EFFECT OF ADVERTISING ON SALES PERFORMANCE OF WAPA YOGHURT

EFFECT OF ADVERTISING ON SALES PERFORMANCE OF WAPA YOGHURT

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Nowadays competition among firms has grown stiffer as every firm seeks to achieve their objectives, to enhance performance which can be translated through achieving greater sales and profit. As a result, majority of the companies in the current society are adopting advertising as an effort to boost their profit. The basic goal of any organization is to increase its sales.

Competitive advantage in the market place. Advertising in Nigeria is not a new tool, it has been used in business operations for many years to primarily communicate a particular message. Obviously, it is useless to manufacture goods unless the manufacturer or his agency informs the customers for whom the goods are intended, that the goods are available.

According to Allen and kaufman (2012), advertising is a paid, mass mediated attempt to persuade. By this definition, advertising is paid communication by a company or organization disseminated. In advertising language, the company that pays for advertising is called client or sponsor. If communication is not paid for is not advertising.

Advertising is mass mediated. This means it is delivered through communication medium designed to reach more than one person typically a large number of people. Advertising is a widely disseminated through familiar means-television, radio, newspapers, magazines and other media such as direct mail, billboards, video games, internet etc.

All advertising includes an attempt to persuade. To put it bluntly, advertising are communications design to get someone to do something. Even an advertisement with a stated objective of being purely informational still has persuasion at its core. The advertisement informs the consumers for some purpose, and that purpose is to get the consumer to like the brand, and because of that liking, to eventually buy the brand. However, we can say that for a communication to be classified as advertising, three essential criteria must be met;

              i.        The communication must be paid for.

             ii.        The communication must be delivered to the audience via mass media.

            iii.        The communication must be attempting persuasion.

Advertising is also closely linked with research and public relation, the aim is to achieve a common objective, distribution of good produced.  

Therefore, without advertisement companies cannot achieve their specific objectives of which they were created for. 

1.2 Statement of the Problem

The use of advertising strategies is effective to boost firms’ performance. This is evident from the usage of advertising and the increasing profits on advertising which has been increasing along years.

In Nigeria, most companies are spending money in advertising their products and expect that consumers or those who read the advertisement will react positively towards their products or service brand and hence increase their profitability, however there is no measurement or evaluation of the effectiveness of advertising, whether it is able to boost the sales of the products, or just simple to build brand awareness, to put it in simple term, with the amount of resources poured in for advertising.

Unfortunately, despite the amount of resources used by the marketing department of WAPA Yoghurt, there is dearth of performance on the effect of advertising on sales performance of the company of which this study intends to cover. 

1.3 Objectives of the Study

The central objective of this study is to evaluate effect of advertising on sales performance of WAPA Yoghurt. However, the specific objectives of the study includes the following:

1. To examine the forms of advertising used by the WAPA Yoghurt.
2. To establish the level of sales performance in WAPA Yoghurt.
3. To establish the relationship between advertising and sales level of WAPA Yoghurt.

1.4    Research Questions

The following research questions are designed to the study.

1. What are the forms of advertising used by WAPA Yoghurt?
2. What is the level of sales performance of   WAPA Yoghurt?
3. What is the relationship between advertising and sales performance in WAPA Yoghurt?

TOPIC: EFFECT OF ADVERTISING ON SALES PERFORMANCE OF WAPA YOGHURT

Format: MS Word

Chapters: 1 - 5
Delivery: Email

Number of Pages: 75

Price: 3000 NGN

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