ABSTRACT

This research work examined the impact of advertisement on Sales volume of a competitive product. The study measures the relationship between advertisement and market share and the effect of advertisement on brandswitching. Data were collected through structured questionnaire. A total of 100 respondents were sampled representing 72.46%. Result revealed that there is a significant relationship between advertisement and market share. It was also found that advertisement has a significant effect with brandswitching. The research recommends that advertisement should focus more on consumer retention.

TABLE OF CONTENT

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vi

List of tables viii

Abstract ix

CHAPTER ONE

INTRODUCTION

1.1 Background Of The Study 1

1.2 Statement Of The Problem 3

1.3 Objective Of The Study 3

1.4 Research Question 4

1.5 Research Hypothesis 4

1.6 Scope and Coverage Of The Study 4

1.7 Limitation Of The Study 5

1.8 Significance Of The Study 5

1.9 Definition Of Terms 6

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE

2.1 Nature Of Advertisement 8

2.2 Concept Of Advertising 9

2.2.1 The Marketing Point Of View 9

2.2.2 The Communication View Point 10

2.3 Scope Of Advertising 12

2.4 Advertising And Sales Relationship 14

2.5 The Role Of Advertising 17 

2.6 Importance Of Advertising 20

2.6.1 Forms Of Advertising 21

2.7.1 Factors That Determine The Choice Of Media 24

2.8. Impact Of Advertising On The Company 25

2.8.1 Sales Volume 25

2.8.2 Delayed Response Advertising: 25 

2.8.3 Sales Promotion 26

2.9 Purpose Of Advertising 26

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction 30

3.2 Research Design 30

3.3 Area Of Study 30

3.4 Population Of The Study 31

3.5 Sources Of Data Collection 31

3.5.1 Primary Sources Of Data 31

3.5.2 Secondary Sources Data 32

3.6 Sample Size Determination 32

3.7 Sampling Technique 33

3.8 Instruments For Data Collection 33

3.9 Method Of Data Presentation And Analysis 33

1.10 Model Specification 33

CHAPTER FOUR

4.0  Data Presentation, Interpretation And Analysis 34

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary 48

5.2 Conclusion 48

5.3 Recommendation 49

References 51

Appendix 53

Questionnaire 54