1.1INTRODUCTION
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.
Odunsi (1998: 19), noted the importance of product advertising when he stressed that the growth being recorded in the advertising field is connected with its potentiality to enhance the acceptability marketability of companies products.
Product advertising has helped so many companies to revive and reposition some of their products which have almost reached the decline stage in their life cycle.
Furthermore, the continuous existing survival and growth of companies to some extent depend on the performance of their products and the level of their sales revenue. The fact still remains that for a company to decline profit and possibly grow, its sales revenue must be high. For its sales revenue to be high, its products must be acceptable to the consumers, hence giving rise to their high demand. These can only be achieved when these products are made known to the buyers through advertising.
Product advertising as stressed by Ebue (2000.75) is an effective promotional tool that will not only inform and educate buyers or consumers about a company’s products but highly significant in achieving the targeted sales revenue of the company.
For over fifty (50) years of existence, a Nigerian brewery Plc is one of the leading breweries operating in Nigeria today. The company has a wide range of products that includes alcoholic, malt and soft drinks. The notable products in the company’s product mix includes; Golder, star, Amstel malt, maltina, Legend and schepps. The company has a large factory at Agbara, Lagos and a brewery plant at 9th Mile Corner, Ngwo, Enugu. The Company again commissioned its new Ultra – modern brewery in Ama Enugu State in October 27th 2003, by his excellence president Olusegun Obasanjo.
TABLE OF CONTENT
Title pagei
Approval pageii
Dedicationiii
Acknowledgement iv
Abstractv
Research Proposalvii
Table of contentsx
CHAPTER ONE
1.1Introduction1
1.2Statement of problems4
1.3Objectives of the study6
1.4Research Hypothesis7
1.5Significance of the study8
1.6Scope of the study10
CHAPTER TWO.
1.0Literature Review12
1.1Conceptual issues on marketing12
1.2Overview/meaning of marketing16
1.3Historical Development of Advertising22
1.4Relevance of Advertising26
1.5Purpose, forms and functions of advertising27
1.6Forms of advertising28
1.7Functions of advertising31
1.8Overview of product and its types.35
1.9Significance of advertising in product life cycle.41
1.10Role of advertising in New product development 45
CHAPTER THREE.
1.0Research Methodology50
1.1Sources of data.50
1.2Population of the study.51
1.3Determination of sample size.52
1.4Sampling procedure.53
1.5Selection and construction of research instrument.54
1.6Administration of research instrument.55
1.7Method of data analysis.56
1.8Limitation of the study.57
CHAPTER FOUR.
4.0Data Analysis and presentation60
4.1Questionnaire distribution and analysis60
4.2Gender composition of the respondents62
4.3Application of product advertising
to sales programme of the company 63
4.4Forms of product advertising of the company65
4.5media used by the company in
advertising its products67
4.6Impact of product advertising on
sales revenue of the company68
4.7Relevance of product advertising to realization
of the company’s expected sales revenue.69
4.8Impact of product advertising on the company’s sales target71
4.9Significance of product advertising to
profitability of the company.73
4.10Effect of product advertising on customer’s loyalty.75
4.11 Effect of product advertising on customer’s buying decision.77
4.12Effect of product advertising on customers’
Buying decision79
4.13significance of product advertising to easy marketability of the company’s products81
4.14testing hypothesis83
CHAPTER FIVE
5.0Summary of findings, recommendation and conclusion.89
5.1Summary of findings.89
5.2Recommendation92
5.3Conclusion95
Bibliography96
Appendix100