THE IMPACT OF ADVERTISING ON SALES VOLUME OF A PRODUCT (A case study of Starcomms Plc, Nigeria)

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THE IMPACT OF ADVERTISING ON SALES VOLUME OF A PRODUCT (A case study of Starcomms Plc, Nigeria) (MANAGEMENT PROJECT TOPICS AND MATERIALS)

 

ABSTRACT

The major aim of this thesis was to demonstrate the impact of advertising on the sales and profit of a business organization taking Starcomms Plc as a case.

Longe (2001) defined advertising as any personal paid form of non-personal communication which is directed to the consumers or target audiences through various media in order to present and promote a product, services and idea.

Good advertising requires competent personnel including a number of specialists to enable it thrive in the ever dynamic and competitive business environment.

It is therefore imperative that key personnel in departments that are directly involved to be carefully selected and positioned to ensure continuous success.

In recognizing the role advertising can play a growing number of companies and establishments have to embark on a nationwide advertising campaign. Advertising campaigns obviously informed by depressed consumer demand, thrive by persuading the consumer on the need for consumptions.

At the completion of this thesis, the impact of advertising at Starcomms was clearly defined and it should have become a continuous practice for Starcomms..

Keywords:       Advertising, distinct image, for Starcomms.

 

1      INTRODUCTION

1.1      Background Information

Advertising is any paid form of non-personal communication about an organization or its product to a target audience through a mass/broadcast medium by an identified sponsor. It should be observed that for any promotional activity to be called advertisement it must be paid for.

In the real sense, it is the method used by companies for creating awareness of their products, as well as making new products known to the new and potential consumers.

This thesis however, centers on the impact of advertising on the sales volume of a product. This work will shed light on how advertising can really affect a consumer’s buying decisions in a growing economy like that of Nigeria and how successful advertising can keep businesses going even in the midst a tough competition.

More so, advertising as a promotional tool also tends to remind, reassure and influence the decisions of the consumers because an advertisement itself enlightens, educates, and persuades consumers on their acceptability of the product offering.

Advertisement in such a media as print (newspaper, magazines, billboards, flyers) or broadcast (radio, television) typically consist of pictures, headlines, information about the product and occasionally a response coupon. Broadcast advertisement on the other hand consists of an audio or video narrative that can range from 15seconds spots to longer segments known as infomercials, which generally last 30 to 60 minutes. (Busari 2002)

Advertisements can also be seen on the seats of grocery carts, on the wall of airport walkways, on the sides of buses, airplane and train. Advertisements are usually placed anywhere an audience can easily and/or frequently a access visual and/or video. (Busari 2002)

 

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THE IMPACT OF ADVERTISING ON SALES VOLUME OF A PRODUCT (A case study of Starcomms Plc, Nigeria) (MANAGEMENT PROJECT TOPICS AND MATERIALS)

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