EFFECTS OF ADVERTISING CAMPAIGNS ON MARKETING PERFORMANCE (A STUDY OF NIGERIAN BOTTLING COMPANY PLC, ENUGU)

  • Luke Raymond Godday Niger Delta University
Keywords: Advertising, campaign, marketing, performance

Abstract

ABSTRACT

This study sought to evaluate the Effects of Advertising Campaigns on Marketing Performance, Nigerian Bottling Company Pic, Enugu. The general objective of this study was: to examine the effects of advertising campaign on marketing performance. The study employed descriptive research design using survey method. Data was collected through the primary and secondary source, whileprimary source data were from field survey which is questionnaire, the secondary were from already existing literatures like books and journals. The population here was made of Nigerian Bottling Company customers and consumers, the populationwas non-finite, as such, Fred and Williams formula was used, after pilot’s survey, to find the sample size of 323. The reliability of this study was determined with test and retest method at the value of 0. 83. Data were collated on tables and graphs. Chi-square was used in the test of hypotheses and Statistical Package for Social Sciences (SPSS) was used in the computation. The findings of the study revealed that advertising campaigns had significant effects on organizational performance, advertising media channels had significant influence on brand loyalty, advertising budgets had significant influence as an organization or company, one needs to pay recommends that in order to have a great performance as an organization or company, one needs to pay proper attention on advertising, if enough advertising is not done in an organization,the performance of that organization would be poor.Organizations should know that it is very necessary to evaluate an advertising campaign at the end of every advertising campaign. Organizations should know that an effective advert campaign evaluation is not only on the increase of sales but also on the awareness created and the relationship that has been established with the consumers for repeat purchase.

Author Biography

Luke Raymond Godday, Niger Delta University

DEPARTMENT OF MARKETING

NIGER DELTA UNIVERSITY,

WILBERFORCE ISLAND,

BAYELSA STATE.

References

Abiodun A. O. (2011), The Impact of Advertising on SALES Volume of a product.(A Case Study of Starcomms Pic,) Nigeria: Valkeakoski Degree Programme in International Business Global Market, HAMK University.

Agha, N. (2011). Fundamentals of the Research. Enugu: phyceKerex Publications.

Ferguson, J. K. (2005). Advertising and competition.Cambridge: Theory Management and fact Cambridge.

Giles, 1997, Successful Marketing Technique Approach, Mac-donald and Evans Ltd.

Haruna, M. (2005). Assessment of the effectiveness of advertising as an element ofpromotional tools in marketing.(A study of United Nigeria Textiles Ltd). Zaria, Nigeria: Published Masters in Business Administration (MBA), Ahmadu Bello University, Zaria, Nigeria.

Kamber, T., (2002), The Brand Managers Dilima: Understanding Advertising Expenditures after Sales Growth during the Recession,’ The Journal of Brand Managements, Vol. 1092). Pp. 106-20.

Kazimi, S. H. (2005/ Advertising and sales promotion. U.K: Excel books.

Kotler, P. (2000). Principles of marketing, prentice, New Jersey Hall, Inc.

Kotler, P. (2001). Marketing management.The Millennium Edition, India: Published by Asoke K. Ghosh, Printice-Hall, New Dehhi-Delhi-1100064.

Kotler, P. (2009). Marketing Management.New Jersey: Analysis, planning and control.

Kotler, P. and Keller, K. L. 2005 Marketing Management, Prenctice Hall Private Limited.

Mark, S., Philip, L., and T. (2009). Research Methods for business Students.England: Pearson Education Limited, Edinburgh Gate, Harlow Essex, CM20 2JE.

Meshach, G. G. (2007). “The influence of Radio Advertising on sales volume: An analysis of selected manufacturing firms in Jos’. Journal of management Research and Development.Nasarawa Nigeria: A publication of Department of Business Administration, Nasarawa State University, Keffi Vol. 1 No. 1 June 2007.

Modern, A. R. (2007). Evaluation the effects of advertising and sales promotion campaigns,industrial marketing management. 17 (May), pp. 130.

Nickels W. G Mchugh J.M., McHugh S. M 2000 Understanding Business, U.S.A: International Edition, 5th Edition, McGraw Hill Companies, Inc.

Okpara, G. S. (2002). Contemporary marketing tropical and tropicalized.Enugu: Jacob’s classic publisher Ltd.

Peagan, J. et al (2001). The Impact of Promotion/ Advertising Expenditures on Citrus Sales.Applied Economics Letters, Vol. 8(10)659-63.

Sandage and Rotzoll (2002). Advertising in contemporary society,Columbus.

Published
2019-06-06