ABSTRACT
The topic of this study is the impact of television advertising on marketing of soft drinks in Enugu metropolis, a case study of fanta bottled by the Nigeria Bottling company Enugu state. This study was undertaken to discover the challenges confronting the Nigeria Bottling company against effective advertising and marketing of soft drinks in Enugu metropolis, determine the impact of television advertising on the marketing of fanta, find out why consumers prefer television advertising to other forms of advertisement. Four research question were asked which guided and valudated the findings of this study. The population of this study was drawn from the staff, management and distributors of NBC PLC, and the customer that patronize their product and a sample of four hundred was considered for the purpose of this study. The survey design was adopted by the researchers which helped in the method of investigation and collection of data to achieving the objectives of the study. Data collected were presented in tables and analyzed using the mean (x). it was found out that the Nigeria Bottling, company have been effective and efficient to a high extent in the advertising and marketing of soft drinks and other of her products, in Enugu metropolis and in the state generally. It was concluded among other things that television creates awareness of the products, stimulates consumers demand of the products and as a result increases sale and profit maximization by the Nigeria Bottling company. The researcher recommended among other, that the company should take periodic assessment and evaluation on the effectiveness of television advertisement campaign with a view of identifying the possible factors that hinder their effectiveness and take necessary remedial actions for improvement and effective service delivery to the public.
TABLE OF CONTENTS
Abstract vi
Table of contentsvii
List of tables viii
CHAPTER ONE: INTRODUCTION
Background of the study 1
Statement of the problem 5
Purpose of the study 7
Research question 8
Significant of the study 8
Scope of the study 9
CHAPTER TWO: REVIEW OF RELATED LITERATURE
An overview of advertising 11
An overview of Television advertising 13
Development of Advert copy for television 15
Factors that contributed to the
television advertising 16
Selecting television advertising tools. 19
The role of television advertising in the
marketing of soft drinks 21
Summary of the literature review. 22
CHAPTER THREE: RESEARCH METHODOLOGY
Research Design 30
Area of the Study 31
Population of the Study 31
Sample and Sampling Techniques 31
Instrument for Data Collection 32
Validity of the Instrument 33
Reliability of the Instrument 33
Method of Data Analysis 33
CHAPTER FOUR: DATA PRESENTATION
AND ANALYSIS35-44
CHAPTER FIVE: DISCUSSION, SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Discussion of Findings 45
Summary of Findings 48
Conclusions 49
Recommendations 50
Limitations of the Study 51
Suggestions for Further Studies 52
References 54
Appendix 55