+234 813 0686 500
+234 809 3423 853


  • Type:Project
  • Pages:69
  • Format:Microsoft Word
(Mass Communication Project Topics & Materials)


Advertising is one of the most powerful socializing forces in our culture.  Analysts have often state that “advertised products sell more than products that are not advertised.  Adverts shape our attitudes and our attitude shape our behaviour. Benson (1999)

Most producer believe that advertising as an element of marketing mix is required to achieve marketing objectives and goals Dauda Usman (1986:18). Advertising precisely is one of the communication elements in the Marketing Mix; the others are publicity, personal selling and public relations. 

In general, there are two ways of delivering sales information: through the support of force on advertising.  Most consumer goods manufacturers rely on advertising to “PULL” the consumers for their product through the distribution outlets.  Advertising is thus used to build demand . 

The ultimate goal of any consumer goods manufacturer can be achieved through the positive effect of advertising.  In views of this, manufacturer all over are always patent concerned with the effectiveness of advertising  campaign, harnessing, every means of doing this becomes the order of the day in manufacturers circle. 

On the part of the advertising agency, the effectiveness or the influence of advertising on consumer goods determine the standard position or creativity of the agency. 

These contending positions additionally make the task of using advertising as a tool to increase sales volume as a motivational concept not the least easy. 

Generally, the issue of advertising as an effective marketing tool has been a subject of serious scrutiny over the years with experts as well as other Stakeholders striving assiduously to determine the importance or otherwise of advertising to marketing. 

In this respect, two main views have appeared on the issue with one extolling the importance of advertising while the other which is less popular is of the view that advertising is not really important in marketing. 

One of the key proponents of advertising is the respected economist, John Maynard key-ness who ventures thus: “There is a need to consciously develop marketing and advertising techniques to create required demand and expand the market.  The contribution of advertising is vital to sales.  


Title page i

Certification  ii

Dedication                                                                 iii

Acknowledgements iv

Table of Contents vi

Abstract viii


1.1 Introduction  1

1.2 Statement of the Problem 3

1.3 Research Questions 4

1.4 Objectives of the Study 4

1.5 Purpose of Study 5

1.6 Significance of the Study 5

1.7 Limitations 6

1.8 Operational definitions 


2.1 Literature review 7

2.2 Theoretical Framework 18

2.3  Attitude Change Theory 22

2.4  Definition of Attitude 23

2.5  Attitude Formation 24

2.6  Theories of Attitude 26

2.7  Review of Related Studies 27


3.1 Research Methodology 31

3.2  Identification of Population 31

3.3  Sample Size 32

3.4  Questionnaire Assumption 32

3.5  Instrumental Used 33


4.1  Data Analysis and Interpretation 36

4.2  Data Analysis 36

4.3  Result 36

4.4  Discussion of Findings 42

CHAPTER FIVE:Summary and Conclusion and Recommendation

5.1 Summary 44

5.2 Conclusion 45

5.3 Recommendations 4667

Bibliography 47



Share This


Type Project
Department Mass Communication
Project ID MAS0901
Price ₦3,000 ($9)
No of Pages 69 Pages
Format Microsoft Word

Leave a comment...


    Type Project
    Department Mass Communication
    Project ID MAS0901
    Price ₦3,000 ($9)
    No of Pages 69 Pages
    Format Microsoft Word

    Related Works

    ADVERTISING AND CONSUMER BUYING BEHAVIOUR ABSTRACT The purpose of this study was to focus on advertising and consumer buying behaviour. The aim of this research work is to examine the effect of quality advertising, celebrity endorsement and environmental response on consumer buying behaviour. This study employed qualitative research instrument... Continue Reading
    ABSTRACT This dissertation is the product of contributions of ideas ‘ by the researcher and his supervisor. It is both conventional and similar the topic of this project, the effect of advertising on consumers buying behavior in Enugu metropolis with particular reference to the Nigerian Bottling Company, bottlers of coca-cola products, is very... Continue Reading
                      THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR  Concept of Advertising   The modern dictionary definition of advertising does not tell us much about modern activities of advertising. Generally speaking, according to Joyce M. Hawkins who compile the Oxford Dictionary (1995) reprinting explained that advertising... Continue Reading
    ABSTRACT The title of the project work is “The Impact of Advertising on Consumers Buying Behaviour”. A case study of Dangote Plc. The aims and objectives of this project work are to find out what advertisement is all about, analyze the effects that advertising has on consumer buying behaviour, determine the extend to which advertisement can... Continue Reading
    CHAPTER ONE                                    INTRODUCTION 1.1           Background  of the study Advertising business is a form of marking communication used to encourage, persuade, or manipulate an audience (viewers, readers, or history’s, sometime a specific group to take or centime to take some... Continue Reading
    Abstract The study was on the  Influence of Television on Consumer Buying Habits  of Guinness Stout in Ikeja Community of Lagos State. It started with general introduction to the research, statement of the problem and purpose of the study. This was followed by comprehensive literature review of television advertising on consumer buying habits of... Continue Reading
    THE EFFECT OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR IN ENUGU METROPOLIS (A CASE STUDY OF NIGERIAN BOTTLING COMPANY 9TH MILE ENUGU.) ABSTRACT This dissertation is the product of contributions of ideas ‘ by the researcher and his supervisor. It is both conventional and similar the topic of this project, the effect of advertising on consumers... Continue Reading
    INTRODUCTION The study looked at the influence of advertising on consumers’ purchasing behaviour of toothpaste in Uyo Urban. The survey research method was used for this study with population of 436,606. Data were gathered using questionnaire from four hundred respondents. However, three hundred and eighty copies were completed and returned... Continue Reading
    ABSTRACT This research entitled “Omani Women Buying Behaviour towards Cosmetics Products” was an exploratory attempt to conduct a marketing research of consumer behaviour and the buying pattern of Omani women towards cosmetic products. Specifically, it sought to answer the following questions: 1. What... Continue Reading
    CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY There is increased awareness today concerning socio-economic development of the developing countries. This awareness has led to rapid growth of industries whose involvement in economic sector has made great impact towards the enhancement and... Continue Reading