesis
1.7Definition of terms and concepts.
CHAPTER TWO
2.0Review of related literature
2.1definition and concept of advertising
2.2Concept of advertising
2.3The proportion of income to be allocated for advertising a product.
2.4What is a new product
2.5Classification of new product
2.6Why the need for new product
CHAPTER THREE
3.0Research methodology
3.1definition of target population and sample size
3.2Definition of collected methods
3.3Primary data (a) the questionnaire (b) personal interview
3.4Statement of hypothesis
3.5Description of data analysis procedures
CHAPTER FOUR
Presentation And Analysis
4.0Introduction
4.1data analysis
4.2Oral interview analysis
4.3Analysis of management questionnaire
CHAPTER FIVE
5.0Introduction
5.1Discussion of result
5.2Test Of Hypothesis
5.2Comment on the result of analysis
CHAPTER SIX
6.0Introduction
6.1summary
6.2Conclusion
6.3Recommendation.
Bibliography
Appendix 1
Appendix 2