IMPACT OF ADVERT AND PRODUCT PROMOTION ON CONSUMER PREFERENCE (A CASE STUDY OF COCA-COLA IN NIGERIA)

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THE NATURE AND CONSEQUENCES OF JUVENILE DELINQUENCY IN NIGERIA: A STUDY OF ENUGU NORTH LGA, ENUGU STATE

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ABSTRACT

Many people have attempted to produce formulars and philosophies for effective advertising. In any way, this is not only dangerous but also a rather arrogant thing to do, because the formular work only some of the time.

This seems that advertising is the communication of sale propositions; it holds no brief to be funny, or clever. It needs only to achieve reaction on the part of its audience which will lead to a purchase of the products. Present an advertising must conform to certain basic requirements if it is going to achieve this.

This must justly, speak to the right people. This is the fundamental principle of advertising communication accurate audience definition.

Secondly, it must speak to its’ defined audience through appropriate media. As MCluhan says, the medium is the message which means, despite its’ frequent mis-Interpretation, merely that unless you speak through the right channels the message in the world means nothing at all.

Thirdly, the message itself must be appropriate to its audience in several ways. It must bed couched in language which the audience can understand, it must appeal to feelings, either latent or obvious, which the audience is known to have, and it must offer a real benefit expressed in comprehensible terms. Hence the essence of this research work.

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of content

 

CHAPTER ONE

1.0 introduction

• Background of the study
• Statement of research problem
• Objective of the study
• Significance of the study
• Research questions
• Research hypotheses
• Theoretical frame work
• Definition of terms
• Assumption
• Scope and limitation of the study

 

CHAPTER TWO

2.0 Literature review

2.1 Source of literature

2.2 Review of relevant literature

2.3 Summary of literature

 

CHAPTER THREE

3.0 Research methodology

3.1 Research method

3.2 Research design

3.3 Research population

3.4 Research sample

3.5 Instrument for data collection

3.6 Method of data analysis

3.7 Expected result

CHAPTER FOUR

4.1 Data presentation and analysis

4.2 Testing hypothesis

4.2 Discussion of finding and result

 

CHAPTER FIVE

5.1 Summary of the findings

5.2 Conclusion

5.3 Recommendation

Bibliography

Appendix

 

CHAPTER ONE

1.0    INTRODUCTION

1.1    BACKGROUND OR STUDY

The earliest record of activity that could pass for advertising and product promotion dated as far back as the existence of man; Although its identification as a business factor originated from the roman imperial days when hired heralds were used to proclaim, often, state announcement, for a fee.

However, the need to promote one’s goods or services to the primordial ages of man, and only the tactics and the modes have continued to improve with civilization.

Through the ages, from the Roman empire to the Tuareg Caliphate, what today called advertising had been used in different cultures as a boom to man’s major occupation, and commerce. As newer life style evolved so did man’s quest for self sustenance and independence. With these grew the desire to obtain means of livelihood, outside the direct gains from the surrounding society.

With this trend grew trade-first by barter, and later by media exchange, like the talent through time to the cowries, the Manila and today’s currency. Commerce begot competition, and competition begot advertising.

Consequently, advertising is a group of activities aimed at and including dissemination of information in any paid non-personal form concerning an idea, product or service, to compel action in accordance with the intend of an identifiable sponsor Advertising and product promotion is a deliberate means of influencing the consumer to accept a product or reject it through communication in the form of dissemination of information regarding an idea, product or service.

The essence of embarking on advertising by an organization is not far from compelling buying action of a product (Coca Cola) services or the acceptance of idea, to change buying attitude of the consumer to a product sustaining these position dispositions and attaining constant acquisition of the patronage, evaluating and reviewing the above antecedent so as to remain abreast with performance. Because of its salient role in marketing, advertising and product promotion, is viewed as a key marketing support and an inevitable arm of any enterprise that aims at being successful.