The effect of product advertising on a company's sales volume. (A case study of 7up bottling LTD 9th mile corner, Enugu State).
The major aim of this project is to demonstrate the impact of advertising on the sales and profit of a business organization taking 7up bottling company Nigeria Limited as a case study. Advertising is any personal paid form of non-personal information which 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. It is therefore imperative that key personnel in departments that are directly involved to be carefully selected and positioned to ensure continuous success. In recognizing the role advertising can play a growing number of
companies and establishments have to embark on a nationwide advertising campaign. Advertising campaigns obviously informed by depressed consumer demand, thrive by persuading the consumer on the need for consumptions. At the completion of this research work, the impact of advertising at 7up bottling company was clearly defined and it should have become a continuous
practice for Nigerian Breweries
1.1 BACKGUND OF THE STUDY
Advertising is one of the promotional tools companies use todirect persuasive communications to consumers or buyers and the general public. advertising policy constitutes such an important strategy in the marketing program of companies that its negligence could spell down for companies. generally speaking ,companies exist to produce and market product. This objectives cannot be actualized if the manufactured product are not brought to the knowledge of he consuming public.
against this background, product advertising purposes on projecting the image and marketability of the products in such manner that will make them acceptable to the customers.
Odunsi (1998:19) noted the important of product advertising when he stressed that growth being recorded in the advertising field is connected with its potential
to facilitate the distribution of its products. The products of the company are seen and known in every mook and Granny of the southern part of this country, as well as in some northern states.
1.2 STATEMENT OF THE PROBLEM
The objective of every company is to achieve its sales volume target because, if achieved other performance indicates like growth and entertainment. As a company that has been in the business of leisure, pleasure and fun for over 50 years, 7-up bottling company Ltd has been a major force in the entertainment industry through a vigorous music sponsorships programmes. The underlying philosophy is to bring world classes entertainment to Nigeria to support the role of out brands.
International star like Naught Nature, usher, Shagy and Awilo have thrilled Nigeria live in recent time courtesy Nigerian.
In addition, product advertising enhances the response of potential buyers to an organization and its offerings. This it does by providing information, channelizing desires and by supplying reasons for preferring the product being projected. In spite of the invaluable role of product advertising in achieving the sales volume target of companies. It still grapples with some problems that need to be addressed. It is sad to observe that most companies operating in Nigeria are still inflexible and reluctant to be courageous in their advertising policy. They are so scared of contracting advertising jobs to advertising agencies to handle their sales volume target. Now with the commissioning of its new ultra-modern brewery in Ama Enugu State, unique for its size, design and they are still set to impact even more positively in the lives of Nigerians. Besides, the company is contracts more man one advertising agency of any given point in time. This means it difficult to spend same reasonable money on advertising. This is now becoming a common feature in the soft drink industry. For instance, are hardly hears of advert concerning old beautiful product like maltex and vita malt. This should be affecting their sales volume target. Finally, the product advertising policy of the company is not so effective as to enable it have some impact on the company's sales volume. Some companies do choose some wrong and ineffective media to execute the advertising policy, hence achieving nothing at the end of the day. All these afore-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 PURPOSE OF THE STUDY
The broad objective of this study is to examine the major effect of product advertising on sales volume. Other operational objective of the study includes the following:
i. To identify the common media of advertising used in the advertising industry.
ii. To identify the common form of advertising being used in the brewery industry,
iii. To identify how committed breweries are towards advertising their products.
iv. To examine the impact of product advertising on the buying attitude of buyers.
v. To examine the effect of product advertising companies.
vi. To examine the relevant of product advertising in product survival and performance.
vii. To identify' some problems militating against the effective implementation of product advertising in brewing
viii. To make some recommendations based on the finding of the study.
1.4 SIGNIFICANCE OF THE STUDY
As earlier pointed out 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 buying 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 important functions of advertising to companies. It will further inveil some unique qualities of advertising. Its types and its objective to 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 this study will help them.
Restructuring and reformlative it with a view to achieving their objective of increasing demand for their products, actualizing their sales volume target.
More so, 7 up companies will appreciate the information content to this study, because it will help them to choose appropriate forms of advertising and media to use in implementation their advertising policy.
Further, advertising agents will equally benefit 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 liaising with company in order to formulate and implement effective product advertising policy of them.
Finally, other researchers and academicians will derive some benefits from them carry out further research on the subject of this study.