An Appraisal Of Advertising As A Tool For Promoting Sales Of Soft Drinks (a Case Study Of Selected Soft Drinks Company In Kaduna)

The history of advertising is as old as man himself. The story date back to the prehistoric period when man was using town criers, drummers, flute blowing to pass across important information to present day time where, television radio and other print media is now in use. In advertising, its difficult to trace the result of any given advert or an entire campaign to a products or the entire sales volume. It’s as result of this, that the research work was necessitated. 

The objectives of the study was to determine what pattern the advertising message took and its effectiveness; to highlight the various types of media and factors to consider before choosing a media type; to evaluate the effectiveness of advertising through sales and communication research. In line with these objectives, three research questions and two hypotheses were formulated for the study. The design of the study was the descriptive survey. The study was conducted in Kaduna metropolis. The population of the study was 480 comprising 180 staff of 7up bottling company and 300 staff of coca-cola bottling company. Out of this population, sample sizes of 80 respondents were randomly drawn, comprising 40 each for 7up and coca-cola bottling company Kaduna. 

Mean, standard deviation and t-test was used for analysis. The major findings of the study revealed among others that musical messages are now the vogue. Among the most important factors considered in determining a media type to use is cost. In pre-testing activities, most adverts are seen by expert before beaming it to the final consumers. While in post-testing the sales volume level is accepted as the most important post-testing criteria. There was no significant difference in the mean responses of staff of 7up bottling company and coca-cola bottling company on the two hypotheses tested. Recommendations were made, based on the research questions. Among these are that advertiser should look more into other message patterns other than musical. Advertiser should also look more beyond cost as a major determinant in selecting media type.

 

Title page 

Approval page 

Certification 

Dedication

Acknowledgement

Abstract

Table of Content 

Background of the study 

Statement of the problem

Purpose of the study 

Significance of the study

Assumption of the study

Research question

Development of hypotheses

Scope of the study

Definitions of terms

Review of related literatures

Definitions of advertising 

Types of advertising

Objectives of advertising 

Deciding on the advertising budget

Deciding of the advertising media selection   

Deciding on the advertising message

Evaluating advertising effectiveness 

Research design

Area of the study

Population of the study

Sample and sampling technique

Instrument for data collection

Validation of the instrument for data collection

Reliability of the instrument for data collection

Administration of instrument 

Method of data analysis

 

Presentation and analysis of data 

Proof of hypotheses 

Summary 

Conclusion

Recommendations

Questionnaire 

Reference