ADVERTISING: AN EFFECTIVE PROMOTIONAL TOOL FOR MARKETING NEW PRODUCTS ( A CASE STUDY OF NASCO MARKETING COMPANY)
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ABSTRACT
Promotional mix variables differ in effectiveness in generating consumer interest and influencing purchase decision. In this study, an attempt is made to evaluate the effectiveness of advertising, one of the promotional mix element used by NASCO group of companies, Jos. Current, NASCO household products are market leaders in most part of the country . this study reveals the extent to which advertising is considered a central in delivering the company’s corporate objectives. The population for this study consist of (1,000) out of which a sample size of one hundred and Ten (110) is chosen for this study. In addition the following hypothesis have been tested and proven in this project:Ho: Advertisings is insignificant in the new product development and marketing process especially in NASCO group of companies Jos. H1 Advertisings is significant in the new product development and marketing process especially in NASCO group of companies Jos. Based on the test carried out using the chi-square techniques the calculated x2 hypothesis has a higher rating of 15.3, than the tabulated value and thus H1 is accepted. The study further found that despite the important role of advertisings in influencings customer purchase decision on NASCO products, the over reliance on TV commercial advertising is not ultimate as other advertising media are also important in a competitive marketing environment like Nigeria. It is thus, recommended that urgent steps must be taken to asses media preferences of consumers with a view to adopting other effective media strategy for the company.
TABLE OF CONTENTS
Cover page
Title page
Certification – – – – – – – –
Dedication – – – – – – – –
Acknowledgment – – – – – – –
Abstract – – – – – – – – –
Table of content – – – – – – –
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study – – – – –
1.2 Statement of the problem – – – –
1.3 Objective of the Study – – – – –
1.4 Significance of the Study – – – – –
1.5 Research questions – – – – – –
1.6 The Scope of the study – – – – –
1.7 Limitation of the study – – – – –
1.8 Definition of terms used in the study – –
1.9 Organization of the study – – – – –
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction – – – – – – –
2.2 Concept of Budget and Budgetary control –
2.3 Types of Budget – – – – – –
2.4 Merit and Demerit of Budgeting and Budgetary Control – – – – – – – –
2.5 Characteristics of a Budget – – – –
2.6 Budget Organization and Administration – –
2.7 Budget Preparation – – – – – –
2.8 Zero Bases Budgeting (ZBB) – – – –
2.9 Budget processes and Human behaviour – –
CHAPTER THREE: RESEARCH DESIGN AND PROCEDURES
3.1 Introduction – – – – – – –
3.2 Area of the study – – – – – –
3.3 Population of the Study – – – – –
3.4 Sample and sampling techniques – – –
3.5 Sources of data – – – – – –
3.6 Method of Data Collection – – – –
3.7 Method of Data Analysis – – – – –
CHAPTER FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
4.1 Introduction – – – – – – –
4.2 Data Presentation – – – – – –
4.3 Data Analysis and Interpretation – – –
4.4 Discussion of Findings – – – – –
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Introduction – – – – – – –
5.2 Summary – – – – – – –
5.3 Conclusion – – – – – – –
5.4 Recommendation – – – – – –
References – – – – – – –
Appendix – – – – – – – –
