The Impact Of Product Advertisement On Sales Volume Of Companies
Advertising 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. In our efforts to highlight the impact on the sales volume of the company’s products a survey study of was carried out. Questionnaires were administered on 77 staff of the organization to determine the impact of advertising on the sales volume of companies. The data obtained were presented using tables and the analysis was done using simple percentage and descriptive methods, while chi-square was used to test the hypothesis. Results of the findings indicate that product advertising has a significant role to play in the sales volume determination and that effective product advertising can lead to significant increase in profitability level of a company and advertising. In view of this the researcher recommended that due to the competitive nature of the industry the marketing manager must develop and formulate marketing programmes that will satisfy the needs of the consumers. Also, since other service producers have similar advertising messages, it is recommended that for a more distinguished and effective response from the customer, other forms of advert should be used. Regular and consistent up-to-date training on product information should be given to the advertising agency so that they will have the current knowledge and skills to handle the adverts and also to ensure that product information is being emphasized so as to enlighten the customers.
Table of Content
- Title Page
- Table of Content
- List of Tables
- 1.1 Background of the study
- 1.2 Statement of the problem
- 1.3 Objective of the study
- 1.4 Research Questions
- 1.5 Research hypotheses
- 1.6 Significance of the study
- 1.7 Scope of the study
- 1.8 Limitation of the study
- 1.9 Definition of terms
Review of Literature
- 2.1 Review of concepts
- 2.2 Review of related literature
- 2.4 Theoretical Framework
- 3.1 Research Design
- 3.2 Population of the study
- 3.3 Sample size determination
- 3.4 Sample size selection technique and procedure
- 3.5 Research Instrument and Administration
- 3.6 Method of data collection
- 3.7 Method of data analysis
- 3.8 Validity and Reliability of the study
Data Presentation and Analysis
- 4.1 Data Presentation
- 4.2 Answering Research Questions
- 4.3 Test of Hypotheses
Summary, Conclusion and Recommendation
- 5.1 Summary
- 5.2 Recommendation
1.1 Background of the Study
Advertising is one of the four promotional tools companies use to direct persuasive communications to consumers or buyers and the general public. Advertising policy constitutes such an important strategy in the marketing programme of companies that, its negligence could spell down for companies.
Generally speaking, companies exist to produce and market products. This objectives cannot be actualized if the manufactured products are not brought to the knowledge of the consuming public. If the consumers and the general public are not informed and educated on the needs and wants some products could satisfy, they will definitely stay clear of the products.
Against this background, product advertising focuses on projecting the image and maketability of products in such manner that will make them acceptable to the consumers and buyers.
Odunsi (1998: 19) noted the importance of product advertising when he stressed that the growth being recorded in the advertising field is connected with its potentiality to enhance the acceptability marketability of companies products.
Product advertising has helped so many companies to revive and reposition some of their products which have almost reached the decline stage in their life cycle.
Furthermore, the continuous existing survival and growth of companies to some extent depend on the performance of their products and the level of their sales volume. The fact still remains that for a company to decline profit and possibly grow, its sales volume must be high. For its sales volume to be high, its products must be acceptable to the consumers, hence giving rise to their high demand. These can only be achieved when these products are made known to the buyers through advertising.
Product advertising as stressed by Ebue (2000.75) is an effective promotional tool that will not only inform and educate buyers or consumers about a company’s products but highly significant in achieving the targeted sales volume of the company.
For over fifty (50) years of existence, Nigerian breweries Plc is one of the leading breweries operating in Nigeria today. The company has a wide range of products that includes alcoholic, malt and soft drinks. The notable products in the company’s product mix includes; Golder, star, Amstel malt, maltina, Legend and schepps. The company has a large factory at Agbara, Lagos and a brewery plant at 9th Mile Corner, Ngwo, Enugu. the Company again commissioned its new Ultra – modern brewery in Ama Enugu State in October 27th 2003, by his excellence president Olusegun Obasanjo.
The Nigerian breweries Plc has depot in most state capitals of the federal to facilitate the distribution of its products. The products of the company are seen and known in every nook and cranny of the southern parts of this country as well as some Northern States.
According to the Saturday Champion paper May 1st (2004); Nigerian brewing is totally committed to Nigeria cause in areas of Entertainment through a vigorous music sponsorship programme which has brought International Stars like Naught by Nature, Usher, Shaggy and Awilo that have thrilled Nigerians live in recent times courtesy of Nigerian Breweries Star Mega Jam and Legend fun Rampnage. Nigeria Breweries is also involve in discovering and promoting local and budding artists through the star Quest and Star Trek (Star sponsored music programmes.
Foreign Investment; Nigeria Breweries has through their performance attracted some foreign companies like Heineken which invested over 500 millions Euros (70 million).
The company have supported in Institution of higher learning. For example; Education tax funds in which IMT is one of the beneficiaries.
Nigeria Breweries are the major facilitators in the building of a sickle cell foundation. Again they also support various health Institutions through the donations of blood Bank equipment, child incubators.
They have also sponsored sports like football, chess, Golf, cycling, Athletics, table tennis, Lawn tennis. They are also committed in the areas of tax and social responsibility, environment, employment generation and so on. All these are done to promote their products and educate, inform the public about their products and finally to achieve the sales volume target.
1.2 Statement of the Problem
The objective of every company is to achieve its sales volume target, because if achieved, other performance indicators like growth and increase in profitability index would be assured. This could be possible if the company’s products are acceptable to the target market. Product advertising therefore plays the invaluable role of informing and educating buyers or consumers about some products, what these products do and how they can satisfy their needs and wants.
In addition, product advertising enhances the response of potential buyers to an organization and its offering. This it does by providing information, channeling desires, and by supplying reasons for preferring the products being projected.
Inspite of the invaluable role of product advertising in achieving the sales volume target of companies, it still have some problems that need to be addressed.
It is said to observe that most companies operating in Nigeria are still inflexible and reluctant to be during or encourages in their advertising policy. They are so scared of contracting advertising agency to handle their adverts that at the end of the day they fail to achieve their sales volume target.
Besides, most companies are inconsistent with their advertising policy. They contract more than one advertising agency at any given point in time.
This makes difficult to spend some reasonable money on advertising. This is now becoming a common feature in the brewery Industry. For instance, one hardly hears of advert concerning old beautiful products like Maltex and Vita Malt. This should be affecting their sales volume target.
Finally, the product advertising policy of some companies are not so effective as to enable us have some impact on their sales volume. Some companies do choose some wrong and ineffective media to execute their advertising policy, hence achieving nothing at the end of the day.
All these above discussed problems deserve to be addressed through the provision of appropriate information, because it is only when effective information concerning a problem is provided will its solution be sought.
1.3 Objective of the Study
The broad objective of this study is to examine the major effects and the role of product advertising on sales volume. Other operational objectives of the study includes the following;
- To identify the common form of advertising being used in the brewery industry.
- To identify the common media of advertising being used in the brewery industry.
- To identify how committed breweries are towards advertising their products.
- To examine the impact of product advertising on the buying attitude of buyers.
- To examine the effect of product advertising on growth and profitability of brewing companies.
- To examine the relevance if product advertising in product survival and performance.
- To identify some problems militating against the effective implementation of product advertising in brewing companies and
- To make some recommendations based on the findings of the study.
1.4 Research Hypothesis
The following hypothesis formulated by the research will be tested in this study;
- Ho; Product advertising has no significant role to play in the sales volume determination.
Hi; Product advertising has a significant role to play in sales volume determination.
- Ho; Effective product advertising cannot lead to significant increase in profitability level of a company.
Hi; Effective product advertising can lead to significant increase in profitability level of a company.
1.5 Significance of the Study
As stated earlier in this study, product advertising is one of the vital tools used by companies to promote the sale of their products. Its importance in creating immediate impact on the attitude of the consumers, as well as in generating demand cannot be over emphasized.
Again this background, therefore, this study will be of some immense significance to companies, especially breweries, advertising agents, consumers and academicians.
The information contained in this study will disclose some intrinsic functions of advertising to companies. It will further unveil some unique qualities of advertising, its types and objectives to companies. These vital issues on advertising will help companies design or articulate an effective product advertising policy which can achieve their target sales volume. To companies with chequered advertising policy, the information contained in this study will help them restructure and reformulate it with a view to achieve their objective of increasing demand for their products, actualizing their sales volume target. Moreso, brewing companies will appreciate the information content of this study because it will help them to choose appropriate form of advertising and media to use in implementing their advertising policy.
Further, advertising agents will equally benefits from the information contained in this study. If not for any other thing, it will help them to fashion out more effective. Ways or means of laising with companies in order to formulate and implement effective product advertising policy for them.
In addition, consumers will find information contained in this study good enough to enable them gain insight in the concept of product advertising, since they are the main focus of companies advertising policy. besides, they will realise the need to always listen and or pay attention to adverts in the media because these may reshape and redefine their buying attitude and decision.
Finally, other researchers and academicians will derive some gains from the information content of this study. This will help them carry out further research on the subject of this study.
1.6 Scope of the Study
This focuses on the role of product advertising on sales volume of breweries. It is carried out using the Nigerian Breweries Plc as its case brewing company. In other words, the study focuses on the advertising policy of the company as it affects its sales volume. Other issues discussed in the study include the types of advertisement and media used by the Nigerian Breweries Plc in carrying out its product advertising policy, the level of commitment of the company towards advertising its products, the impact of the company’s advertising policy on its growth and profitability, and the problems militating against the company’s efforts to implement its advertising policy. the study equally will discloses the recommendations made by the researcher.
1.7 Limitations of the Study
This research study was constrained by several factors and these include inadequate finance, insufficient time, inadequate data and release of information. These factors may have somehow limited the outcome of this research work.
1.8 Definition of Terms
This is any paid form of non-personal presentation of idea, goods or services by an identified sponsor.
These are usually independent business organizations comprised of creative and business personnel, who develop, prepare and place adverts for organizations so as to attract and influence consumers’ behaviour towards a product or service.
This is the person(s) to which the advertisement and products/services are directed. Here they are also known as buyers of a company’s product.
These cover the use of billboards, sign posts, posters, handbills, etc. in communicating the advertising message to the consumers.
These include radio, television, the internet, etc and can be either local or international.
This is usually the strategic location or place where the company’s consumer/buyers are situated or where they go to buy the products/services of their choice. The market place offers different products/services to different consumers.
This is the organization or firm that provides a product or that delivers services for consumer consumption.
This is used to measure the amount, usually in cartoons/crates, etc, of the product being sold at a given point in time. This is commonly used as well with products but it could be as used within a service company.
A relatively minor volume of the advertisement placed in or on public buses, taxis, cars and other commercial vehicles.
This can represent anything a consumer acquires or might acquire to meet a perceived need. The need not necessarily need to be satisfactory. Some product might not satisfy their needs.
This is a process of selling something such as a product, ideas or services. It also covers the number of goods or services sold at a given point in time. (Arowomole, 2001, 17-25)
Summary and Recommendations
This study was carried out to examine the impact of product advertisement on sales volume of companies using Nigerian Breweries Plc as a case study.
On the basis of the findings of this study, it can be concluded that advertising has significant impact on organization sales volume. The study found that advertising has helped Nigerian Breweries Plc tremendously in increasing sales volume and profit respectively. The current study discovered that product advertising has a significant role to play in the sales volume determination and that effective product advertising can lead to significant increase in profitability level of a company and advertising and that the importance of advertising cannot be underestimated in achieving stated objectives especially in this global competitive environment.
Based on the findings, we hereby make the following recommendations:
- Management of companies should engage in electronic advertising so that they can have access to global market.
- Management should ensure that the advertising campaign is such that creates effects on all classes of consumers other than targeting on a selected few.
- Management of companies should embark on companywide awareness of advertising through seminar and workshops to educate and intimate all categories of the employees on the strategy.
- Management of companies should improve budget for advertising every year in order to enable them meet their primary aims and objectives
- Management of companies should continuously evaluate and monitor advertising so as to ensure that the goals and objectives set are achieved.
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