ABSTRACT

I am writing this project in attempt to investigate on the significance of advertising to business organizations, emphasis on Unilever Nigeria plc, Apapa. In accomplishing the purpose of the study, the followings shall be looked into:

In chapter one, we shall look into background of the study, statement of problem, aims and objectives of the study, research questions, significance and need of the study, limitation and delimitation as well as definition of key terms.

Chapter two deals with literature review “definition of advertising, historical background, types of advertising, aims and objectives of advertising, developing an advertising campaign, advertising media and importance of advertising.

Chapter three deals with research methodology research design, which are population and sample size, source of data,   method of collection, data analysis and validity and reliability of instrument. 

Chapter four deals with presentation analysis and interpretation of data. It involves presenting data collected, analyze those data and make use of it.

Chapter five contains summary of findings, conclusion and recommendations. This project work will be prepared in a way that all will be useful for business organizations and academicians.

TABLE OF CONTENTS

Title Page - - i

Certification - - ii

Dedication - - iii

Acknowledgment - - iv-v

Abstract - - vi-vii

Table of Contents - - viii-

CHAPTER ONE

1.0 Introduction - - 1

1.1 Background of the study - - 1

1.2 Statement of the study - - 3

1.3 Objective of the study - - 4

1.4 Research questions - - 5

1.5 Significance/need of the study - 6

1.6 Limitation and delimitation of the study - 7

1.7 Definition of terms - - 9

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.0 Introduction - - 11

2.1 Historical Background - - 13

2.2 Definition of advertising - - 15

2.3 Aims and objectives of advertising - 16

2.4 Types of advertising - - 17

2.5 Developing an advertising campaign - 20

2.6 Advertising media - - 26

2.7 Importance of advertising - - 30

CHAPTER THREE: RESEARCH METHODOLOGY

3.0 Introduction - - 33

3.1 Population and sample size - 33

3.2 Sources of data - - 34

3.3 Instrument used for data analysis - 35

3.4 Methods of data collection - 35

3.5 Methods of data analysis - 37

3.6 Validity and reliability of instrument used 38

CHAPTER FOUR: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.0 Presentation of data - - 40

4.1 Analysis of data - - 41

4.2 Interpretation data - - 59

4.3 Discussion of findings - - 59

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.0 Summary of findings - - 62

5.1 Conclusion - - 63

5.2 Recommendations - - 64

Bibliography - - 67