Mendoza, Ferdinand Ennyl C.

MARN11B
DISTRIBUTION MANAGEMENT
BSBA – MM 301
Abstract Market Research Study
THE EFFECT OF PRODUCT ADVERTISING ON A COMPANY’S SALES
VOLUME

Authors
- Adekoya Olusola
Problem
- In spite of the invaluable role of product advertising in achieving the sales
volume target of companies. It still grapples with some problems that need
to be addressed. It is sad to observe that most companies operating in
Nigeria are still inflexible and reluctant to be courageous in their advertising
policy. They are so scared of contracting advertising jobs to advertising
agencies to handle their sales volume target.

Objective
- The objective of every company is to achieve its sales volume target
because, if achieved other performance indicates like growth and
entertainment. As a company that has been in the business of leisure,
pleasure and fun for over 50 years, 7-up bottling company Ltd has been a
major force in the entertainment industry through a vigorous music
sponsorship programs. The underlying philosophy is to bring world classes
entertainment to Nigeria to support the role of our brands.
Research Design
- As earlier pointed out in this study, product advertising is one of the vital
tools used by companies to promote the sale of their products. Its importance
 in creating immediate impact on the buying attitude of the consumers as well
as in generating demand cannot be over-emphasized.
Samples
- Advertisement: This is nay paid form of non-personal presentation of ideas,
goods and services by identified sponsor, this involves the use of mass
media.
- Products: This is defined as a bundle of benefit that tend to satisfy the
individual needs and wants, it can be tangible or intangible product.
Results
- The study focuses on the advertising policy of the company as it affects it
sales volume. Other issues discussed in the study include the types of
advertisement and media used by the 7up bottling company Ltd. In carrying
out its product advertising policy the level of commitment of the company
towards advertising its products, the impact of the company advertising
policy on its growth and profitability, and the problems militating against the
company efforts to implement its advertising policy.
Analysis
- The researcher encountered some difficulties in extracting some vital
information from the respondents used for this study, who were mainly staff
of the 7up bottling company Ltd. These respondents were initially Tio stile
to the researcher, hence declining to her question. They were too reserved
for the fear of disclosing some business secrets to the researcher, who they
wrongly believed could use some disclosed information against the
company.
Reference
- https://www.theseus.fi/bitstream/handle/10024/34928/
Adekoya_Olusola.pdf.pdf
- https://iproject.com.ng/marketing/the-effect-of-product-advertising-on-a-
companys-sales-volume/index.html