EVALUATION OF THE IMPACT OF ADVERTISING ON VOLUME OF SALES (A CASE STUDY OF AMA BREWERIES PLC 9TH MILE CORNER ENUGU)

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ABSTRACT

In this study “Evaluation of the Impact of Advertising on Volume of Sales” all effort was geared towards examining or determining the capability of advertising through the medium of Mass Communication to impact positively on the volume of product sales. Relationship between / among the variables in this study such as educational status, marital statue, age distribution and sex distribution among the respondents were thoroughly examined. The simple survey method was used in conducting and completing this study and questionnaires were prepared and administered randomly to the sample unit of this study comprising of 250 respondents which aided in the generation of relevant adequate data and information for successfully completion of this study. In this study, table and percentage approach was employed for the presentation and analyization of all data generated with all the questionnaires prepared and used for this study and this enhanced the easy comprehension of all data presented in the study. From what was determined through this research work, it was made creditable and totally visible that advertising is adequately capable in promoting the volume of product sales through all the media for Mass Communication.

TABLE OF CONTENTS

Title pageii

Approval page iii

Dedicationiv

Acknowledgementv

Abstractvii

Table of Contentsix

CHAPTER ONE

1.0Introduction 1

1.1 Background of the Study1

1.2Statement of Problem7

1.3Objective of the Study 8

1.4Research Question9

1.5Research Hypothesis 10

1.6Theoretical Framework 12

1.7Significance of the study 12

1.8Scope of the Study14

1.9Limitation of the Study14

1.10Definition of terms 16

CHAPTER TWO

2.0Literature Review 21

2.1Sources of Literature 21

2.2Review of Relevant Literature 23

2.3Summary of Literature 40

References

CHAPTER THREE

3.0Research Methodology 47

3.1Research Design 47

3.2Area of the study 48

3.3Population of the study 49

3.4Research Sample 49

3.5Sample Techniques 50

3.6Instrument Data Collection 51

3.7Method of Data Collection53

3.8Method of Data Analysis 54

3.9Expected Results 54

Reference

CHAPTER FOUR

4.1Presentation and Interpretation of Findings57

4.2Data Presentation and Analysis57

4.3Discussion of Results74

References

CHAPTER FIVE

5.0Summary, Conclusion and Recommendation

5.1Summary of Findings 77

5.2Conclusion83

5.3Recommendation84

5.4Bibliography 77

Appendix 79

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EVALUATION OF THE IMPACT OF ADVERTISING ON VOLUME OF SALES (A CASE STUDY OF AMA BREWERIES PLC 9TH MILE CORNER ENUGU)

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