THE IMPACT OF TELEVISION ADVERTISING ON MARKETING OF SOFT DRINKS IN ENUGU METROPOLIS. (A CASE STUDY OF FANTA BOTTLED BY NBC)

ABSTRACT

The topic of this study is the impact of television advertising on marketing of soft drinks in Enugu metropolis, a case study of fanta bottled by the Nigeria Bottling company Enugu state. This study was undertaken to discover the challenges confronting the Nigeria Bottling company against effective advertising and marketing of soft drinks in Enugu metropolis, determine the impact of television advertising on the marketing of fanta, find out why consumers prefer television advertising to other forms of advertisement. Four research question were asked which guided and valudated the findings of this study. The population of this study was drawn from the staff, management and distributors of NBC PLC, and the customer that patronize their product and a sample of four hundred was considered for the purpose of this study. The survey design was adopted by the researchers which helped in the method of investigation and collection of data to achieving the objectives of the study. Data collected were presented in tables and analyzed using the mean (x). it was found out that the Nigeria Bottling, company have been effective and efficient to a high extent in the advertising and marketing of soft drinks and other of her products, in Enugu metropolis and in the state generally. It was concluded among other things that television creates awareness of the products, stimulates consumers demand of the products and as a result increases sale and profit maximization by the Nigeria Bottling company. The researcher recommended among other, that the company should take periodic assessment and evaluation on the effectiveness of television advertisement campaign with a view of identifying the possible factors that hinder their effectiveness and take necessary remedial actions for improvement and effective service delivery to the public.      

TABLE OF CONTENTS

CHAPTER ONE:   INTRODUCTION

CHAPTER TWO: REVIEW OF RELATED LITERATURE

Factors that contributed to the 

The role of television advertising in the 

CHAPTER THREE: RESEARCH METHODOLOGY

CHAPTER FOUR: DATA PRESENTATION 

CHAPTER FIVE: DISCUSSION, SUMMARY, CONCLUSIONS AND RECOMMENDATIONS