THE ROLE OF ADVERTISING ON THE PERFORMANCE OF SALES OF BEVERAGES IN NIGERIAN BOTTLING COMPANY, KADUNA

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  1.1Background of the Study-------1 1.2Statement of General Problem------3 1.3Objectives of the study-------4 1.4Research Questions--------5 1.5Significance of the Study-------5 1.6Research Hypothesis -------6  1.7Scope of the study--------6 1.8Limitation of the Study-------7 1.9Definition of Terms--------7
CHAPTER TWO:  Literature Review 2.1Introduction---------9 2.2Background of Nigerian Bottling Company Plc Kaduna-9 2.3Concept of Advertising -------13 2.4Scope of Advertising-------22 2.5Mediums of Advertising--------24 2.6The Ethical Argument on Advertising-----31 2.7Advertising and Similar Studies -----35 2.8Economic Argument on Advertising-----40 2.9Strengths And Weaknesses of Advertising -----43 2.10The Role of Advertising in an NBC-----44
CHAPTER THREE:  Research Methodology 3.1Introduction---------47 3.2Research Design--------47 3.3Population of the study-------47 3.4Data Collection Instrument and Administration---49 3.5Instrument and Measurement------50 3.6Methodology Problem-------51 3.7Summary---------52
CHAPTER FOUR:  Presentation and Analysis of Data 4.1Introduction---------52 4.2Data Presentation --------52 4.3Discussion of Result -------56 4.4Test of Hypothesis--------58
CHAPTER FIVE:  Summary, Conclusion and Recommendations 5.1Summary---------62 5.2Conclusion ---------63 5.3Recommendations --------64 References ---------65 Appendix