EVALUATION OF THE IMPACT OF ADVERTISING ON VOLUME OF SALES (A CASE STUDY OF AMA BREWERIES PLC 9TH MILE CORNER ENUGU)

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ABSTRACT

In this study “Evaluation of the Impact of Advertising on Volume of Sales” all effort was geared towards examining or determining the capability of advertising through the medium of Mass Communication to impact positively on the volume of product sales. Relationship between / among the variables in this study such as educational status, marital statue, age distribution and sex distribution among the respondents were thoroughly examined. The simple survey method was used in conducting and completing this study and questionnaires were prepared and administered randomly to the sample unit of this study comprising of 250 respondents which aided in the generation of relevant adequate data and information for successfully completion of this study. In this study, table and percentage approach was employed for the presentation and analyization of all data generated with all the questionnaires prepared and used for this study and this enhanced the easy comprehension of all data presented in the study. From what was determined through this research work, it was made creditable and totally visible that advertising is adequately capable in promoting the volume of product sales through all the media for Mass Communication.

TABLE OF CONTENTS

Title page ii

Approval page iii

Dedication iv

Acknowledgement v

Abstract vii

Table of Contents ix

CHAPTER ONE

1.0 Introduction 1

1.1 Background of the Study 1

1.2 Statement of Problem 7

1.3 Objective of the Study 8

1.4 Research Question 9

1.5 Research Hypothesis 10

1.6 Theoretical Framework 12

1.7 Significance of the study 12

1.8 Scope of the Study 14

1.9 Limitation of the Study 14

1.10 Definition of terms 16

CHAPTER TWO

2.0 Literature Review 21

2.1 Sources of Literature 21

2.2 Review of Relevant Literature 23

2.3 Summary of Literature 40

References

CHAPTER THREE

3.0 Research Methodology 47

3.1 Research Design 47

3.2 Area of the study 48

3.3 Population of the study 49

3.4 Research Sample 49

3.5 Sample Techniques 50

3.6 Instrument Data Collection 51

3.7 Method of Data Collection 53

3.8 Method of Data Analysis 54

3.9 Expected Results 54

Reference

CHAPTER FOUR

4.1 Presentation and Interpretation of Findings 57

4.2 Data Presentation and Analysis 57

4.3 Discussion of Results 74

References

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation

5.1 Summary of Findings 77

5.2 Conclusion 83

5.3 Recommendation 84

5.4 Bibliography 77

Appendix 79

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EVALUATION OF THE IMPACT OF ADVERTISING ON VOLUME OF SALES (A CASE STUDY OF AMA BREWERIES PLC 9TH MILE CORNER ENUGU)

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