RESEARCH PROPOSAL
The essence of embarking on this research is to examine and determine the competence of advertising in influencing the volume of sales with respect to products of Ama Breweries Plc. Ninth Mile Corner, Enugu which is the case study of this research work.
In the light of conducting this study many efficient methods and solutions would be derived which will show how advertising assist a lot in sales promotion.
In carrying out and fully completing this study, various techniques and strategies would be employed that will assist in data and information generation for the study and as a result, this research work will be cartegorised into five but inter-related chapters.
Chapter one will treat the introductory aspect of this study which will highlight background of the study, statement of the research problem, objectives of the study, significance of the study, research questions, research hypothesis, theoretical framework, scope of the study, limitations of the study and definition of terms used in the study.
Chapter two will handle literature review, its sources and summary; this will encompass the studying of all necessary documents, books journals, magazines, newspapers and the use of internet for the generation of data and solid information that will assist in successfully completing this study.
Chapter three will treat the research methodology employed in conducting this study. It will border on the research design, area of study, research population, research sample, sampling technique, instrument of data collection, method of data collection, method of data analysis and the expected results after completing the study.
Chapter four will treat the presentation and interpretation of findings aimed at while conducting this study. It will highlight points like data presentation and analysis of research questions/hypothesis and discussion of results generated after completing the study.
Chapter five will handle summary, conclusion and recommendations for further studies.
INTRODUCTION
Advertising normally is centrally based on the communication of information to a specific number of audience in order to influence their individual decision about something. A lot has been written in the concept ‘Advertising’. It has been viewed as a communication process, marketing process, economic and social process, public relations, information and persuasion process depending on the point of view and area of the individual defining it.
In respect to this study-evaluation of the inpact of advertising on volume of sales (A case study of Ama Breweries Plc. Ninth Mile Corner Enugu) the term ‘Advertising’ would be analysed within the point of view of advertising as influencing people and promoting ideas, advertising as an aid to product sale and advertising from a marketers point of view.
Advertising as a means of influencing people and promoting ideas is seen as anything used to direct peoples desire favourably towards something which is usually designed to promote ideas, a product of services presented in a variety of media which includes, radio, television, newspaper, journals, magazines, bill-boards e.t.c.
Advertising from the marketers point of view is the use of paid space in any publication or time in a television, radio or cinema in form of paid space in journals etc. which is usually in the context of persuading people to take a particular course of action or to reach a point of view. But advertising as an aid to product sale which is a point of view totally related to the core of this research work –Evaluation of the impact of advertising on volume of sales; it is seen as any form of publication and visual information aimed either directly or indirectly in promoting/enhancing the sale of a particular product or services within and outside the community where such product is available to the people.