ABSTRACT
This topic is a study on the Impact of Advertising on Business Profitability (A case study of PZ Plc Lokoja Branch). It is aimed at highlighting the strategies for increasing profits of the business through advertising. Primary data for this study was obtained through the use of questionnaire and was tested using the chi-square test statistic test. The work was summarized followed by find which related the firms can increase the level of patronage of their product through activities poor response finance and time were some of the construction the researcher faced in the conduct of the research. However, this work has shown that advertising is a tool for increasing patronage.
TABLE OF CONTENT
Title page . . . . . . . . . i
Declaration . . . . . . . . ii
Approval page . . . . . . . . iii
Dedication . . . . . . . . iv
Acknowledgement . . . . . . . v
Abstract . . . . . . . . . vi
Table of contents . . . . . . . v
CHAPTER ONE
1.0 Introduction . . . . . . . . 1
1.1 Historical background of PZ Nigeria . . . . 2
1.2 Statement of the problem . . . . . . 3
1.3 Objectives of the study . . . . . . 4
1.4 Statement of hypothesis . . . . . . 5
1.5 Significant of the study . . . . . . 5
1.6 Scope of the study . . . . . . . 8
1.7 Limitations of the study . . . . . . 8
1.8 Definition of the key terms . . . . . 8
CHAPTER TWO: LITERATURE REVIEW
2.0 Definition of advertising . . . . . . 10
2.1 Objective of advertising . . . . . . 10
2.2 Marketing mix and advertising relationship . . 12
2.3 Behavioral science and advertising . . . . 14
2.4 Evaluating issues that affect consumer choice of a
particular advertising medium . . . . . 16
2.5 The principle of effective advertising . . . . 17
2.6 Types of advertising . . . . . . . 19
2.7 Criticism of advertising . . . . . . 20
2.8 Evaluation of effective advertising . . . . . 21
2.9 Regulation of advertising . . . . . . 22
CHAPTER THREE
3.1 Sources of data collection . . . . . . 24
3.2 Population size . . . . . . . . 24
3.3 Sample size . . . . . . . 24
3.4 Method of data collection . . . . . . 25
3.5 Techniques of data analysis . . . . . . 25
3.6 Questionnaire design distribution and collection . . 25
CHAPTER FOUR
4.1 Data presentation . . . . . . . 26
4.2 Test of hypothesis . . . . . . . 31
CHAPTER FIVE: SUMMARY CONCLUSION AND RECOMMENDATIONS
5.1 Summary , . . . . . . . . 34
5.2 Recommendations . . . . . . . 35
5.3 Conclusion . . . . . . . . . 36
Bibliography
Appendix I
