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PROJECT TOPIC: EFFECTIVENESS OF ADVERTISING ON THE MARKETING OF CONSUMES’ PRODUCT

 EFFECTIVENESS OF ADVERTISING ON THE MARKETING OF CONSUMES’ PRODUCT

 

ABSTRACT

 

This research work was carried out to examine the effectiveness of advertising in the marketing of consumers’ product using Nestle Food Nig Plc. The objective of this study is to know if advertising has any effect on consumer choice for the product of the firm and also examine if advertising has any influence on the business cycle. The data were collected from primary source through administration of questionnaires data collected were presented in tables and percentage. A sample size of 25 was adopted and questionnaires were administered only 30 were returned. The data collected were analyzed using the percentage method while the hypotheses formulated were tested using the chi-square method.

The study reveals that profit maximization can only be achieved if advertising is encouraged in small scale business management.  Based on my findings  the study recommends amongst others that advertising should be given a great recognition especially with infant industry or company in order for them to survive in the market place. It is concluded that the market share will be boosted, if advertising is properly handled.  

 

CHAPTER ONE

INTRODUCTION

 

1.1   BACKGROUND OF THE STUDY

The term “marketing” originated from the ideas of market. To the ordinary man in the streets, market is a fixed place where buyer and sellers meet to transact business. To the economist a market refers to all buyers and sellers who transact for a goods or service.

While to a marketing professionals, a market is all actual and potential buyers of a product or service OSENI (2010).

In marketing, the market is to the buyer a study of the buyer; his needs and process of satisfying them constitute activities now referred to as marketing. Marketing is more than just selling and distribution of goods and service from the producers to the ultimate and final users. It consists of numbers of stages, starting from idea generation, product creation and development sales promotion, advertising, publicity and distribution logics of the product or services, which actually results to sales.

One of these is advertising and these stages are closely inter-dependent on each others, which can easily breakup if one of the stages is inefficient and effective. Therefore, advertising is very essential as every other stages and each depend on the other for its survival and success. The product or service, its brand name, package and distribution are reflected in advertising, which has been noticed to be the foundation of an organization. Without advertising, the society will not be aware of the product and services produce by the concerned firm.

EFFECTIVENESS OF ADVERTISING ON THE MARKETING OF CONSUMES’ PRODUCT

The industrialized nation has benefited from advertising. It has enable producers as well as distributors to sell their products in both local and international market. It has given the buyers opportunities to know and remember goods and services that are of great benefits to them (Momoh, 2003). According to Igbafe and Aluyor (2012), Advertising involves the bringing of consumers product to the knowledge of the customers. The essence of making the people know about a product is to create demand for the product. If a product is unknowing people will not ask for it, people ask or demand for a product they are aware of it. It is therefore, important that consumer products are made known to prospective buyers by advertising or publishing through radio, television, newspapers, trade fair’s etc.

Discussion on this project will be focused on the effectiveness of advertising in the marketing of consumers’ products. That is, does advertising really have an influence in the marketing of consumer products? In addition, it will also be centered on whether consider it necessary to buy an advertised product. The product that will focused on are mainly consumers’ products “of foods specially of Nigeria Plc”, its Head office at 22/24, industrial avenue, Ilupeju P.M.B 2114, Ikeja, Lagos.

Through advertising has been gretly improved over the years, yet much has to be done. These include the need to increase its effectiveness, top execution and evaluation of its effectiveness.

Top executive wants more proof than they now have that advertising proportionately result too many sales as naira spent on other activities.

Conclusively, its factory output is to maintain profitability, advertising must be powerful and continuous. Mass market through the mass media

 

1.2    STATEMENT OF THE PROBLEM

Advertising is very important to both profit and non-profit organizations and they cannot do without it. Therefore, in determining the effectiveness of advertising on consumers’ products one has to focus mainly on measuring the attitude of the target of nestle foods Nigeria Plc in question and then attends to determine the effects of advertising on these attitude such as perception, beliefs, emotional feelings and behavioural response.

 EFFECTIVENESS OF ADVERTISING ON THE MARKETING OF CONSUMES’ PRODUCT

 

 

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