ABSTRACT
This study was carried out by the researcher to examine and ascertain the role product advertising plays on sales volume of companies. The study examines the twin problems of inconsistency and inflexibility in the advertising policy of companies. The researcher used the survey research design to execute this study. The population used by the research or for this study consisted of all the workers of the Nigerian Breweries Plc. At 9th mile corner, Ngwo in Enugu State. The researcher used the systematic simple random sample techniques to select the sample used for the study.
The researcher used the Yaro Yainene’s formular for sample size determination to determine the sample size for the studyThe researcher used the measurement tool (the questionnaire) as the major data collection instrument for this study.Out of the 119 questionnaires administered by the researcher, 112 were returned and percentages to present and water interpret the data they generated for this study while they used the test for questionnaire content.
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
Advertising is one of the four promotional tools companies use to direct persuasive communications to consumers or buyers and the general public. Advertising policy constitutes such an important strategy in the marketing programme of companies that its negligence could spell down for companies. Generally speaking, companies exist to produce and market products. This objectives cannot be actualized if the manufactured products are not brought to the knowledge of the consuming public. If the consumers and the general public are not informed and educated on the needs and wants, some products could satisfy; they will definitely stay clear of the products.
Against this background, product advertising focuses on projecting the image and marketability of products in such manner that will make them acceptable to the customers and buyers. Odunsi (1998:19) noted the important of product advertising when he stressed that growth being recorded in the advertising field is connected with its potentiality to enhance the acceptability and marketability of companies’ products. Product advertising has helped so many companies to revive and reposition some of their products which have almost reached the decline stage in their life cycle.
Furthermore, the continuous existence, survival and growth of companies to some extent depend on the performance of their products and the level of their sales volume. The fact still remains that for a company to declare profit and possibly grow, its sales volume must be high. For its sales volume to be high, its product must be acceptable to the consumers hence giving rise to their high demand.These can only be achieved when these products are made known to the buyers through advertising. Product advertising as stressed by Udeagha (1995:219) is an effective promotional tools that will not only inform and educate buyer or consumers about a company’s products, but highly significant in achieving the targeted sales volume of the company.