The impact of advertising in an organization can never be over emphasized to the fact that it denote the medium of awareness creation for the target audience (consumer). Advertising according to G.B. gills is “a non-personal communication directed at target audience through various communications in order to present and promote products, service and ideas the cost of modia space or time being borne by the sponsor or advertiser”. As it simply implies that audience is the target and they are otherwise called the consumers or the potential consumers.
For advertising to lead my organisation to promise land i.e. perform its purpose, it has to be properly applied, it has a cost but appropriate application of advertising will labour its cost and also enhance sales simultaneously.
This project work intends to express the meanings of advertising according to different authors and perceptions it s components, its application and relevance to organizations. With special reference of Nigeria Bottling Company Plc in Ilorin. The project is divided into Five Chapter for easy understanding of the entire work.
Chapter one is an introduction to the to plc, background to the study, statement of problem, significance of the study, scope and limitation of the study, definition of the terms used, historical background of the case study.
Chapter two encompasses the reviews of related literatures in the filed of study, what is advertising, advertising agency, media and strategies, types of advertising, needs for advertising, relevance of advertising to an organization, what is sales volume, relevance of sales volume to an organization, interrelationship between advertising and sales volume.
Chapter three deal with the research methodology, research design and assumption, data collection instrument.
Chapter four based on data presentation, analysis and interpretation.
Chapter five deals with the summary, conclusion and recommendation.
TABLE OF CONTENTS
Table of contents
Chapter one: General introduction
1.1 Back ground to the study
1.2 Statement of problem
1.3 Objective of the study
1.4 Significance of the study
1.5 Scope and limitation of the study
1.6 Definition of terms used
1.7 Historical background of the case study
Chapter two: literature review
2.1 What is advertising
2.2 Advertising agency, media and strategies
2.3Types of advertising
2.4Needs for advertising
2.5Relevance of advertising to an organization
2.6What is sales volume
2.7 Relevance of sales volume of an organization
2.8Interrelationship between advertising and sales volume
3.1 Research design
3.2 Population of the study
3.3 Sample size
3.4 Questionnaire design and assumption
3.5 Data collection instrument
Data presentation, analysis and interpretation
4.1 Data presentation
4.2 Data analysis
4.3 Data interpretation
Summary, conclusion and recommendations
1.0 GENERAL INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The impact of advertising in enhancing sales volume is the ultimate goal of advertising in order to increase the firm’s profitability.
Advertising is the mass paid communication designed to impart information about an organization, brand or services to develop attitudes and awareness and to induce action beneficial to the advertiser generally through the sale or promotion of the product.
According to John Hobson (1958), advertising is a form of communication, the special nature advertising of this is that it is paid for by some interest party who stands to benefit from the communication of the message. Moreso, getting your name out to the public is the key to raising our sales volume.
The old adage that you have to spend money to make money is very true in this case if you want your customer base to expand, you must advertise word of mouth is a great way to get local business is Fantastic and always well came, but there is a far larger scale of people that advertising will help bring in. the business all advertising in many ways and have been extremely successful.
Coca – cola “I’d like to teach the world to sing” that was one of coke’s famous advertising campaigns many years ago, who is coke’s biggest rival: Pepsi – Cola of course.
Pills bury doughboy: Say he’s that cute little guy whom you would have to give a little poke in his tummy to make him laugh. This character has been around for many years. Why? Because of the success of his advertising power.
Advertising business increase sales volume because people like buying a name they feel they know. That is why so many people refuse to buy products that are a generic brand. They do not know the name because they have never heard of it. They have never been given a reason to trust the name and therefore they dont trust it.
If your goal is to simply reach more people in your area, that can be done on a smaller scale. Advertising hire people to stand with signs a long the road to encourage customers to come to their place of business.
Advertising makes smart business sense yes, you do have to spend some money in order to advertise. However, the increase in your sales volume will make up for it. Many falling business have used advertising as their last ditch effort to save their businesses and it works.
1.2 STATEMENT OF THE PROBLEMS
This research will indicate various problems that an organization sales volume will encounter without advertisement which includes the following
It can lead to low sales volume.
It can lead to low productivity.
It reduces the company profit.
It encourages competition.
It reduces organization market shares.
It reduces organization recognition.
1.3 OBJECTIVES OF THE STUDY
The main objective of this project may be classified into two major areas.
Firstly, the study aims is to show how “Advertisement” play a critical role not only to an organization but also to the consumers to whom the information about the products is being conveyed. Advertisement tends to inform the target audience about the product being advertised. The potential buyer will be informed about the product, quality, quantity, how and where to get the product, its price etc.
Secondly, to show how demand for products are been enhanced through advertising the product may be on rough existing or a newly introduced one. Advertising is sometimes used to popularize the organization and not a particular product or brand.
For example an advertisement carried out by NIGERIA BOTTLING COMPANY PLC. Which say “I’d like to teach the world to sing” which is advertising coca-cola as a product.
1.4 SIGNIFICANCE OF THE STUDY
It is expected that the findings in the project world have both the theoretical and practical usage of students of business administration, Nigeria Bottling Company Plc. And the general public by helping them in the following ways.
- Educate managers on effective advertisement process.
2.Advise managers on various advertisement strategies that can be used to achieve their aims and objectives.
3.Produce awareness, persuade, influenced and remind the actual potential buyers about their products.
4.Enlightening managers in such a way as to gain acceptance and approval of their plans.
1.5 SCOPE AND LIMITATION OF THE STUDY
Advertising is a very wide subject though a topic under marketing as a course. But today advertising has reached a stage that it worth a study in its own. Due to the improvement and technical requirement of advertising there has been association of advertiser, institute of advertising and public relations as we have in marketing.
This means that advertising is no longer consider as a topic but rather a course.
Despite this, it should be noted that advertising is still a supplement to marketing in profit and non-profit making organizations.
Therefore because of wideness of the topic “The impact of advertising in enhancing sales volume” the following areas have been focused for study.
Firstly, the researcher has chosen Nigeria bottling company plc as a case study and looked into the impact of advertising in their marketing system which leads to their excellent performance and profitability of the company.
Secondary, the project work includes the definition of advertising, types of advertising, relevance of advertising, needs for advertising, advertising strategies, agency and media, and also definition of the word sales volume on its own.