TABLE OF CONTENTS
Title page i
Table of contents vi-viii
1.1 Background of the study 1-2
1.2 Aims and objective of the study 2-3
1.3 Significance of the study 3
1.4 Statement of the problem 4-5
1.5 Scope and limitation of the study 5-6
1.6 Definition of the study 6-7
1.7 Historical background of the case study 7-9
2.0 Literature review 10-14
2.1 Concept of advertising 14-16
2.2 Differences between advertising and promotion 16-18
2.3 The rational for advertising 18-19
2.4 The process of advertising 19-20
2.5 The impact of advertising 20-22
2.6 The importance of advertising 22-24
2.7 Problems of advertising 24-26
3.0 Research methodology 27
3.1 Population and sampling size 27
3.2 Research Approach 27-28
3.3 Data Collection Instrument 28-29
3.4 Administration of instrument 30-31
3.5 Method of data analysis 31-32
Presentation of data analysis 33
4.1 Introduction 33
4.2 Data presentation 33-34
4.3 Data analysis 34-45
Summary, Conclusion and Recommendation
5.1 Summary of findings 46
5.2 Conclusion 47-48
5.3 Recommendation 48-49
5.4 Suggestion for further studies 49-50
1.1 BACKGROUND TO THE STUDY
Advertising is one of the major tools companies use to direct persuasive communication to target buyers and the public. It consists of non-personal forms of communication conducted through paid media under clear sponsorship. The spender included not any commercial firms but museums, fund raisers and various social-action organization seeking to advertise their causes to various target public. Infact, the twenty-sixth largest advertising spender is an non-profit organization in the USA government. The advertising dollars goes into the various media: magazine, newspapers, space, radio and television, outdoor displays (poster, sions sky writing) direct mail novelties (match boxes, blotters calenders) card cars, but catalogue directories and circular. Advertising has many used, long term building of the organization image (Institutional Advertising) long term build up of a particular brand (brand advertising) information dissemination about a sales service (classified advertising) announcement of a special sales (sales advertising) and advocacy of a particular cause (advocacy advertising). Although; advertising is primarily a private enterprises marketing tools, it is used in all the countries of the world, including socialist countries. Advertising is a cost effective way to disseminate message, whether is to build brand preference for coca-cola all over the world or to motivate a developing nations consumers to drink milk or practice birth controls. Organization obtain their advertising in different ways. In small companies, advertising is handle by someone in the sales department who work with an advertising department , whose manager report to the vice-president to develop the total budget, approve advertising agency adverts and campaign and handle direct-mail advertising, dealer display and other firms of advertising not ordinarily performed by the agency.
1.2 AIMS AND OBJECTIVES OF THE STUDY
The aims and objectives of the study are:
- To examine the impact of good advertisement on the performance of the PZ product.
- To examine the significance of advertisement on creation of awareness of the company product.
- To identify the relationship between advertisement and the price of the company product.
- To identify whether advertisement passes real message to the target audience.
- To determine the relationship between the advertisement and sales volume of the company product.
- The study will provide suggestion to improve advertisement strategies in the company.
1.3 SIGNIFICANCE OF THE STUDY