ABSTRACT
The study is to examine the role of advertising on the performance of sales of beverages with a particular reference to Nigerian Bottling Company, Kaduna. Most organizations are facing problem with selecting advertising as a medium to reach the consumer successfully. Selecting the right media to target the right customer is an essential step in advertising. Advertising plays a vital role in creating awareness, but many organizations lack understand the demographic, psychographic, cultural, technical, economic and political factors for choosing the right media. The objectives of the study are to examine the impact of advertising on the performance of sales of Beverages in an organization, to also find out the extent to which advertising can help to differentiate products of similar type in the market and to find out whether advertising brings inputs purchases. The researcher use primary and secondary source of data collection. Questionnaire was administered to the respondents to seek their opinion on the role of advertising. The findings reveal that advertising enhances the long-run survival of products of Nigerian Bottling Company. The study also reveals that advertising also enable organizations to compete freely in a business environment. It was recommended that Top management should be involved in the continuous evaluation and monitoring of advertising to ensure that the goals and objectives set are achieved and appropriate corrective actions are taken in the event of deficiencies and the company should harmonize all departments so as to realize the goals and objectives of advertising.
TABLE OF CONTENTS
Title page - - - - - - - - - - i
Declaration - - - - - - - - - - ii
Certification - - - - - - - - - iii
Dedication - - - - - - - - - - iv
Acknowledgment - - - - - - - - - v
Abstract - - - - - - - - - - - vi
Table of Contents - - - - - - - - - vii
CHAPTER ONE:
Introduction
1.1 Background of the Study - - - - - - - 1
1.2 Statement of General Problem - - - - - - 3
1.3 Objectives of the study - - - - - - - 4
1.4 Research Questions- - - - - - - - 5
1.5 Significance of the Study - - - - - - - 5
1.6 Research Hypothesis - - - - - - - 6
1.7 Scope of the study - - - - - - - - 6
1.8 Limitation of the Study - - - - - - - 7
1.9 Definition of Terms- - - - - - - - 7
CHAPTER TWO:
Literature Review
2.1 Introduction - - - - - - - - - 9
2.2 Background of Nigerian Bottling Company Plc Kaduna- 9
2.3 Concept of Advertising - - - - - - - 13
2.4 Scope of Advertising - - - - - - - 22
2.5 Mediums of Advertising- - - - - - - - 24
2.6 The Ethical Argument on Advertising - - - - - 31
2.7 Advertising and Similar Studies - - - - - 35
2.8 Economic Argument on Advertising - - - - - 40
2.9 Strengths And Weaknesses of Advertising - - - - - 43
2.10 The Role of Advertising in an NBC - - - - - 44
CHAPTER THREE:
Research Methodology
3.1 Introduction - - - - - - - - - 47
3.2 Research Design - - - - - - - - 47
3.3 Population of the study - - - - - - - 47
3.4 Data Collection Instrument and Administration - - - 49
3.5 Instrument and Measurement - - - - - - 50
3.6 Methodology Problem - - - - - - - 51
3.7 Summary - - - - - - - - - 52
CHAPTER FOUR:
Presentation and Analysis of Data
4.1 Introduction - - - - - - - - - 52
4.2 Data Presentation - - - - - - - - 52
4.3 Discussion of Result - - - - - - - 56
4.4 Test of Hypothesis - - - - - - - - 58
CHAPTER FIVE:
Summary, Conclusion and Recommendations
5.1 Summary - - - - - - - - - 62
5.2 Conclusion - - - - - - - - - 63
5.3 Recommendations - - - - - - - - 64
References - - - - - - - - - 65
Appendix
