TABLE OF CONTENTS
Cover page - - - - - - - - - i
Declaration - - - - - - - - - ii
Certification - - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgements - - - - - - - - v
Table of Contents - - - - - - - - vi
Abstract - - - - - - - - - ix
Appendices - - - - - - - - - x
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study - - - - - - - 1
1.2 Statement of the Research Problem - - - - - 2
1.3 Research Questions - - - - - - - 4
1.4 Objectives of the study - - - - - - - 4
1.5 Significance of the study - - - - - - - 5
1.6 Scope of the study. - - - - - - - 6
References - - - - - - - - - 7
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction - - - - - - - - 9
2.2 Profitability level of a firm. - - - - - - 9
2.3 Sales Promotion and Profitability Level of a Firm - - - 11
2.4 Advertising and Profitability Level of a Firm - - - - 14
2.5 Personal Selling and Profitability Level of a Firm - - - 17
2.6 Publicity and Profitability Level of a Firm - - - - 20
2.7 Theoretical Framework - - - - - - - 22
2.7.1 The Dynamic Theory of Profitability - - - - 22
2.7.2 Defining Advertising Goals for Measured Advertising Results - 23
2.7.3 Lavidge and Steiner’s Hierarchy-of-Effects Theory - - - 23
References - - - - - - - - - 24
CHAPTER THREE: METHODOLOGY
3.1 Introduction - - - - - - - - 28
3.2 Research design - - - - - - - - 28
3.3 The population - - - - - - - - 29
3.4 Sample Size and Sampling Technique - - - - 29
3.5 Operationalization and Measurement of Variables - - - 29
3.6 Research Instrument - - - - - - - 32
3.7 Sources of data - - - - - - - - 33
3.8 Methods of data analysis - - - - - - - 33
References - - - - - - - - - 34
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS OF DATA
4.0 Introduction - - - - - - - - 35
4.1 Data Presentation and Analysis for Demographic Variables - - 36
4.2 Data Presentation and Analyses for the Research Variables - - 37
4.2.1 Descriptive Statistics of Research Variables - - - - 39
4.2.2 Simple Percentage Test - - - - - - 39
4.2.3 Pearson Correlation Matrix - - - - - - 45
4.2.4 Multiple Regressions - - - - - - - 48
4.3 Reliability and Validity - - - - - - 54
4.4 Discussion of findings - - - - - - 56
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction - - - - - - - - 59
5.2 Conclusion - - - - - - - - 60
5.3 Policy Recommendations/Implementation - - - - 62
5.4 Suggestions for Further Studies - - - - - - 64
