The Effects Of An Effective Advertising Programme On A Company’s Sales Volume (A Case Study Of Nigerian Bottling Company Plc, Ilorin)

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The Effects Of An Effective Advertising Programme On A Company’s Sales Volume (A Case Study Of Nigerian Bottling Company Plc, Ilorin)


This research work will be based on the effects of an effective advertising programme on a company’s sale volume, a case study of Nigeria bottling Company Plc, Ilorin.

Advertising is the process of informing the target market level about the existence goods and services and the process persuading them to buy or use the product or service. It effects on the attainment of the required volumes of sales cannot be underestimated: for the purpose of simplicity the whole project will consists of five chapters as follows.

  • Chapter one will contain introduction, historical background of the case, statement of the problem, objectives of the study, significance of the study, scope of the study, limitations and constraint, definition of some keys terms.
  • Chapter two of the project contains the literature view.
  • Chapter three of the project contains research methodology, research approaches, sources of data, data collection, instruments, research population and sample size, sampling procedure employed and method of data analysis.
  • Chapter four will highlight data presentation and analysis.
  • Chapter five will focus on summary of findings, conclusion, recommendation, references and appendix.

Table of Contents

  • Title Page
  • Certification
  • Dedication
  • Abstract
  • Table of Contents

Chapter One

1.0 Introduction

  • 1.1 Historical background of the case study
  • 1.2 Statement of the Problems
  • 1.3 Aims and Objectives of the Study
  • 1.4 Significance of the Study
  • 1.5 Scope of the Study
  • 1.6 Limitations and Constraints
  • 1.7 Definition of Terms

Chapter Two

2.0 The Review of Related Literature

  • 2.1 Evolution of advertisement in Nigeria
  • 2.2 Objectives of the advertisement
  • 2.3 The advertising agency
  • 2.4 Controlling factors
  • 2.5 Advertisement media
  • 2.6 Types of advertisement
  • 2.7 Effects of Advertisement
  • 2.8 Economic impacts of advertisement on product and economy
  • 2.9 General problems of advertisement

Chapter Three

3.0 Research Methodology

  • 3.1 Research Approaches/design
  • 3.2 Sources of Data
  • 3.3 Data collection instrument
  • 3.4 Research Population and Sample Size
  • 3.5 Sampling Procedure Employed
  • 3.6 Method of Data Analysis

Chapter Four

4.0 Data Presentation and Analysis

Chapter Five

5.0 Summary and Findings, Conclusion and Recommendations

  • 5.1 Summary and Findings
  • 5.2 Conclusion
  • 5.3 Recommendations
  • References
  • Appendix

Chapter One

1.0 Introduction

Advertisement is an important link between the manufacturer of a product and the consumer.

Advertisement is interestingly becoming in major industry in Nigeria and an indispensable activity in our economy.
One of the important institutions in our society is advertisement the important of advertisement should be viewed from both marketing and a communication perspective, effective advertisement its is persuasive it also inform consumer and there by justified it is economy existence.

Through advertisement consumer learns of the existence of product and furthers they learn.

Advertisement therefore, is a buyer guide for consumers or consumable and industrial product. It also provides manufacturers with information about next material equipment and technology.

The market to be presented to advertisement reduces distribution costs but simplifying the task of personal selling or by replacing it entirely it encourages competition it adds values to product by adding to time, place and possession utility. It publicized the material and cultural incentive of an democratic free enterprise society, and also help to motivate increase productive effort with both management and labour, advertisement also stimulate.

Advertisement has not only become and integral part of our social and economic system, but has also grown over the years to assume remarkable proportion to both business activities and a social phenomenon. It has affected not only business but also the whole society creative advertisement is a field with a noticeable progress with the industrial revolution of the 18 century. Time has also changed since the both products and consumers have also change. There is a close communication between the two parties in the buyers and sellers relationship and there is greater choice in the marketing environment and this brings about more aggressive competition.

Manufacturers on their own part believe that advertisement is the only satisfactory method of ensuring that their product gets to the consumers and they believes that it can be successful only if it conforms to consumer wants. The important point is that advertisement to all intents and purpose has to be studied.

1.1 Historical Background of Nigeria Bottling Company Plc, Ilorin Plant

The Nigeria bottling company was incorporated in Nigeria in 2008 as a limited liability company while it’s first plant commercial production in 2010 at Ilorin, Kwara state. In 2009 it self it’s plant of Ilorin, Kwara state with the product Coca-Cola Nigeria market, this was the beginning of an existing story of growth and development particularly during the last fifty two year, the sole volume of the Nigeria bottling company increased tremendously from the unit 15 million create in 2011 to 895 million creates per day which has brought about development of good number of sister company with all activities centered on the growth of the Nigeria economy.

Coca-Cola as a product of Nigeria bottling plc can be traced to discover It’s formula by ralmecting fairly 2010 in south American who named the product “coke” the product was test marketed and fund to be likely accepted in 2011, it went public end was quoted on the Nigeria stock exchange with 60% of it’s share held by the public and 40% held the parent company world wide. The company held the fanta lemon, for the bottling in Nigeria of all coca-cola range of soft drinks such as coke, fanta orange, fanta lemon tones, fanta solid water, water fanta block, current sprite crest baiter lemon limca gold spot, fanta pancaffie and Schweppes.

Nigeria bottling company employ over 7000 Nigeria in all field of operation and quality control remains the key word for which the success of the whole operation is determined the data glass company lightly is a company of operation. The crowns seal the bottle. The Benin plastic company make the plastic create for housing bottles.

The book ingredients are carbon, water, sugar and critic is the secret of the company while sophistical washing and filling machines have been installed in all. Plant with high level standard of product is not different anywhere around the word.

1.2 Statement of the Problems

One of the major problem area of this study, is the problems of non-professionalism the establishment of quack advertising agencies, infact a client who gets a poor service from such agency is unlikely to consider the patronage of an advertisement agency in the future, no matter its reputation. In summary advertizing industries in most case lack qualified personnel’s who can deliver effectively as regards the presentation of the company’s product to the consumer.

1.3 Aims and Objectives of the Study

This study also intends to achieve this following:

  1. To examines the effect of advertisement in the marketing of company’s products
  2. To evaluate the effect of advertisement as a promotional strategy in creating awareness of company product to customers
  3. To examine the significance relationship between advertisement and profitability of the company
  4. To examines basic concept of advertisement
  5. To examines the merit and demerit of advertisement

1.4 Significance of the Study

The business environment of today is changing very fast. It is demand for a more competitive products for consumers, turnover of its resources as well of setting vision for break through performance in competitive environment.

The study will make companies to be more aware of the advertising benefits at their disposal, if they really want to excel.

More so, the study will help the society to examines and appreciate the role and prospect of advertisement rather than seeing it as a means of extortion and exploitation.

Finally, the study is significant because the mass communication media will become more aware of the fact that it brings to the society, something more than just advertisement.

1.5 Scope of the Study

The scope of the study covers the effects of an effective advertizing programme in a company sales volume in the scope will be restricted to Nigeria bottling company plc Ilorin.

1.6 Limitations and Constraints

The researcher encountered various predicaments which almost threatened the successful conduct of this project works, the research work was constraint due to the following factors.

In-adequate finance on the part of the researchers almost threatened the success of the project.

Another major constraint it the difficulties in obtaining the result information as the company officials contacted for the information were not willing reveal the information based on confidential nature of those information.

Another problem encounter was due to time constraint.

However efforts were made to ensure that the above limitations did not hinder effective completion and quality of research work.

1.7 Definition of Terms


An agent acts as intermediary between buyers and seller taking no financial risk personally or as a firm charging a commission for the service rendered.


It can be defined as any paid form of non- personal presentation and promotion of ideals, good or services.


Is the act of planning a campaign by an organization for particular period of time. And also the act of or a scheme for managing an affairs.


This the personal stimulation of demand or a products/services business by planting commercially significantly news about it in a published medium or mass media house like radio, television or stage.

Marketing Strategy:

A business approach to marketing its product/service express in broad tennis which focus on the basis for developing a marketing plan.

Chapter Five

Summary of Findings, Conclusion and Recommendations

5.0 Introductions

This chapter focuses on the summary of findings or deduction from the data analyzed and interpreted conclusion based on the findings, and recommendation.

5.1 Summary and Findings

The following findings were made during the course of investigation that the propulsion of male work force is greater than female counterparts.

That large number of work force where measured. That large number of work force has working experience of less than 5 years.

It was also gathered that advertisement was vital tools for simulating demand and creating awareness about the company product.

It was also confirmed that advertisement was remember for the company success.

Also the researcher study, affirms that the NBC Plc as a leader in the soft drink industry has been able to create awareness for it product in mind of the people through advertisement.

5.2 Conclusion

The finding, presented in this study allows a number of conclusions to be drawn.

The analysis of data obtained from respondent, demonstrates the viability of advertisement as a promotional and communication tool for creating awareness for company’s goods and services.

In spite of the difficulties encountered in advertisement it’s obvious that advertisements will surely stand the test of time by contributed immensely to the success of organization.

However, this fact is subject to careful selection of advertisement media, even when it is well carried out success, depends to a large extent on the availability of fund within the business organization for since advertisement fund as a limiting factors to media selection.

Therefore, in conclusion the researcher is of the view that future of advertisement in business enterprises particularly in Nigeria looks very bright with the present day computerization which permite all sectors of the economy no matter the probability and difficulties encountered advertisement will still definitely have a place since it contributes and perform a major role in the whole economy.

5.3 Recommendations

Now that the findings have been enumerated, then it is necessary to recommend some points which if adhered to the case study will improve the present practice of advertising there by leading to increase sales volume research work, the researcher would like to make the following recommendations.

To stimulate demand as well to crate awareness, the NBC must identify the aims they want to achieve which might have arisen for or against their product. So that the means of reaching the consumer through a scanning strategy where the business environment is adequately understood and monitored as necessary.

Attempts should be made by marketing function to evaluate the effectiveness of advertisement in relation to resource invested on the performance.

NBC Plc should considered cultural background and values of the society. In planning advertising so as to reduce the false impression.

It enhancing the effectiveness of media the NBC Plc should examined regularly as part of advertisement decision to know the medial’s impacts and costs.

Also to determine the budgeting method to be adopted. The company budget system should be flexibly to reflect efficiency and effectiveness usually a combination of methods will serve NBC Plc better in making budget for advertisement.

The researcher strongly recommendation that the above points should be properly looked into in the process or in solving the problem encountered by NBC in advertising their products.

The Effects Of An Effective Advertising Programme On A Company’s Sales Volume (A Case Study Of Nigerian Bottling Company Plc, Ilorin)

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The Effects Of An Effective Advertising Programme On A Company’s Sales Volume (A Case Study Of Nigerian Bottling Company Plc, Ilorin)


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