THE IMPACT OF ADVERTISING IN ENHANCING SALES VOLUME
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TITLE PAGE
THE IMPACT OF ADVERTISING IN ENHANCING SALES VOLUME
BY
---
EE/H2013/01430
DEPARTMENT OF ----
SCHOOL OF ---
INSTITUTE OF ---
DECEMBER,2018
APPROVAL PAGE
This is to certify that the research work, "the impact of advertising in enhancing sales volume" by ---, Reg. No. EE/H2007/01430 submitted in partial fulfillment of the requirement award of a Higher National Diploma on --- has been approved.
By
--- . ---
Supervisor Head of Department.
Signature………………. Signature……………….
……………………………….
---
External Invigilator
DEDICATION
This project is dedicated to Almighty God for his protection, kindness, strength over my life throughout the period and also to my --- for his financial support and moral care towards me.Also to my mentor --- for her academic advice she often gives to me. May Almighty God shield them from the peril of this world and bless their entire endeavour Amen.
ACKNOWLEDGEMENT
The successful completion of this project work could not have been a reality without the encouragement of my --- and other people. My immensely appreciation goes to my humble and able supervisor mr. --- for his kindness in supervising this project.
My warmest gratitude goes to my parents for their moral, spiritual and financial support throughout my study in this institution.
My appreciation goes to some of my lecturers among whom are Mr. ---, and Dr. ---. I also recognize the support of some of the staff of --- among whom are: The General Manager, Deputy General manager, the internal Auditor Mr. --- and the ---. Finally, my appreciation goes to my elder sister ---, my lovely friends mercy ---, ---, --- and many others who were quite helpful.
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The study aimed at assessing the effect of advertising on the performance of an organization, case study being Mukwano industry in Kampala. The study was mainly looking at advertising and performance of Mukwano industry and if this was effective to the organization
The researcher used a cross sectional research design with both qualitative and quantitative methods with a population study of 150people out of which a sample size of 40 employees was chosen .Stratified sampling design was used to divide the employees into strata which were departments under which the employees worked ,and they included marketing ,operational, production and supply departments .Using simple random sampling respondents were chosen from the different departments selected and questionnaires distributed to the selected respondents from the four departments in the industry. Both the primary and secondary data was used during collection of data. Data was collected by use of questioners and observation method s and analyzed in form of tables.
Findings revealed that Mukwano advertises most of its products and it uses different forms of advertising and media, but the level of Mukwano’s sales was declining despite of their frequent advertisements. There was a strong relationship of(r= 0.9 0)between advertising and sales performance.
The industry should use most of the local languages commonly used in Uganda to win customers from all tribes, use of e marketing to be adopted by the industry to reach most of the people who can access the internet than listen to radios and televisions and also the use celebrities in advertising their products, and finally the researcher recommends the use of other forms of advertising for example sponsoring events and also the use of mobile phones to advertise.
TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of contents
Chapter one: General introduction
- Back ground to the study
- Statement of problem
- Objective of the study
- Significance of the study
- Scope and limitation of the study
- Definition of terms used
- Historical background of the case study
Chapter two: literature review
- 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 of an organization
- Interrelationship between advertising and sales volume
CHAPTER THREE
Research methodology
- Research design
- Population of the study
- Sample size
- Questionnaire design and assumption
- Data collection instrument
CHAPTER FOUR
Data presentation, analysis and interpretation
- Data presentation
- Data analysis
- Data interpretation
CHAPTER FIVE
Summary, conclusion and recommendations
- Summary
- Conclusion
- Recommendation
Bibliography
Appendix
CHAPTER ONE
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.
- Advise managers on various advertisement strategies that can be used to achieve their aims and objectives.
- Produce awareness, persuade, influenced and remind the actual potential buyers about their products.
- 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.
1.6 DEFINITION OF RELEVANT TERMS
Some of the terms used in this study are as follows:
- Effectiveness: In management the term effectiveness means the ability to achieve the set goals and objectives.
- Objectives: An objective may be defined as the end point which a firm directs its effort or resources. It represents specific results or resources. It represents specific results or targets to be achieved within a period of time.
- Strategies: This could be defined as the method used in achieving goals and objectives at case.
- Target: This is the set goals which an organization wants to achieve.
- Persuade: This is the method used by the organization to manipulate the buyers to buy their products by influencing their decisions.
- Sales volume: This is the total in a given period of time.
- Innovation: In management, innovation means adopting new ideas in order to reach a set objectives.
- Profitability: This is the monetary gain as result of total sales in an organization.
- Advertising Agency: They are the organization whose business is to advertise for other companies. They fix and make the order through media houses or by using any other promotional tools the client and the agent have agreed up on.
1.7 HISTORICAL BACKGROUND OF NIGERIA BOTTLING COMPANY PLC
The Nigeria Bottling Company Plc was in co-operated in the year 1951 under the standard organization of Nigeria decree No 56 of 1971. The company was authorized to use the Nigeria Industrial standard certificate mark on the following product’s are as follow: fanta, coca-cola, sprite, krest, bitter lemo, fants club sod, fanta tonlc, limca and Eva water.
The above products are hereby certified to meet the national standard requirement for good quantity. Nigeria Bottling Company is the largest producer of soft drinks in Africa today. It is a public company on the Nigeria stock exchange and 60% of its share owned by some 26,000 Nigeria share holders. The company ensures that no trade of imparity or extraneous substance exist in its products. Therefore, for the purpose of maintaining the product quantity. Every factor has a fully equipped laboratory managed by trained personnel.
Nigeria Bottling Company is licensed by the board of customers and excise factory No. 47 both Africans and foreigners are members of board of directors of Nigeria Bottling Company Plc some of them includes H.S.A Adedeji chairman, G.K. Karfakirs chief, A.A. Adesanyan A. Lerentis A.A and chief S.A Ade john CTR who contributed the highest share presently in the company.
The company employed over 9000 people and operates (18) eighteen soft and bottling factors it is the sole bottle and distribution in Nigeria of the eight soft drinks afore mentioned. In addition to the 18 product centers the company has over distribution deposit and operate above 1,000 specially fitted distribution lorries making weekly deliveries to over 1,000,00 registered dealers.
According to the structure above the board of directors is recognized as the organization principal leader.
The chief executive that is the managing director of Nigeria Bottling Company and other top management’s attempts to ensure that organizational members channel their effort to appropriate direction.
The Board of Director of Nigeria Bottling Company are also responsible for such aspect of co-operate leadership as selecting and representing the interest of the firm’s share holders. Advertising top management and monitoring managerial and company performance.
DIRECTOR OF MARKETING: He is the head of all sale and marketing activities of the organization. He is charged with task and responsibility of various members of the staff under the marketing unit.
Marketing director has control over the following:
- Group product manager
- Marketing and information manager
- Sale operation manager
- Marketing service manager
The national sales manager controls all the sales with the help of the sales operational manager. Who oversees the Zonal and district sales representative.
DIRECTOR OF FINANCE: He is the controller of the entire department, who acts as the caretaker of all financial activities (including records and documents) of the organization. He also has with him the following managers who work hand in hand to achieve the organization goals.
The are risk managers who take change of securing the company properties. Company treasurer who keeps money that can easily be spent, internal auditor, who takes care of stocks of both inflow and outflow of the accounting records.
Business development manager, who is responsible for keeping record of business run from day – to – day and lastly the face and taxation manager, who is responsible for keeping all accounting records and management accounting records.
DIRECTOR OF LOGISTICS: He is in control of all emergency cases and operations of the organization who try to find lasting solution to some problems.
DIRECTOR OF TECHNICAL: He is the head of all operational activities in the organization. He has the following under him, they are engineering service manager. Who takes care of electrical and electronics repair and installation inventory control manager, he take charge of the quality control of the organization. Research with vital information for improvement on quality and taste to meet up with the masses demand, technical service manager who takes charge of all technical services in and out if the premises.
CORPORATE AFFAIRS MANAGERS: He deals directly between the company and deals directly between the company and outsiders. He also relates with the customers on behalf of the company.
1.8 ORGANIZATION OF THE STUDY
The study is divided into five chapters,;.
chapter one; is the introduction which contains background of the study, statement of the research, research question, objectives of the study, research hypothesis, significance of the study, scope and limitation of the study, definition of key terms and organization of the study.
Chapter two: is the literature review which contains literature review
Chapter three:- is the research methodology which contain research design, sources of data collection, population and sample size, sampling technique, method of data analysis and limitation of the study.
Chapter four:-is the data presentation, analysis and interpretation which contains data presentation, data analysis and data interpretation.
CHAPTER TWO: The chapter one of this work has been displayed above. The complete chapter two of "the impact of advertising in enhancing sales volume" is also available. Order full work to download. Chapter two of "the impact of advertising in enhancing sales volume" consists of the literature review. In this chapter all the related work on "the impact of advertising in enhancing sales volume" was reviewed.
CHAPTER THREE: The complete chapter three of "the impact of advertising in enhancing sales volume" is available. Order full work to download. Chapter three of "the impact of advertising in enhancing sales volume" consists of the methodology. In this chapter all the method used in carrying out this work was discussed.
CHAPTER FOUR: The complete chapter four of "the impact of advertising in enhancing sales volume" is available. Order full work to download. Chapter four of "the impact of advertising in enhancing sales volume" consists of all the test conducted during the work and the result gotten after the whole work
CHAPTER FIVE: The complete chapter five of design and construction of a "the impact of advertising in enhancing sales volume" is available. Order full work to download. Chapter five of "the impact of advertising in enhancing sales volume" consist of conclusion, recommendation and references.
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