Complete Material Cost #3,000
Order for Complete Material now
ABSTRACT
The Nigerian Society is characterized by a diverse set of advertising that provide opportunities for sole product in an organization. This study carefully examines the effect of advertisements on sales turn-over. The factor considered under the effect of advertisements in an organization were, those of government innovation, types of product, consumer level of enlargement, size of the market, cost of loading, communication networks, non availability of product. During the study, the questionnaires distributed, out of a total of sixty (60) questionnaires distributed, forty eight (48) were returned. The method of advertisement on sales turn-over includes; personal selling, sales promotion, publicity, public relations. Considering the numerous problems encountered in advertising a product (s), it is pertinent to make these recommendation: An effective media component of the strategy for effective advertising should include a proper analysis of the target consumers as regard their income, ownership to media type and alternative channels of communication available to them. Ensure that advertisement do not conflict with cultural patterns of people or customers.
TABLE OF CONTENTS
Title Page – – – – – – – – – i
Dedication- – – – – – – – – ii
Certification- – – – – – – – – iii
Acknowledgement- – – – – – – – iv
Abstract- – – – – – – – – – v
Table of Content- – – – – – – – vi-vii
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study- – – – – 1
1.2 Statement of problem – – – – – – 3
1.3 Purpose of study- – – – – – – 5
1.4 Research Question- – – – – – – 5
1.5 Research Hypothesis – – – – – – 6
1.6 Significant of the Study – – – – – 6
1.7 Scope of the Study – – – – – – 7
1.8 Delimitation of the Study – – – – – 7
1.9 Definition of terms- – – – – – – 7
CHAPTER TWO
LITERATURE REVIEW
2.1 Concept of advertising – – – – – – 10
2.2 The effects of advertising on sales turnover- – 13
2.3 Types of advertising – – – – – – 18
2.4 Theoretical frame work – – – – – 22
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction – – – – – – – 25
3.1 Research design of the study – – – – 25
3.2 Population of the study – – – – – 26
3.3 Sampling technique used – – – – – 26
3.4 Development of the instrument – – – – 27
3.5 Validation and reliability of the instrument – – 28
3.6 Administration of the instrument – – – 28
3.7 Data analysis procedure/techniques – – – 28
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Tabulation and analysis of data – – – – 30
4.2 Analysis of questionnaire distributed table- – 31
4.3 Validity of data collected – – – – – 33
4.4 Tested of hypothesis – – – – – 34
CHAPTER FIVE
5.1 Summary – – – – – – – – 40
5.2 Conclusion – – – – – – – 41
5.3 Recommendations – – – – – – 42
Reference s – – – – – – – 44
Biography – – – – – – – 45
Appendix I – – – – – – – 46
Appendix II – – – – – – – 47 – 48
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Advertising which is one of the promotional tools used by an organization tends to be very essential. It has been defined by the American Marketing Association as any paid form of non personal presentation and promotion of ideas, goods and services by an identified sponsor.
According Chimaraoke Akakwandu (2017), Advertising simply is an audio or visual form of marketing that employs an openly sponsored, non personal message to promote or sell a product, service or ideas Advertising enables the specific communication task of an organization to be accomplished by creating awareness when it involves introducing a new product into the market, by dispelling a wrong impression about a product, removing prejudice or creating a favourable brand image that the consumer has to be appealed to, potted, motivated, wooed and cajoled in making a purchase.
A lot of problems have risen as a result of advertising been deceitful, a waste of money and leads to high price of consumer products; others have said that advertising is an unreliable guide to value and satisfaction, its impact on company sales, while some say it helps to improve the standard of living by making new development available to the public. It is the aim of this research work to find out whether all these problems actually exist and to what degree. And a useful component of modern society economically, socially and politically.
The much of it is used in responsible way considering the fact that many organizations or newspaper houses are weeding out any advertisement that is either irresponsible or misleading. The government has also enacted some laws guiding advertising practice in Nigeria.
Once a new product has been manufactured, the next thing to do is to bring to the notice of consumer and this is done through advertising. Most products that are not given good advertisement usually end up not been sold. It is through advertising that people get to know about and where to buy them.
In Nigeria, generally, people believe that advertising is not done but advertising is just developing. It takes into consideration a lot of variables such as what is about consumers that can be successfully appealed to. Whether the product is relevant to the needs and wants, whether product is distinctive consistent and credible. All these are usually considered. Advertisement is one of the promotional tools which helps to stimulate sales and prospective buyers of a given product. By doing this, it increases the sales turnover to a company. If the cost of advertising is high, price will increase and will cause poor sales turnover or low demand. If the cost of advertising is low, price will decrease and sales will increase.
1.2 STATEMENT OF THE PROBLEM
Because of the position that an Advertisement occupies in the business world, and its relative effects on sales turnover, it is of paramount importance to heads advertisement and how it affects sales turnover, for a business man and the business world at large.
Normally, most productive firms use advertisement as a means by which their products are made known to consumers in the world and so that give an edge to advertisement and also encourage sales turnover.
It is therefore believe that without advertisement, sales turn will be less and since the total success of business depends on the period of time when good are bought and sold, it therefore became necessary for firms to advertise their product, to enhance their sales.
Therefore, it became imperative that advertisement play a dominant role in a firm’s sales turnover.
Advertisement which primarily aims at making goods and services available to consumers and places where such goods are need for consumption. It is therefore necessary to studied with its role as well as its effect on business sales turnover.
It is also of importance to note where without advertisement, it is also of importance to note whether with the present trend in business communication, advertisement can be modernized or expanded in scope as to meet up the demand for sales services of consumer goods in Nigeria and Africa at large.
1.3 PURPOSE OF THE STUDY
The purpose of this study is to examine critically, the relationship between and advertisement and sales turnover.
Furthermore, the study will also check the negative and positive effects of advertisement on sales turnover, its influence on the nation consumer proffer solution where necessary, and making recommendation to remedy the ills that many arise from advertisement on sales turnover.
1.4 RESEARCH QUESTIONS
This research will attempt to answer the following questions:-
- What is advertisement
- How does advertisement affect business sales turnover.
- How does advertisement affect consumers?
- What are the means by which you are aware of new goods and needed services that you need to consume.
1.5 RESEARCH HYPOTHESIS
H0: There are no effects of advertisement on sales turnover
H1: There are effects of advertisement on sales turnover.
1.6 SIGNIFICANCE OF THE STUDY
The significance of the study is not far fetch from the level of in tendency that exist between advertisement and sales turnover, and so, this study become necessary to provide as moth atmosphere for the business men and newspaper house to enhancing their potentials knowing fully, that advertisement is very necessary as it determine the level of interaction between the consumers and the producers of the newspaper (the nation). It is also significant as it enable the produce to know the type of advertisement that is necessary for them to advertise their product since a newspaper house product determines the type of advertisement and this account for the sales turnover of that newspaper (the nation).
1.7 SCOPE OF THE STUDY
This study borders on the place of advertisement in a Firm/Newspaper house, race of turnover and therefore emphases the effect of advertisement on sales turnover to a firm and private individuals. The study covers the Nigeria firm (the nation newspaper and the type of advertisement available in Nigeria.
1.8 DELIMITATION OF THE STUDY
The study is limited in scope as it does not cover colder range of what is expected of the topic since the researcher concerted on the nation newspaper as a case study.
Again, because of the position of the researcher as a student, there is no enough fund (money) to travel out for enough facts as time was not on her side to move to the hinter land for information, as from the consumer hence the work is narrow in scope.
1.9 DEFINITION OF TERMS
Brand: it is a special design given to a particular product which yields the same satisfaction as other products in its category.
Market: it is the total number of both current and potential buyers of a product in a given location.
PROMOTIONAL TOOLS: These are also called promotional mix elements. They comprises of personal selling, publicity, sales promotion and advertising.
MANUFACTURE: He is also called the producer. He engage in the production process
PRODUCT: It is goods or services that possess ability which can be presented in the market for attention, purchase and consumption.
VACUUM: It is a lifeless medium in which marketing activities cannot occur.
AN INDUSTRY: This is the combination of many firms or a firm that trade in a similar line of production.
A FIRM: It is an administered business unit that operates one or more plant that engage in production of goods and services.
ENVIRONMENT: This is the constant changing of the opportunities and threats which the society possesses to the company and which the business must adjust and adapt to survive such situation.
BUDGET: This is the annual financial changing plan of a company that details both total revenues and expenses during a fixed period.
GOODWILL: This is an intangible assets gained by business either due to its location of activities or effort and experience.
MONOPOLISTIC BUSINESS
This is a firm that dominates an industry, solely, it is the sole supplier of a particular commodity, hence can control both price and quantity of goods to be supplied.
COMMUNICATION MIX
This is the component parts of an effective communication system, e.g the sender receives the message from the channel or medium.