Research Project On Marketing For HND

CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Advertising is not undertaken by management just for fun or to keep products or services. It is
principally involved in persuasion or advocacy even apparently just giving us information, using
media that are paid for it to get through to the mass audience with the identity of the advertisers
being clear. Advertising has the mandate to sell the advertiser’s goods and help the consumers to
shop wisely. Similarly, of all marketing weapons, advertising has leading impact on viewers
mind, as its exposure is much more felt (Kate, 2017).
It is noted that for any promotional activity to be regarded as an advertisement, it must be paid
for. Genuinely, it is the approach organizations use to create awareness of their items and
develop new items known to new and potential customers. The advertisements can increase the
customer, based on the persuasion language used. Companies have to remain known to the
public to increase their sales.
Advertising is any paid kind of non-personal presentation and promotion of ideas, goods, or
services by a particular sponsor. Shawn (2018) noted that there are different types of advertising,
such as informative, persuasive, contrast and reminder advertising. Informative advertising is
used to notify customers regarding a new product, service, or future or create primary demand. It
defines available products and services, corrects misconceptions, and creates a picture of the
firm. Advertising might be done via print media, which consists of newspapers, magazines,
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brochures, audio media like radio, and visual media like billboards and television (Kusuma,
2020).
Advertising is a component of promotional mix, which is used to create awareness about
products and services for taking purchase decisions (Akinrosoye, 2014). Advertisement evolves
date back in the ancient times. Different societies used different types of symbols for the
promotion of the products and services for attracting consumers.
Sales performance describes the trend of collections in terms of revenue when comparing
different periods (MC Cathy, 2014). The sales may be in form of offering products or services to
consumers. A service is any activity or benefit that one party can offer to another that is
essentially intangible and does not result in ownership of anything (Kotler and Armstrong,
2010). Sales volume is the core interest of every organization and is based on sales and profit.
When volume goes up profits rises and management in organizations is made easier. In an
industrial and free competitive market economy, where the interplay of economic variables
dictates the market, the problem of survival of business becomes a very nightmarish one for
producers and manufacturers. The singular desire of manufacturers becomes how to create
awareness and market for their goods. Advertising is then one strategy that fulfils the desire
completely. The desire to be buoyant in business and to increase profit has given advertisement
an irrevocable reputation.
1.2 Statement of the Problem
Organisations wishing to survive in today's competitive world have to good sales productivity to
survive and thrive, and one way organisations can to get the best sales from its staff to satisfy the
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needs of the sales staff, given it’s the associated innumerable benefits such as it leads to sales
staff giving effective service delivery customers, it gives the organisation a competitive age over
its competitors, (Balunywa, 2016).
Unfortunately, wholesalers of Coca-cola products in Ede north, face competition from other soft
drinks on the market such as Pepsi Cola products, American cola products, Bigi products,
mention but a few. Failure to have best sales productivity from coca cola, leads to several
undesirable outcomes such as poor service delivery, poor company performance and consequent
failure.
Despite its efforts in advertising regularly the sales of Coca-Cola, Nigerian Bottling Company
industry have not improved to the desired targets. Consumers are of different personalities which
includes; age, sex, social background, culture, religion, academic background among other
influence their need and taste. Some consumers by the virtue of their age or social status prefer
bitter drinks to any sugary substances and vice versa and therefore influence their buying habits.
Similarly, many advertisers and advertising agencies indulged in illegal advertising such as
exaggeration of what their product is capable of doing in order to draw consumers to it while
some advertisement adopted editing effect to present what their product cannot do.
Lastly, coca-cola competitor’s products have aggressively embraced on the idea to get best sales
from performance, which puts coca-cola products survival at risk. Hence, the need for this study
to assess advertising effectiveness on the sale of Coca-cola products.
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1.3 Research Questions
The researcher asked the following questions:
i. Does advertising have any effect on the sales of Coca-cola products in Ede North?
ii. Is there any relationship between advertising and sales of Coca-cola products in
Ede North?
iii. To what extent does advertisement of Coca Cola drink influence consumers in
Ede North?
iv. Does advertising affect organizations sales volume?
1.4 Objectives of the Study
The general objective of this study is to assess advertising on the sale of Coca-cola products in
selected wholesalers’ outlets in Ede North. Other specific objectives of the study are:
i. To examine if advertising have any effect on the sales of Coca-cola products.
ii. To determine if there is any relationship between advertising and sales of Coca-cola
products.
iii. To know what extent does advertisement of Coca Cola drink influence consumers.
iv. To examine if advertising affects organizations sales volume.
1.5 Hypotheses of the Study
The researcher formulates the following hypotheses based on the objectives of the study.
Ho1: There is no significant relationship between advertising and the sale of Coca-cola products.
Ho2: Advertising has no effect on organizations sales volume.

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1.6 Significance of the Study
This study will be of significant importance to organizations, their management, sales
department, educational and research institutions. This research will be of help to any
organization that wants to use advertising to increase the awareness of their brand, product or
service which will lead them to patronize their products thereby helping the organization to
maximize their profit.
It will also be of great importance on educating consumers about how a product or service is
used and how it can be of a help to them and what your brand stands for.
This study will also help any organisation on how to acquire new customers for business growth
because advertising can help an organisation reach more people within your target audience with
messaging that appeal directly to them.
Lastly, this study will also be of academic value to both student and other researchers that would
wish to further an investigation towards this area of study in the future.
1.7 Scope of the Study
Advertising is often regarded as the most important means of marketing a company’s products
and services. For the purpose of this study, the scope is to communicate a message to current
customers or potentially target new customers. It helps a company get a message or a piece of
information across to their customer base regarding a new product or service. The study will
cover an empirical examination on the researchers’ topic “assessing advertising effectiveness on
the sale of Coca-cola products in selected wholesalers’ outlets in Ede North” using Coca-cola
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Depot Ede, Osun state as its case study. In this study, the meaning of advertising, products,
wholesalers, advertising and sales of Coca-cola products is hereby covered in this research work.
1.8 Definition of Terms
Advertising: This is any paid form of non-personal presentation of idea, goods or services by an
identified sponsor.
Advertising Agencies: These are usually independent business organizations comprised of
creative and business personnel, who develop, prepare and place adverts for organizations so as
to attract and influence consumer’s behaviour towards a product or service.
Consumer: This is the person to which the advertisement and products/services are directed.
Here they are also known as buyers of a company’s product.
Sales Volume: This is used to measure the amount, usually in cartoons/crates etc. of the product
being sold at a given point in time, this is commonly used as well with products but it could be as
used within a service company.
Sales: This is a process of selling something such as a product, ideas or services. It also covers
the number of goods or services sold at a given point in time.
Market: This is usually the strategic location or place where the company’s consumer/buyers
are situated or where they go to buy the products/services of their choice, the market place offers
different products/services to different consumers.
Producer: This is the organization or firm that provides a product or that delivers services for
consumer consumption.
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CHAPTER TWO
LITERATURE REVIEW
2.1 Conceptual Review
2.1.1 Advertising Concept
Advertising dates back to the very beginning of recorded history. The Romans painted walls to
announce gladiators fight. During the Golden Age in Greece cities, criers announced the sale of
slaves, cattle and other goods, such as pottery. As the person’s reputation spread by word of
mouth, buyers began to look for his special mark, just as consumers look for trademark and
brand names today. (Lears, 2018). Egyptians used papyrus to make sales messages and wall
posters. Commercial messages and political campaign displays have been found in the ruins of
Pompe and ancient Arabia. Lost and found advertising on papyrus was common in Ancient
Greece and Ancient Rome. Wall or rock painting for commercial advertising is another
manifestation of an ancient advertising form, which is present to this day in many parts of Asia,
Africa, and South America. The tradition of wall painting can be traced back to Indian rock art
paintings that date back to 4000 BC. History tells us that out-of-home advertising and billboards
are the oldest forms of advertising. (Harper, 2019).
As the towns and cities of the Middle Ages began to grow, and the general populace was unable
to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image
associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle
or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts
and wagons and their proprietors used street callers (town criers) to announce their whereabouts
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for the convenience of the consumers. The turning point in the history of advertising came in the
year 1450 when Johann Gutenberg invented the printing press. Advertisers no longer had to
produce extra copies of a sign by hand. The first printed advert in English language appeared in
1478. (Wendel, 2019).
Advertising had its greatest growth in America primarily because of mass industrial production
causing a surplus, and hence the need to persuade consumers to buy more. The invention of the
radio and later the television created two more amazing media for the spread of advertising.
Much of the early history of advertising in Nigeria largely centers on the activities of the
offshoots of multinationals such as Unilever and its advertising agency, LINTAS. A more
vigorous industry emerged much later with first major impetus being provided by the Nigeria
Enterprise Promotion Decree of 1972 otherwise known as Indigenization decree. The decree had
provided for advertising as a whole business with exclusive ownership reserved for Nigerians.
Nigerians were suddenly thrust into the position of major drivers in the industry even when they
were not ready to assume such post.
Advertising as a concept, can be defined as a form of communication through the media about
product, services, ideas, personalities or organizations, paid for by an identified sponsor (Okunna
2018). Advertising is any paid form of non-personal communication about an organization or its
product to a target audience through a mass/broadcast medium by an identified sponsor. It should
be observed that for any promotional activity to be called advertisement it must be paid for. In
the real sense, it is the method used by companies for creating awareness of their products, as
well as making new products known to the new and potential consumers.
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Awofadeju (2018) gave a more widely accepted definition of advertising as the non-personal
communication of information, usually paid for any usually persuasive in nature about products
(goods and services) or ideas by an identified sponsor through various media. It is an exciting,
dynamic, and challenging enterprise. It is often a persuasive communication in that it tries to
persuade the reader, the listener or the viewer to take to the sponsor’s own point of view and also
to take some appropriate action. It is not personal or face to face communication rather it is
directed to a group of people. According to the understanding of Advertising Practitioners
Council of Nigeria (APCON) “advertising is a form of communication through the media about
products, services or ideas, paid for by an identified sponsor”.
Arens, (2019) defined advertising ”as the non- personal communication of information usually
persuasive in nature, about products, services or ideas by identified sponsor through the various
media”., also defined it as a controlled, persuasive communication of information usually paid
for by identifiable sponsor(s), about products, services or idea and disseminated through the
media to a target group. Thus, advert must contain information i.e. messages for the intended
consumers. Daramola (2018) noted that the style of presentation usually identifies the message as
an advert.
All these explains advertising as a non-personal message meaning there is no personal
interaction between the advertiser and the audience except in the case of personal selling where
there is face-to –face presentation and promotion of the product or services by the sales person. It
is usually delivered through a media and often viewed as the intrusion. It is also paid for by an
identified sponsor. This reflects the fact that the space or time for an advertising messages
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generally must be bought by a sponsor. Advertising plays a vital role not only to the agencies
that practice it but to the manufacturers, media and customers.
Advertising serves as a potent tool for capturing attention, building brand awareness, and driving
customer engagement. In this digital age, where consumers are bombarded with countless
messages, understanding the intricacies of advertising on sales and harnessing its power has
become more crucial than ever.
i. Building Brand Awareness: Advertising acts as a catalyst for establishing brand identity
and recognition. By strategically placing advertisements across various media channels,
businesses can create a strong presence and ensure that their target audience becomes
familiar with their products or services. Through consistent messaging and compelling
visuals, advertising cultivates brand awareness, making it easier for consumers to identify
and remember a particular brand amidst a sea of competitors.
ii. Targeted Reach: One of the remarkable advantages of advertising is the ability to
precisely target specific demographics and reach the intended audience. Whether it’s
through social media platforms, search engine marketing, or programmatic advertising,
businesses can tailor their advertisements based on factors like age, location, interests,
and online behavior. This targeted approach ensures that the message reaches individuals
who are more likely to be interested in the offerings, optimizing marketing resources and
increasing the chances of conversion.
iii. Driving Consumer Engagement: Effective advertising goes beyond mere exposure; it
strives to engage consumers on a deeper level. By crafting compelling narratives,
captivating visuals, and interactive experiences, advertisers can elicit emotional

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responses, spark curiosity, and encourage active participation from the audience.
Engaging advertisements can generate buzz, initiate conversations, and inspire consumers
to share their experiences with others, leading to an amplified brand reach and increased
customer loyalty.
iv. Influencing Purchase Decisions: At its core, advertising aims to persuade and influence
consumer behavior. By highlighting the unique value propositions, benefits, and
competitive advantages of their offerings, advertisers can shape the perception of a brand
in the minds of consumers. Carefully crafted advertisements can tap into the desires,
aspirations, and pain points of the target audience, creating a persuasive narrative that
drives them toward making a purchase. Effective advertising can establish trust,
showcase credibility, and ultimately sway consumer choices in favor of a particular
brand.
v. Measuring and Optimizing Results: The digital landscape has revolutionized the way
advertising effectiveness is measured. With sophisticated analytics tools and data-driven
insights, businesses can track and analyze the impact of their advertising campaigns in
real time. Key performance indicators such as click-through rates, conversion rates, and
return on investment (ROI) enable advertisers to assess the success of their strategies,
identify areas for improvement, and optimize their future advertising endeavors for better
results.
In a competitive marketplace, advertising serves as a formidable tool for businesses to stand out,
establish a strong brand presence, and connect with their target audience. By leveraging the
power of advertising, companies can drive growth, generate sales, and build long-term customer
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relationships. However, it is essential to understand the ever-evolving advertising landscape, stay
attuned to consumer preferences, and adapt strategies to ensure maximum effectiveness.
Embracing the potential of advertising unlocks a world of opportunities and propels businesses
toward sustainable success in the dynamic realm of commerce.
2.1.2 Impact of Advertising
The impact of advertising is multi-faceted and can have both positive and negative effects on
individuals, businesses, and society as a whole. Here are some key aspects of the impact of
advertising:
Consumer Awareness and Information: Advertising plays a vital role in educating consumers
about new products, services, and innovations in the market. It helps individuals become aware
of various options available to them and provides valuable information about features, benefits,
and pricing. Advertising empowers consumers to make informed choices based on their needs
and preferences.
Shaping Consumer Behavior: Advertising has a powerful influence on consumer behavior,
playing a crucial role in shaping purchasing decisions. Through persuasive messaging, engaging
visuals, and strategic placement, advertisements create awareness, generate interest, and
stimulate the desire for products and services. By appealing to emotions, aspirations, and needs,
advertisers aim to sway consumer choices, often leading to increased sales and brand loyalty.
Branding and Image Building: Advertising is instrumental in building brand identity and
shaping the perception of a brand in the minds of consumers. Through consistent messaging,
compelling storytelling, and distinctive visual elements, advertising helps businesses establish a
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unique position in the market. Strong branding enhances brand recognition, loyalty, and trust,
influencing consumer preferences and purchase decisions.
Economic Growth and Employment: Advertising contributes significantly to economic growth
by stimulating consumer demand, driving sales, and fostering competition. It helps businesses
reach wider markets and generate revenue, thereby supporting job creation and employment
opportunities across various sectors of the economy, such as marketing, media, creative agencies,
and production.
Influence on Consumer Behavior: Advertising has the power to influence consumer behavior
and shape purchasing decisions. By appealing to emotions, aspirations, and desires, advertisers
can create a desire for products or services, encouraging consumers to take action. Effective
advertising can create a sense of urgency, scarcity, or social validation, leading to increased sales
and market penetration.
2.1.3 Types of Advertising
Advertising encompasses a wide range of types and formats, each designed to reach and engage
different audiences and achieve specific marketing objectives. Here are some common types of
advertising:
Print Advertising:
i. Newspapers: Advertisements placed in print newspapers to reach a local or regional
audience.
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ii. Magazines: Advertisements featured in magazines that target specific demographics or
interests.
iii. Brochures and Flyers: Printed materials distributed to provide information about
products, services, or events.
Broadcast Advertising:
i. Television: Commercials aired during television programs, targeting a wide audience.
ii. Radio: Advertisements broadcasted over the radio to reach a targeted listenership.
iii. Podcasts: Sponsored messages integrated into podcast episodes, targeting specific niche
audiences.
Digital Advertising:
i. Display Ads: Graphic or interactive advertisements displayed on websites or mobile
apps.
ii. Search Engine Marketing (SEM): Ads displayed at the top of search engine results
pages based on relevant keywords.
iii. Social Media Advertising: Promoted posts or sponsored ads on social media platforms
targeting specific demographics or interests.
iv. Video Ads: Ads displayed before, during, or after online videos on platforms like
YouTube or streaming services.
v. Native Advertising: Advertisements that blend seamlessly with the content of a website
or platform, appearing as sponsored articles, videos, or posts.
Outdoor Advertising:
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i. Billboards: Large advertisements placed in high-traffic areas, targeting motorists or
pedestrians.
ii. Transit Advertising: Ads placed on public transportation vehicles, stations, or bus
shelters.
iii. Street Furniture Advertising: Ads on benches, bus stops, or kiosks in urban areas.
Direct Mail Advertising:
i. Postcards and Letters: Personalized promotional materials sent via mail to a targeted
audience.
ii. Catalogs: Printed catalogs showcasing a company’s products or services.
Criticisms of Advertising
The communication process was usually not complete. It involves the sender; the message and
the receiver whereby all should get feedback from each other, but in advertising the receiver does
not send his feedback to the sender.
Some advertisement may not be well understood by the customers this is because the type of
advertisement used may have failed to reach the target market. The planning of an advertising
campaign is expensive because it needs creativity which requires mixture of marketing skills.
A wrong advertisement can lead to poor allocation of resources like finances which may lead
closure of the organization. Availability of some media for advertising may be limited in a
particular geographical area, this factor reduces media alternative for the company to choose
from. (Belch, 2018).
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2.1.4 Concept of Sales
By definition, the term "sales" refers to all activities involved in selling a product or service to a
consumer or business (Aderoju, 2019). But in practice, it means so much more. Sales are terms
used to describe the activities that lead to the selling of goods or services. Businesses have sales
organizations that are broken up into different teams. And these sales teams are often determined
based on the region they're selling to, the product or service they're selling, and the target
customer (Kate, 2019). Companies staff entire departments with employees dedicated to selling
their products and services. Salespeople reach out to contacts that might be interested in
purchasing the product or service that their company is selling — prospects that demonstrate
interest through actions like visiting the company website or interacting with the company on
social media. The goal is to reach out to those leads that have shown interest in or fit the
description of the company’s target customer, in hopes of providing them with a solution that
results in a purchase of your product or service (Ojo, 2018).
Types of Sales
 Inside Sales: When sales teams engage with their prospects and customers remotely,
often from an office alongside their team members, they follow an inside sales approach.
This means they are selling from within their company. Organizations that use an inside
sales approach often tend to have leaner, more automated processes and structured hours.
 Outside Sales: On teams where salespeople broker face-to-face deals with the prospect,
they are following an outside sales approach. This implies that they are selling from
outside their company — traditionally through door-to-door or field sales. These teams
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tend to not have strictly regimented processes, allowing freedom and flexibility for reps
to develop and implement their own sales strategies.
 Business to Business Sales (B2B): This common acronym stands for "business-to-
business" and describes companies that sell products and services to other businesses,
instead of individual consumers. B2B sales tend to have a higher ticket value and more
complex terms because the goods sold to other businesses typically play an essential role
in how the buyer’s business operates.
 Business to Consumer Sales (B2C): Unlike B2B sales, B2C (or business-to-consumer)
sales revolve around transactions between a company and its individual consumers.
These deals tend to be of lower price-value and complexity than B2B sales and can
involve multiple deals with a variety of customers.
 Agency Sales: This type of sales involves generating and converting new leads to sign
onto service packages from an agency. According to Cheng (2019), the average agency
sales cycle is between 31 and 90 days, with most agencies bringing on one to three new
clients each month.
Advertising and Sales
According to (Kotler, 2019), advertising and sales are closely related, and If advertising is done
effectively and efficiently it can help the organization to increase sales volume. In addition there
are both a direct and indirect relationship between advertising and sales. Likewise, Mc Cartthy
(2019), asserts that in this century all organizations should endeavor to align advertising goals in
line with overall organizational goals and objectives because proper advertising leads to high
sales in the organization.

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According to Kotler (2019), advertising played many roles which brought out various
implications to the economics performance of company. These roles were: - Communication
with consumers, where there was an increasing need for information about a wide variety of
products and as the economy expands and grows more complex. Advertising reminds existing
customers as well as cultivating new prospects. Advertising therefore has been described as
effective communication with the target audience.
Brief History of Coca-Cola
Coca Cola Ltd. is the world's largest manufacturer of Soft Drinks, based in India. In 2001, the
company achieved the coveted position of being the largest Soft Drinks manufacturing company
in India and also, the 'World No.1' Soft Drinks Company in terms of unit volume sales in a
calendar year. Coca Cola Ltd. continues to maintain this position till date. Coca Cola Soft Drinks
are manufactured across three globally bench marked manufacturing facilities. Two of these are
based at Gurgaon and Dharuhera which are located in the state of Haryana in northern India. The
third and the latest manufacturing plant is based at Haridwar, in the hill state of Uttrakhand.
In the 1980's the Company pioneered the introduction of fuel-efficient, environment friendly Soft
Drinks in the country. Its plants use world class equipment and processes and have become a
benchmark in leanness and productivity. Coca Cola, in its endeavor to remain a pioneer in
technology, will continue to innovate and develop cutting edge products and processes. Coca
Cola offers wide range of Soft Drinks products that includes, and has set the industry standards
across all the market segments. The Company's growth in the Soft Drinks market in India is the
result of an intrinsic ability to increase reach in new geographies and growth markets. Coca
Cola's extensive sales and service network now spans over to 5000 customer touch points. These
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comprise a mix of authorized dealerships, service & spare parts outlets and dealer-appointed
outlets across the country.
The new Coca Cola is rising and is poised to shine on the global arena. Company's new identity
"Coca Cola Ltd." is truly reflective of its vision to strengthen focus on mobility and technology
and creating global footprint. Building and promoting new brand identity will be central to all its
initiatives, utilizing every opportunity and leveraging its strong presence across sports,
entertainment and ground- level activation.
2.1.1 Conceptual Framework
Advertising Sales Output
-Electronic Good company

performance
Growth
- Internet - Efficiency
Good sales
- -billboards - Productivity performance
- Profitability
Company profitability
Figure: 2.1
Source: Researchers’ construct (2023)
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Advertisement was the independent variable and sales was dependent variable. An advertisement
was affected by factors such as media, newsprints, internet and billboards, which if well
managed could benefit increase of sales performance. Intervening variables are the external
forces that affect advertisement directly and indirectly. This would have an impact to the
company bringing the above results such a good company performance, good sales performance
and company profitability.
2.2 Empirical Review
Olayinka (2020) researched the impact of advertising in promoting the sales of MTN items in the
Monaco metropolitan area. The study noted that advertising positively and significantly affects
sales growth. Organizations use advertisements to create awareness of their items and develop
new items known to new and potential customers. The advertising is designed to influence and
alter consumers' behaviors by encouraging consumerism, particularly switching from one brand
to another or staying faithful to the one they presently consume. The research suggested that the
MTN-NG advertising unit always needs to carry out a study to assist them in decreasing risk to a
convenient proportion. It was suggested that MTN-NG must affirm efforts in beneficial good
consumer connection and conduct studies often to discover new needs of their clients and
methods to meet up to decrease risk to a convenient proportion. The study recommended that
further research be executed on the effect of MTN advertisements in newspapers, publications,
radio, and internet.
A study by Söderman (2019) investigated the effect of advertising on the sales and revenue of a
business taking Redbull as a case. Turner, Shah and Jain (2018) expressed advertising as any
type of personal paid kind of non-personal communication that is directed to the clients or target
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audiences through different media to present and advertise an item, services and concept. Proper
advertising demands experienced personnel consisting of a variety of experts to allow it grow in
the ever vibrant and competitive business market. Hence, it is essential that crucial employees in
departments who are directly involved to be thoroughly chosen and positioned to make sure
continual success. In regarding the role advertising may play a growing number of firms and
organizations need to start an international marketing campaign. Advertising campaigns clearly
notified by depressed consumer demand, flourish by convincing the customer on the need for
consumptions. To conclude this research, the influence of advertising at Redbull was plainly
specified and it should have become a continual technique for Redbull.
Othman, Harun, De Almeida and Sadq (2020) examined the effects of advertising on sales
quantity a case study of IX telecom in Malaysia. IX telecommunications were chosen to form the
basis of the research. The primary goal was to determine the effects of advertising on sales
volume in business organizations particularly IX telecommunications. The approach utilized
consisted of analytical research styles consisting of questionnaires, interviews and documentary
review. Questionnaires were organized and provided to the participants for filling. Throughout
the collection of the questionnaires the researcher talked to the participants for the clarification of
the primary data. The researcher assessed the paperwork's of the firm to get secondary data.
According to the results advertising has been credited for its contribution in the firm for this
reason raising sales through advertising.
2.3 Theoretical Review
This research work is predicated on the following theories:
1. DAGMAR (Defining Advertising Goals for Measured Advertising Results) Theory
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2. The AIDA (Awareness, Interest, Desire, Action) Model
3. The Abraham Maslow’s Theory of Need
DAGMAR Theoy
Russell Colley created DAGMAR when he prepared a report for the Association of National
Advertisers. This report was entitled Defining Advertising Goals for Measured Advertising
Results, shortened down to DAGMAR, and thereof the name, (Belch & Belch, 1995) and was
later in 1969 published as a book with the same title (Mackay, 2005)
DAGMAR was created to encourage measurable objectives for each stage of the communication
(Smith and Taylor, 2002) and does not deal purely with the message (Mackay 2005). DAGMAR
focuses on the levels of understanding that a customer must have for the organisation and on how
to measure the results of an advertising campaign (Belch & Belch, 1995). The DAGMAR
approach has had a huge influence on the how to set objectives in the advertising planning
process and many planners use this model as their base. However, just as the other approaches
within advertising, DAGMAR has been met with critique. One of the major criticisms towards
DAGMAR is on its reliance on the ëhierarchy-of-effects theoryí, just as with AIDA. Customers
do not always pass through the stages in a linear way. Another criticism made towards the
DAGMAR approach is that it focuses too much on strategies. Many creative people within
advertising are looking for the great unique idea that can result in a successful campaign and
feels that the DAGMAR approach is too concerned with quantitative measurements on the
campaign (Belch & Belch, 1995).
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The AIDA Model
AIDA, a behavioral model was created by Strong in 1925 to define the purpose of advertising as:
to create awareness, stimulate interest with leading the consumer to desired action. The AIDA
model proposes five cognitive stages through which a buyer moves to and fro before finally
purchasing the product.
Awareness
Interest
Desire
AIDA stand for
Awareness: creating brand awareness among the target market.
Interest: generating interest among the target market so that they are encouraged to buy that
product.
Desire: forming an emotional connection and a relationship with the brand and thus creating a
desire for the product, helping the consumer move from’ liking it’ to ‘wanting it’.
Action: the ultimate purchase of the product.
One more attribute added to this Model over the years is:
Retention: keeping the consumer thread alive by bonding with them so that they can spread
word of mouth, share their positive reviews, act as referrals and so on.
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The Abraham Maslow’s Theory of Need
The most basic concept underlying marketing is that of human needs. Consumers are motivated
by their desire to satisfy complex needs, and these should be the starting point for all marketing
activity. We no longer live in a society in which the main motivation of individuals is to satisfy
the basic needs for food and drink. Maslow (1943) recognized that, once individuals have
satisfied basic physiological needs, they may be motivated by higher-order social and self-
fulfillment needs. In order of importance, they are physiological needs, safety needs, social
needs, esteem needs and self-actualization needs. People will try to satisfy their most important
needs first. When a person succeeds in satisfying an important need, he or she will then try to
satisfy the next -most-important need. Need refers to something that is deep-rooted in an
individual‘s personality. How individuals go about satisfying that need will be conditioned by
the cultural values of the society to which they belong. In some cultures the need for self-
fulfillment may be satisfied by a religious penance, while other societies may seek it through a
development of their creative talents.
Self -actualization Needs (Self-development and Realization)
Esteem Needs (Self-esteem, Recognition, Status)
Social Needs (Sense of belonging, love)

Figure: 2.2
Security Needs (Security, Protection)
Physiological Needs (Food, Water, Shelter)
Abraham Maslow’s Hierarchy of Needs

24
2.3.1Theoretical Framework
This research work is predicated on the AIDA Model, and it will guide the researcher in this
study.
AIDA, a behavioral model was created by Strong in 1925 to define the purpose of advertising as:
to create awareness, stimulate interest with leading the consumer to desired action.
AIDA stand for
Awareness: creating brand awareness among the target market.
Interest: generating interest among the target market so that they are encouraged to buy that
product.
Desire: forming an emotional connection and a relationship with the brand and thus creating a
desire for the product, helping the consumer move from’ liking it’ to ‘wanting it’.
Action: the ultimate purchase of the product.
One more attribute added to this Model over the years is:
Retention: keeping the consumer thread alive by bonding with them so that they can spread
word of mouth, share their positive reviews, act as referrals and so on.
First Step: Attention
It is one of the toughest jobs of the advertisers. It is very difficult to get the attention of the target
audience, especially in a media world full of other content. In a two minutead break during a
television program or a 24 page newspaper there can contain n number of advertisements, each
screaming out its own messages and telling that its product/brand/service is the best. The
25
audience becomes confused. In a chaotic scenario like this it becomes very difficult for the
advertisers to get adequate attention of the audiences. Therefore, the advertisement needs to be
highly attractive so that it can break through the clutter and noise.
Second Step: Interest
The second step is creating interest in the product so that it can create in turn ignite the Desire for
the product, and this indeed is very difficult. Merely arousing interest but with no positive results
is of no use unless it converts to desire. Therefore the advertising message should be clear and
simple. It should also be very interesting with sub headings and illustrations. Too many elements
in an advertisement may spoil the main purpose. The main message should be bold and clearly
spoken.
Third Step: Desire
Once an interest is developed in the consumer,desire needs to be created. The advertisers should
be able to clarify the need of the product in the consumers’ mind by providing the benefits and
its unique features and all other necessary information required to buy the product.
Fourth Step: Action
The last step of the AIDA model is: getting the consumer to initiate action. The advertisement
should end with a call to action – a statement that is designed to get an immediate response from
the consumer. For example, Netflix and many other sites use persuasive text to convince the
consumer to try their free trial. They communicate the easy accessibility and highlight its value,
urging consumers to sign up for a free trial.
Good advertising should evoke a sense of urgency motivating consumers to take action
immediately. Very common methods to encourage consumers to act immediately are: free
26
shipping, immediate discount and so on. Every step in the model is laden with challenges. In
order to succeed it is very important that an advertisement should be ¿rst able to attract the
attention of the audience. Many a times, the audience fails to see the message due to some
hinderance for example, one may shift the channel, or someone may come or the electricity goes
off or the viewer may engage in some work and so on. Therefore, to avoid this, the advertisers
now go for multimedia campaigns. Or, across one medium, they try to capture the maximum
bandwidth, like: buying airtime on the Television for a whole month or putting ads on
continuous hoardings on the road.
27
CHAPTER THREE
METHODOLOGY
3.1 Area of Study
This research work was relatively aimed at assessing advertising on the sale of Coca-cola
products in selected wholesalers’ outlets in Ede North. The research will be carried out at Coca-
cola Depot Bode junction Ede, Osun state. Ede, town, Osun state, southwestern Nigeria. It lies
along the Osun River at a point on the railroad from Lagos, 112 miles (180 km) southwest, and at
the intersection of roads from Oshogbo, Ogbomosho, and Ile-Ife. Ede is one of the older towns
of the Yoruba people. It is traditionally said to have been founded about 1500 by Timi Agbale, a
hunter and warlord. The two (2) local government areas in Ẹdẹ are Ẹdẹ South and Ẹdẹ North.
With a population of 108,800 for Ede North and 98,000 for Ede south, making it a total
population of 206,800. Ede is also the hometown of the current Governor of Osun state,
Governor Ademola Adeleke. There are three (3) major tertiary institutions in Ẹdẹ, which makes
the town one of the fastest growing towns in the south-west with an increasing literacy rate. The
Federal Polytechnic Ẹdẹ, Adeleke University, and Redeemer's University are among the
institutions. There are also twenty (20) secondary schools in Ede.
3.2 Research Design
According to Rochand, (2018) research design is described "as the blueprint that allows a
researcher to provide solution to a problem". The design allows the researcher to hone in on
research methods that are suitable for the subject matter and set up their studies up for success.
For the purpose of this study, survey and observation research design method will be adopted.
Survey method involves direct questioning while observation method involves recording the
28
respondents’ behaviour to the questions. As instrument of survey and observation research
design, questionnaire will be used.
3.3 Population, Sample Size and Sampling Techniques
A population is a distinct group of individuals, groups that comprises a nation or group of people
with common characteristics. From the secondary data gathered, Ede North and Ede South have
a population of 206,800. But for the purpose of our area of study (Ede North), the researcher
made use of the population of Ede North (108,800) which will consist of the consumers/
businesses patronizing Coca-Cola products. A sample size of 398 will be drawn out of the
population using the Alien YaroTamene (1967) formula:
n= N
__________________
1 + N (e)2
Where:
n= sample size
N= population size
e= level of confidence (0.05)
n = 108,800
__________________
1+ 108,800 (0.05)2
n= 108,800
______________________
1+ 108,800 x 0.0025
29
n= 108,800
_______________
1+ 272
n= 108,800
____________
273
n = 398
Population and Sample Size
Classification Population Sample Size
Eateries 40,800 = 40,800 x 398 149.2
_________
108,800
= 149.2
Hotels 40,000 = 40,000 x 398 146.3
__________
108,800
= 146.3
Retail Outlets 28,000 = 28,800 x 398 102.4
____________
108,800
= 102.4
Total 108,800 397.9 = 398
Source: Researcher’s Survey (2023)
30
The questionnaires will be distributed evenly to the consumers of Coca-Cola Ede North. The
purpose of using questionnaire is to enable the researcher gather different opinions of
respondents on the researchers topic.
3.4 Sources of Data and Data Collection Method
The researcher made use of both primary and secondary source of data. For primary data,
questionnaire was used to elicit essential information. The research exercise through the prepared
questionnaire was conducted while the collected data were gathered and thoroughly analyzed.
For secondary data, marketing textbooks, business and advertising journals, marketing
Magazines, were contacted by the researcher. All these books were written by different authors
and scholars with different opinions on assessing advertising on the sale of Coca-cola products in
selected wholesalers’ outlets.
3.5 Research Instruments
The research instrument used in this research work is a structured questionnaire. The researcher
distributed forty eight (48) questionnaires evenly to the staff of Coca-Cola Depot Ede and all
copies of the questionnaire were returned to the researcher within 48 hours of distribution. The
questionnaire is divided into two section i.e. section A and B.
Section A: consist of questions relating to the bio-data of the respondents. The reason behind this
is to see how the respondent’s personal qualities affect their answers. In order to ensure that the
questionnaires are not too wordy and that the questionnaire generally satisfies the requirements
for a good questionnaire. Attempts were made to ensure that the questionnaires are arranged
sequentially.
31
Section B of the questionnaire contains fifteen (15) questions relating to the hypothesis such as
the significance of advertising on the sale of Coca-cola products.
3.5.1 Reliability of Instrument
Reliability of measuring instruments is defined as the consistency of the instrument in measuring
what it is designed to measure. The test retest technique is hereby used to establish the reliability
of the questionnaire in order to get a reliable data from the research instrument (questionnaire).
3.5.2 Validity of Instrument
Face validity involves the supervisor. The questions were presented to the project supervisor for
inputs, corrections and approval before taken to the field for administration.
3.6 Re-statement of Hypotheses
3.7 Method of Data Analysis
Data analysis can be seen as the techniques used in data processing. For the purpose of this
study, the major data treatment techniques that will be used is Chi-square (X2). Chi-square test
are used for comparison of variable of frequency distribution, Chi-square is a two tailed test, it
can be used to observe frequency which differs from the corresponding set expected frequency.
For the purpose of this study, Chi-square is the method that will be used in testing hypothesis.
The Chi-square method of testing hypothesis involves summarizing the difference between the
observed rate and expected frequency of a given question. The general formula for Chi-square is
stated below:
32
X2 = ∑ (FO-FE) 2
_______________
Where:
X² = chi-square
Oi = Observed rate
Ei = Expected frequency
∑ = Sum of all variables
33
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS
4.1 Data Presentation and Analysis
The objective of this analysis is to enable the researcher determine the problems and the
prospects of advertising on the sale of Coca-cola products in selected wholesalers’ outlets in
Ede North. Since the population of the study is 108,800 and sample size is 398. Therefore, 398
questionnaires were distributed to the respondents; the returned questionnaires were presented in
the table below showing the response using the Statistical Packages for Social Science and the
hypotheses were tested using Chi-square. The entire questionnaires were returned. This is 100
percent return rate.
Section A
The distribution of respondents included gender, age, marital status, religion and education
qualification
Table 4.1.1 Analysis of Respondents by Gender
Frequency Percent Valid Percent Cumulative
Percent
Male 200 69.0 69.0 69.0
Valid Female 198 31.0 31.0 100.0
Total 398 100.0 100.0
Source: Research survey (2023)
34
The above table shows the percentage of gender of the respondents. Male are 200 representing
69.0% while female are 198 representing 31.0%. This interpretation shows that the numbers of
male respondents have the highest population.
Table 4.1.2 Analysis of Respondents by Age
Percent
20-30 Years 177 38.5 38.5 38.5
31-40 Years 170 36.0 36.0 74.5
Valid 41-50 Years 31 15.5 15.5 90.0
50 and above 20 10.0 10.0 100.0
Total 398 100.0 100.0
The above table shows the percentage of the age of workers in the company. Workers which are
20-30 years is 177 which is 38.5%, workers under 31-40 years is 170 which is 36.0%, workers
under 41-50 years is 31 which is 15.5 and workers under 50 years and above is 20 which is 10.0.
This result shows that the number of respondents under the age of 20-30 years have the highest
population.
Table 4.1.3 Analysis of Respondents by Marital Status
Percent
Single 172 43.4 43.4 43.4
Valid Married 226 56.6 56.6 100.0
Total 398 100.0 100.0
35
The above table shows the percentage of the workers marital status. Workers that are single are
172 which is 43.4% and workers that are married is 226 which is 56.6%. This result shows that
the number of respondents that are married have the highest population.
Table 4.1.4 Analysis of Respondents by Religion
Percent
Christianity 168 42.4 42.4 42.4
Islam 200 50.1 50.1 99.5

Valid
Traditional 30 7.5 7.5 100.0
Total 398 100.0 100.0
The above table shows the percentage of the workers religion. Workers that are Christian are 168
which is 42.4%, workers that are Muslim is 200 which is 50.1% and workers that are
Traditionalist are 30 which is 7.5. This result shows that the number of respondents that are
Islam have the highest population.
Table 4.1.5 Analysis of Respondents by Education Qualification
Percent
No formal
200 50.1 50.1 50.1
Education
ND/NCE 100 25.1 25.1 38.5

Valid
HND/BSc 98 24.8 24.8 100.0
Total 398 100.0 100.0
36
The above table shows the percentage of workers by Education qualification. Workers with no
formal education are 200 which is 50.1%, workers with ND/NCE are 100 which is 25.1% and
workers with HND/BSc are 98 which is 24.8%. This result shows that workers with no formal
education have the highest population.
Table 4.1.6 Analysis on if Advertising have effect on the sales of Coca-cola
products in Ede.
Percent
Strongly Agree 238 69.5 69.5 .5
Agree 151 26.0 26.0 95.5
Valid Undecided 8 4.0 4.0 99.5
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
From the table above, it shows that 238 respondents representing 69.5% strongly agree that
Advertising have effect on the sales of Coca-cola products in Ede, 151 respondents representing
26.0 agrees, 8 respondents representing 4.0 did not decide and 1 respondent representing .5
disagree. This result shows that Advertising have effect on the sales of Coca-cola products in
Ede.
37
Table 4.1.7 Analysis on if There is relationship between advertising and sales of
Coca-cola products in Ede.
Percent
Strongly Agree 252 76.5 76.5 76.5
Agree 138 19.5 19.5 96.0
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
There is relationship between advertising and sales of Coca-cola products in Ede, 138
respondents representing 19.5 agrees, 7 respondents representing 3.5 did not decide and 1
respondents representing .5 disagree. This result shows that There is relationship between
advertising and sales of Coca-cola products in Ede.
Table 4.1.8 Analysis on if Advertisement of Coca Cola drink influence consumers
in Ede.
Percent
Strongly Agree 240 74.5 74.5 74.5
Agree 170 19.5 19.5 94.0
Disagree 2 1.0 1.0 100.0
Total 398 100.0 100.0
38
Advertisement of Coca Cola drink influence consumers in Ede, 170 respondents representing
19.5 agrees, 10 respondents representing 5.0 did not decide and 2 respondents representing 1.0
disagree. This result shows that Advertisement of Coca Cola drink influence consumers in Ede.
Table 4.1.9 Analysis on if Advertising affect organizations sales volume.
Percent
Strongly Agree 260 81.0 81.0 81.0
Agree 145 15.5 15.5 96.5
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0

Advertising affect organizations sales volume, 145 respondents representing 15.5 agrees, 6
respondents representing 3.0 did not decide and 1 respondents representing .5 disagree. This
result shows that Advertising affect organizations sales volume.
Table 4.1.10 Analysis on if Advertising makes consumer aware of a new product
feature.
Percent
Valid Strongly Agree 250 80.0 80.0 80.0
Agree 142 17.0 17.0 97.0
39
Undecided 6 3.0 3.0 100.0
Total 398 100.0 100.0
Advertising makes consumer aware of a new product feature, 142 respondents representing 17.0
agrees and 6 respondents representing 3.0 did not decide. This result shows that Advertising
makes consumer aware of a new product feature.
Table 4.1.11 Analysis on if Advertising increases organization sales growth.
Percent
Strongly Agree 258 79.0 79.0 79.0
Agree 135 18.0 18.0 97.0

Valid
Undecided 5 3.0 3.0 100.0
Total 398 100.0 100.0
Branding affects the way customer patronizes a product, 135 respondents representing 18.0
agrees and 5 respondents representing 3.0 did not decide. This result shows that Advertising
increases organization sales growth.
Table 4.1.12 Analysis on if Advertising aids repeat purchase of Coca-cola
products.
Percent
Valid Strongly Agree 250 76.0 76.0 76.0
40
Agree 107 19.5 19.5 95.5
Undecided 7 4.0 4.0 99.5
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
Advertising aids repeat purchase of Coca-cola products, 107 respondents representing 19.5
agrees, 7 respondents representing 4.0 did not decide and 1 respondents representing .5 did not
agree. This result shows that Advertising aids repeat purchase of Coca-cola products.
Table 4.1.13 Analysis on if Advertising influence Coca-Cola Depot in Ede.
Percent
Strongly Agree 262 82.0 82.0 82.0
Agree 127 14.0 14.0 96.0
Disagree 1 .5 .5 100.0
Total 399 100.0 100.0
Advertising influence Coca-Cola Depot in Ede, 127 respondents representing 14.0 agrees, 7
respondents representing 3.5 did not decide and 1 respondents representing .5 did not agree. This
result shows that Advertising influence Coca-Cola Depot in Ede.
Table 4.1.14 Analysis on if Advertising enhances the sales of Coca-Cola products.
41
Percent
Strongly Agree 238 69.5 69.5 69.5
Agree 151 26.0 26.0 95.5
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
Advertising enhances the sales of Coca-Cola products, 151 respondents representing 26.0 agrees,
8 respondents representing 4.0 did not decide and 1 respondents representing .5 did not agree.
This result shows that Advertising enhances the sales of Coca-Cola products.
Table 4.1.15 Analysis on if Advertising determines the demand of Coca-Cola
products.
Percent
Strongly Agree 245 73.0 73.0 73.0
Agree 145 23.0 23.0 96.0
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
Advertising determines the demand of Coca-Cola products, 145 respondents representing 23.0
42
agree. This result shows that Advertising determines the demand of Coca-Cola products.
Table 4.1.16 Analysis on if Advertising affects consumer decision on Coca-Cola
products.
Percent
Strongly Agree 250 75.0 75.0 75.0
Agree 140 20.5 20.5 95.5
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
Advertising affects consumer decision on Coca-Cola products, 140 respondents representing
20.5 agrees, 7 respondents representing 4.0 did not decide and 1 respondents representing .5 did
not agree. This result shows that Advertising affects consumer decision on Coca-Cola products.
Table 4.1.17 Analysis on if Advertising keeps consumers informed on new features
of Coca-Cola products.
43
Percent
Strongly Agree 200 75.0 75.0 75.0
Agree 190 20.5 20.5 95.5
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
Advertising keeps consumers informed on new features of Coca-Cola products, 190 respondents
representing 20.5 agrees, 7 respondents representing 4.0 did not decide and 1 respondents
representing .5 did not agree. This result shows that Advertising keeps consumers informed on
new features of Coca-Cola products.
Table 4.1.18 Analysis on if Advertising leads to repeat purchase of Coca-cola
products.
Percent
Strongly Agree 290 75.0 75.0 75.0
Agree 100 20.5 20.5 95.5
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
44
Advertising leads to repeat purchase of Coca-cola products, 100 respondents representing 20.5
agree. This result shows that Advertising leads to repeat purchase of Coca-cola products.
Table 4.1.19 Analysis on if Advertising promotes the purchase of Coca-cola
products.
Percent
Strongly Agree 270 75.0 75.0 75.0
Agree 120 20.5 20.5 95.5
Disagree 1 .5 .5 100.0
Total 398 100.0 100.0
Advertising promotes the purchase of Coca-cola products, 120 respondents representing 20.5
agree. This result shows that Advertising promotes the purchase of Coca-cola products.
45
4.2 Test of Hypotheses
Hypothesis Testing One
Objective: To determine if there is any relationship between advertising and sales of Coca-cola
products.
Ha1: There is significant relationship between advertising and the sale of Coca-cola products.
Chi-Square Tests
Value df Asymp. Sig. Exact Sig. (2- Exact Sig. (1-
(2-sided) sided) sided)
Pearson Chi-Square 24.175a 1 .000
Continuity Correctionb 20.985 1 .000
Likelihood Ratio 25.491 1 .000
Fisher's Exact Test .000 .000
Linear-by-Linear
23.691 1 .000
Association
N of Valid Cases 50
a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 4.68.
b. Computed only for a 2x2 table
Interpretation
Decision rule: if P < (0.05) = Reject Ho
46
If P > (0.05) = Accept Ho
From the above statistical analysis, the Pearson value (0.000) is less than the level of significance
(0.005). Hence, the researcher will reject the null hypothesis and accept the alternative
hypothesis that states that There is significant relationship between advertising and the sale of
Coca-cola products.
Hypothesis Testing Two
Ha2: Advertising has effect on organizations sales volume.
Chi-Square Tests
Value df Asymp. Sig. Exact Sig. (2- Exact Sig. (1-
(2-sided) sided) sided)
Pearson Chi-Square 11.761a 1 .001
Continuity Correctionb 9.639 1 .002
Likelihood Ratio 12.397 1 .000
Fisher's Exact Test .001 .001
Linear-by-Linear
11.526 1 .001
Association
N of Valid Cases 50
47
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.72.
b. Computed only for a 2x2 table
Interpretation
Decision rule: if P < (0.05) = Reject Ho
If P > (0.05) = Accept Ho
From the above statistical analysis, the Pearson value (0.001) is less than the level of significance
(0.005). Hence, the researcher will reject the null hypothesis and accept the alternative
hypothesis that states that Advertising has effect on organizations sales volume.
4.3 Discussion of Findings
Based on the hypothesis formulated, two hypotheses have been tested and it can be concluded
that:
i. There is significant relationship between advertising and the sale of Coca-cola products.
ii. Advertising has effect on organizations sales volume.
Advertising as a mix of promotion is considered necessary in manufacturing companies.
Advertising should be done by all organisations. The research findings have shown that
Advertising motivates people to purchase a product. This implies that the purchased of a
particular product can be increased through advertising. Advertising persuades the end users to
purchase a particular product always and stimulates interest, trial or purchase by consumers.
Some consumers are not willing or ready to make some purchase but with intense advertising
like explaining the benefits of the products, placing the product at a reduced price and giving
48
details on where it can be purchased tends to make the purchase of such product immediately.
Therefore the organization should do more of advertising to create customer awareness of the
product.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
This chapter presents the summary of the study based on the research results /findings,
objectives, conclusion made by the study, recommendations made by the researcher and areas for
further studies.
5.1 Summary
The results from the analysis reveal that advertising have positive and significant effect on the
sales of Coca-Cola products. This findings support the findings of Arens (2018). His findings
reveal that advertising enhances sales of organisations products and strengthens the relationship
bond between the product and the customer. The study found out that consumers buy Coca-Cola
drinks than other types of soft drinks products. It reveals that consumers have preference for
particular brand.
The study found that consumers of the brand find it difficult to change or switch brand when
they are hooked to a particular brand.
49
Findings of the study show that advertising is considered as a factor in the sales of an
organization products.
The study further reveals that consumers are actually aware of Coca-Cola products.
Study equally shows that consumers’ awareness of Coca-Cola products is based on the role
played by advertising.
Lastly, it is also revealed by the study that consumers look out for size and price in their choice
of a brand.
5.2 Conclusion
From the findings of the study, the researcher concludes that advertising plays a very significant
role in influencing the sales of Coca-Cola products by providing, attracting their attention,
arousing their interest, creating desire for the product and finally make them decide to purchase
the products. This particular research was conducted to assess the role of advertising on the sales
of Coca-Cola products. Results tell that advertisements are useful in coating the awareness
among the consumers. TVs and billboards are widely used by the different marketing
departments which are targeting above the line through these medium. From the above intensive
and rigorous research we have come to the conclusion that advertisement has a great impact on
the customers’ patronage. It was also concluded that formal advertising policy that
motivates/influences the buying decision of consumers must consider an adverts that appeal to
the consumers and it must be initiated. Also emphases must be made on the comparative
advantage of the product. Price is an important factor, a reduction to price must be properly
communicated to the consumer adverts, this will educate the consumer on the fact that the price
reduction is not at the expense of quality showed be initiated.
50
5.3 Recommendations
Based on the findings, the following recommendation should be made:
i. Prices of product can be reduced to gain market share however such price reduction must
be followed to proper advertising campaign to first bring the reduction of price to the
knowledge of the consumers. Consumers will buy more of a product with same quality at
a reduced price
ii. There is need for companies to embark on advert campaign that appeal to children and
mothers using jingles that arouse the interest of children.
iii. In formulating advertising policies, companies must emphasize the advantage of the
product in terms of price/ size and the product quality, benefit and durability.
iv. There is need for an improvement in the economy to empower the consumers to enable
them carry out more purchase of Coca-cola products.
5.4 Contribution to Knowledge
This study was able to contribute to the understanding of how effective advertising is on the sales
of Coca-Cola products. This research work to a large extent has been able to explain “assessing
advertising on the sale of Coca-cola products in selected wholesalers’ outlets in Ede North”. It
has also contributed to fill in the space in between past work of diligent scholars, researchers and
various authors who has written on assessing advertising on the sale of Coca-cola products in
selected wholesalers’ outlets in Ede North. This work serves as a reference point to other
researchers who will carry out a research relating to the present topic.
5.5 Limitation of the Study
51
However, the researcher faced a lot of problems in the course of verifying this research work.
The limitations therefore include:
i. The researcher was constrained by the inability of the respondents to co-operate.
ii. Huge sum of money was involved conducting this research and there were also problems
of distribution and collection of questionnaires.
iii. Finally, the risk involved in travelling from time to time to gather the information needed
and time constraints was a problem in all these.
iv. There are also excessive high costs of writing materials.
5.6 Suggestions for Further Studies
This research focused on assessing advertising on the sale of Coca-cola products in selected
wholesalers’ outlets in Ede North. The study dealt with Coca-Cola company. The study may
even be extended to other soft drinks companies with larger or fewer populations and not only
limited to the scope of the study which specifically was conducted in Coca-cola Depot Bode
junction Ede, Osun state. Therefore this study would be good for further research on assessing
advertising on the sale of Coca-cola products in selected wholesalers’ outlets in Ede North.
52
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Shawn, M. (2018). Social Network in Customer Care Centers. (5th ed.) New Delhi: Pulmac
Prentice Publisher.
Mayfield, B. (2018). Principle of information and communication technology. (6th ed.). New
Delhi: McGraw Hill Publisher.
Nelson, F. (2021). Marketing Principle and management. Lagos: Geref Resource Ltd.
Obochi, A. (2017). Consumer engagement in ICT. Belmont: Wards Worth Publication.
Tousou, H. (2019). Source Effect in Communication and Persuasion: Journal of the Academic
and Marketing Science.
Wendell, W. (2019). Social behavior theory. India: Eaglewood Cliff prentice Hall Inc.
Weaver, D. (2018). Research methodology handbook. Toowoomba: University of Southern
Queensland Press.
54
APPENDIX
Department of Marketing,
School of Business and Management Studies,
Federal Polytechnic Ede,
Osun State.
14th December, 2023
Dear Respondent,
I am a student of the above named institution currently conducting a research on “the evaluation
of sales promotion activities in a depressed economy” as partial fulfillment of the requirement for
the award of Higher National Diploma degree.
The study is strictly for academic purpose. All information provided in this study will be strictly
confidential.
Thank you.
Yours faithfully,
Adebayo Ayobami Olaitan
THE RESEARCHER
55
QUESTIONNAIRE
Please tick (√ ) the appropriate box provided against each column and full blank space where
appropriate.
The questionnaire consists of two sections, which is section A and B.
Section A
Personal Data of the Respondents
1. Gender: Male ( ) Female ( )

2. Age:20- 30 years ( ) 31- 40 years ( )41- 50 years ( ) 50 and above ( )
3. Marital Status: Single ( ) Married ( ) Divorced ( )
4. Religion: Christianity ( ) Islam ( ) Traditional ( )
5. Education Qualification: No formal education ( ) ND/NCE ( ) Others ( Specify )
HND/Bsc
Section B
Please indicate your opinion on the following by ticking ( √ ) the appropriate space. Keys:
SA - Strongly Agree
A - Agree
U - Undecided.
SD - Strongly Disagree
D - Disagree
56
S/N Questions SA A U D SD
6. Advertising have effect on the sales

of Coca-cola products in Ede.
7. There is relationship between

advertising and sales of Coca-cola
products in Ede.
8. Advertisement of Coca Cola drink
influence consumers in Ede.
9. Advertising affect organizations
sales volume.
10. Advertising makes consumer aware
of a new product feature.
11. Advertising increases organization
sales growth.
12 . Advertising aids repeat purchase of
Coca-cola products.
13. Advertising influence Coca-Cola
Depot in Ede.
14. Advertising enhances the sales of
Coca-Cola products.
15. Advertising determines the demand
of Coca-Cola products.
16. Advertising affects consumer
decision on Coca-Cola products.
17. Advertising keeps consumers
informed on new features of Coca-
Cola products.
18. Advertising leads to repeat
purchase of Coca-cola products.
19. Advertising promotes the purchase
of Coca-cola products.
57
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Research Project On Marketing For HND

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CHAPTER ONE

1.1 Background to the Study

mind, as its exposure is much more felt (Kate, 2017).

public to increase their sales.

such as informative, persuasive, contrast and reminder advertising. Informative advertising is

Advertising is a component of promotional mix, which is used to create awareness about

promotion of the products and services for attracting consumers.

1.2 Statement of the Problem

its competitors, (Balunywa, 2016).

to assess advertising effectiveness on the sale of Coca-cola products.

The researcher asked the following questions:

iv. Does advertising affect organizations sales volume?

1.4 Objectives of the Study

i. To examine if advertising have any effect on the sales of Coca-cola products.

iv. To examine if advertising affects organizations sales volume.

1.5 Hypotheses of the Study

Ho2: Advertising has no effect on organizations sales volume.

This study will be of significant importance to organizations, their management, sales

maximize their profit.

messaging that appeal directly to them.

wish to further an investigation towards this area of study in the future.

1.7 Scope of the Study

cover an empirical examination on the researchers’ topic “assessing advertising effectiveness on

1.8 Definition of Terms

Advertising Agencies: These are usually independent business organizations comprised of

to attract and influence consumer’s behaviour towards a product or service.

Here they are also known as buyers of a company’s product.

used within a service company.

the number of goods or services sold at a given point in time.

different products/services to different consumers.

2.1 Conceptual Review

2.1.1 Advertising Concept

are the oldest forms of advertising. (Harper, 2019).

1478. (Wendel, 2019).

were not ready to assume such post.

product to a target audience through a mass/broadcast medium by an identified sponsor. It should

dynamic, and challenging enterprise. It is often a persuasive communication in that it tries to

directed to a group of people. According to the understanding of Advertising Practitioners

products, services or ideas, paid for by an identified sponsor”.

media”., also defined it as a controlled, persuasive communication of information usually paid

All these explains advertising as a non-personal message meaning there is no personal

that practice it but to the manufacturers, media and customers.

become more crucial than ever.

and recognition. By strategically placing advertisements across various media channels,

and remember a particular brand amidst a sea of competitors.

through social media platforms, search engine marketing, or programmatic advertising,

increasing the chances of conversion.

strives to engage consumers on a deeper level. By crafting compelling narratives,

captivating visuals, and interactive experiences, advertisers can elicit emotional

consumer behavior. By highlighting the unique value propositions, benefits, and

showcase credibility, and ultimately sway consumer choices in favor of a particular

advertising effectiveness is measured. With sophisticated analytics tools and data-driven

attuned to consumer preferences, and adapt strategies to ensure maximum effectiveness.

toward sustainable success in the dynamic realm of commerce.

2.1.2 Impact of Advertising

Shaping Consumer Behavior: Advertising has a powerful influence on consumer behavior,

influencing consumer preferences and purchase decisions.

Economic Growth and Employment: Advertising contributes significantly to economic growth

and market penetration.

2.1.3 Types of Advertising

i. Newspapers: Advertisements placed in print newspapers to reach a local or regional

products, services, or events.

i. Television: Commercials aired during television programs, targeting a wide audience.