ABSTRACT
The study examined advertising as a tool for increasing sales in an organization (A case study of John Holt Ventures Ltd). The research was earned out to ascertain the extent of advertising as a tool for increasing sales.
In order to solve the research problem, four hypothesis were formulated.
The population studied in this research comprised of customer, distributes and relevant management staff of John Holt Ltd and their were 369 using Topman’s formular, 196 using Bourley’s formular and 34 using census exercise respectively.
In the bid to solve the research problem, data were gathered using oral interviews, questionnaires and relevant books were reviewed.
Data collected were analyzed using percentages and tables, the four hypothesis were tested using chi – square (X2) method of testing hypothesis.
From the data analyzed the following were ascertained.
- That advertising message of John Holt influence consumers to continuously patronize the company’s product.
- The quality of John Holts Ltd’s advertisement that influences consumers most to purchase the organizations offering were the ability to gain attention
- Advertising messages used by the company increases the sales volume of the organization
- Both the print and electronic media of advertising used by the company were efficient and effective.
Based on the findings a number of recommendations were made among which were; to improve the advertising content and timing, so that interest will be generated in the consumes, to carryout more advertisement in newspaper since a greater percentage of consumers can afford, or have access to it everyday.
Following the discoveries, it was concluded that advertising increase sales in the organization, therefore it is strongly believed that if John Holt Ltd should carryout the implementation procedures properly, it will help in ensuring sustainable growth and survival of the organization.
TABLE OF CONTENT
COVER PAGE
CERTIFICATE PAGE
ACKNOWLEDGEMENT
ABSTRACT
TABLE OF CONTENT
CHAPTER ONE
INTRODUCTION
1.1 Background of this study
1.2 Statement of problem
1.3 Objectives of study
1.4 Research hypotheses
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of terms.
CHAPTER TWO
LITERATURE REVIEW
2.1 Meaning of advertising
2.2 Types of advertising
2.3 Reasons for advertising / Advertising objectives
2.4 Advertising as a communication process
2.5 Advertising media selection and scheduling
2.6 Measuring advertising effectiveness in John Holt Ltd.
2.7 Advertising and its affection consumer behaviour
2.8 Advertising efficiency in marketing operations of John Holt Ltd.
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Research design
3.2 Sources of data
3.3 Population of study
3.4 Sample size determination
3.5 Sampling techniques
3.6 Research instruments used
3.7 Validation and reliability of research instruments used.
3.8 Method of data treatment and analysis.
3.9 Limitations of the study
CHAPTER FOUR
PRESENTATION ANALYSIS AND INTERPRETATION OF DAPT
4.1 Data presentation and analysis
4.2 Test of hypotheses
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1 Summary of findings
5.2 Recommendations
5.3 Conclusion
5.4 Suggestion for further study
