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ABSTRACT

 

The study examined advertising as a tool for increasing sales in an organization (A case study of John Holt Ventures Ltd).  The research was earned out to ascertain the extent of advertising as a tool for increasing sales.

 

In order to solve the research problem, four hypothesis were formulated.

 

The population studied in this research comprised of customer, distributes and relevant management staff of John Holt Ltd and their were 369 using Topman’s formular, 196 using Bourley’s formular and 34 using census exercise respectively.

 

In the bid to solve the research problem, data were gathered using oral interviews, questionnaires and relevant books were reviewed.

 

Data collected were analyzed using percentages and tables, the four hypothesis were tested using chi – square (X²) method of testing hypothesis.

 

From the data analyzed the following were ascertained.

• That advertising message of John Holt influence consumers to continuously patronize the company’s product.
• The quality of John Holts Ltd’s advertisement that influences consumers most to purchase the organizations offering were the ability to gain attention
• Advertising messages used by the company increases the sales volume of the organization
• Both the print and electronic media of advertising used by the company were efficient and effective.

 

Based on the findings a number of recommendations were made among which were; to improve the advertising content and timing, so that interest will be generated in the consumes, to carryout more advertisement in newspaper since a greater percentage of consumers can afford, or have access to it everyday.

 

Following the discoveries, it was concluded that advertising increase sales in the organization, therefore it is strongly believed that if John Holt Ltd should carryout the implementation procedures properly, it will help in ensuring sustainable growth and survival of the organization.

 

 

CHAPTER ONE

INTRODUCTION

• Background of this study
• Statement of problem
• Objectives of study
• Research hypotheses
• Significance of the study
• Scope of the study
• Definition of terms.

 

CHAPTER TWO

LITERATURE REVIEW

• Meaning of advertising
• Types of advertising
• Reasons for advertising / Advertising objectives
• Advertising as a communication process
• Advertising media selection and scheduling
• Measuring advertising effectiveness in John Holt Ltd.
• Advertising and its affection consumer behaviour
• Advertising efficiency in marketing operations of John Holt Ltd.

 

CHAPTER THREE

RESEARCH METHODOLOGY

• Research design
• Sources of data
• Population of study
• Sample size determination
• Sampling techniques
• Research instruments used
• Validation and reliability of research instruments used.
• Method of data treatment and analysis.
• Limitations of the study

 

CHAPTER FOUR

PRESENTATION ANALYSIS AND INTERPRETATION OF DAPT

• Data presentation and analysis
• Test of hypotheses

 

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

• Summary of findings
• Recommendations
• Conclusion
• Suggestion for further study

 

CHAPTER ONE

1.1     BACKGROUND OF THE STUDY

Every organization has the need to increase sales volume in order to yield maximum profit to the organization; at the same time to create awareness of the products of the organization and finally convince customers to make purchases commitment to the organizations brand of products.

 

Advertising basically as an integral part of the marketing program, has long been recognized as a means of spreading information to the various sectors of the economy for accomplishing various marketing goals.

 

It is a means by which an organization makes known to the public what it wants to sell or buy.  Advertising messages also enlighten the consumes on the usefulness of a product, services or idea and consequently create in the consumer a desire to procure such product or act favorably towards such services or idea.

 

By itself, advertising is a vital marketing tool that helps to sell goods services, images and ideas through information and persuasion (Ebue, 1995:53) he also maintained that many firms allocate the largest share of the promotional budget to advertising as an indication of its vital role in the sale of products.  Basically, the aim of advertising is to stimulate the need awareness of a product, convince the customer and finally lead them to act, (making purchase) which consequently, increases the sales volume in an organization.  Therefore, advertising is a very powerful marketing communication tool for increasing sales in an organization thus, it becomes imperative that every profit or non profit oriented  organization needs to advertise in order to achieve the main bottom live of being in business.

 

This study is an effort to determine the extent in which advertising has contributed to the awareness, persuasiveness of the firms products or brands and in tarn increase sales in John Holt Ventures Ltd Okpara avenue Enugu.

 

John Holt Ventures as a business outfit at about 1827 in liver pool and later developed into a group of companies.  John Holt was incorporated in Nigeria in 1910 as a buying out fit, manufacturers and distributors, sales and services of machninees, industrial equipments and other items like motor cycles, generators, speed engine boats etc.

 

John Holt Ventures Ltd has branches all over the nation and used advertising in getting them products across to their numerous customers.

 

1.2     STATEMENT OF PROBLEM

John Holt Ventures Ltd is the leader in the distribution, sales and serving of machineries and industrial equipment in Nigeria and has remained successful in business since its