TABLE OF CONTENTS

Cover page - - - -          -           -          -            - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - iv

Acknowledgements - - - - - - - - v

Table of Contents - - - - - - - - vi

Abstract - - - - - - - - - ix

Appendices - - - - - - - - - x

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study - - - - - - - 1

1.2 Statement of the Research  Problem - - - - - 2

1.3 Research Questions - - - - - - - 4

1.4 Objectives of the study - - - - - - - 4

1.5 Significance of the study - - - - - - - 5

1.6 Scope of the study.    - - - - - - - 6

References - - - - - - - - - 7

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction - - - - - - - - 9

2.2 Profitability level of  a firm.       - - -           -           -             -        9

2.3 Sales Promotion and Profitability Level of a Firm - - - 11

2.4  Advertising and Profitability Level of a Firm - - - - 14

2.5 Personal Selling and Profitability Level of a Firm - - - 17

2.6 Publicity and Profitability Level of a Firm - - - - 20

2.7 Theoretical Framework - - - - - - - 22

2.7.1 The Dynamic Theory of Profitability - - - - 22

2.7.2 Defining Advertising Goals for Measured Advertising Results - 23

2.7.3 Lavidge and Steiner’s Hierarchy-of-Effects Theory - - - 23

References - - - - - - - - - 24

CHAPTER THREE: METHODOLOGY

3.1 Introduction - - - - - - - - 28

3.2 Research design - - - - - - - - 28

3.3 The population - - - - - - - - 29

3.4 Sample Size and Sampling Technique - - - - 29

3.5 Operationalization and Measurement of Variables - - - 29

3.6 Research Instrument - - - - - - - 32

3.7 Sources of data - - - - - - - - 33

3.8 Methods of data analysis - - - - - - - 33

References - - - - - - - - - 34

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS OF DATA

4.0 Introduction - - - - - - - - 35

4.1 Data Presentation and Analysis for Demographic Variables - - 36

4.2 Data Presentation and Analyses for the Research Variables - - 37

4.2.1 Descriptive Statistics of Research Variables - - - - 39

4.2.2 Simple Percentage Test - - - - - - 39

4.2.3 Pearson Correlation Matrix - - - - - - 45

4.2.4 Multiple Regressions - - - - - - - 48

4.3 Reliability and Validity - - - - - - 54

4.4 Discussion of findings - - - - - - 56

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction - - - - - - - - 59

5.2 Conclusion - - - - - - - - 60

5.3 Policy Recommendations/Implementation - - - - 62

5.4 Suggestions for Further Studies - - - - - - 64