AN APPRAISAL OF ADVERTISING AS A TOOL FOR PROMOTING SALES OF SOFT DRINKS
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AN APPRAISAL OF ADVERTISING AS A TOOL FOR PROMOTING SALES OF SOFT DRINKS
Chapter one
INTRODUCTION
Background of the study
Advertisement is one of four key techniques that businesses employ to convey persuasive communication to specific consumers and audiences. It consists of non-personal or one-way types of communication delivered via commercial media with clear sponsorship.
The advertisers included not only commercial enterprises, but also museums, fundraisers, and various social action organisations looking to promote their interests to a variety of target audiences.
In actuality, the American government is the thirty-fourth largest advertiser in the United States. Within the commercial sector, the top one hundred national advertisers account for around one-fourth (1/4) of all national advertising.
The United States’ soft industry originated in the late 1880s. John S. Penberton is an Atlanta chemist. Coca-Cola was created as a soda fountain drink in 1886, then poisoned as a “brain tonic and intellectual beverage” (Govan and Livingood 1977).
Coca-Cola’s brand and firm established an early lead in the soft drink sector. For achieving nationwide distribution early on, the corporation has constantly dominated the market.
Coca-Cola products are currently offered in around 200 countries under more than 230 different brands. Coca-Cola is among the most well-known beverage brands in the United States. Diet Coke, Mello Yellow, Fanta, Minute Maid, Mr. Pibb, Nestea, Sprite, Barq’s Root Bear, Dasani Water, Fresca, Fruitopia, and Hi-C (www. Coca-Cola.com 2002).
The late Sheikh Mohammed El-Khalil founded Seven-Up Bottling Company Plc in 1951. Production began on October 1st, 1960. Our brands include 7-Up, Pepsi, Mirinda (orange, soda, and tonic), and Teem.
Flavours are added as needed. We are dedicated to fostering an excellent culture in all of our activities. Consequently, we attempt to position our
We aim to meet and surpass the expectations of our employees, customers, suppliers, shareholders, the government and its agencies, and the general public.
In accordance with the following, our mission
“To refresh and inspire a youthful lifestyle”
Our Vision
“To become the most admired and innovative company in Nigeria.”
Although advertising is predominantly a private enterprise marketing strategy, it is employed in all countries around the world, including socialist ones.
Advertising is a low-cost technique to disseminate messages, whether it’s to increase brand affinity for Coca-Cola around the world or to encourage consumers in poor countries to drink milk or use birth control.
Organisations receive advertising in several ways. In small businesses, advertising is done by someone in the sales or marketing department; work with an advertising agency. Large firms establish their own advertising departments, with managers reporting to the vice president of marketing.
The advertising department’s responsibilities include developing the overall budget, approving advertising agency advertisements and campaigns, and handling direct mail advertising, dealer displays,
and other forms of advertising that the agency does not normally execute. Most businesses hire an outside advertising firm to assist them create advertising campaigns and choose and purchase media.
When planning an advertising campaign, marketing managers must always begin by establishing the target market and buyer motivation.
The advertising Naira supports a variety of media, including magazine and newspaper space, radio and television, outdoor displays (posters, billboards, signs, skywriting), direct mail, novelty items (match boxes, pens, calendars), tear pads (carbus), catalogues, directories (yellow pages), and circulars.
And advertising serves a variety of functions, including long-term organisation development, corporate image (institutional advertising), long-term brand development (brand advertising), information dissemination about a sale or event (classified advertising), announcement of a special sale (sale promotional advertising), and advocacy for a specific cause (advocacy advertising).
Statement of the Problem
Despite extensive research on the effect of advertising on products and/or services, this issue remains unresolved. Giles (1983), for example, stated that “it is virtually impossible except in mail-order selling or certain direct mail campaign to quantify exactly the contribution of advert to profit.”
Stanton (1983) also stated that it is difficult to determine the outcome of any individual advertisement or a whole campaign. He further stated that a single unit of sales could not be attributed to a certain advertisement or campaign.
Based on the preceding backdrop, it is impossible to determine the impact of an advertisement on the success of a product. Increased sales volume of any soft drink could have been due to factors other than promotional effectiveness.
PURPOSE OF THE STUDY.
1. Determine what patterns the advertising message can take and how effective those patterns are.
2 To emphasise the numerous types of media and the elements to consider before selecting any specific type.
3. To assess the effectiveness of advertising using sales and communication research.
4 To recommend methods and approaches for addressing and improving advertising difficulties.
Significance of the Study
This will serve as a foundation for PGDE/marketing students and would-be researchers to build upon in order to do better and more effective research.
Employers and employees in the soft drinks business can benefit greatly from some of the suggestions provided in this article in terms of strategy formulation and increased sales volume and profitability through the various techniques offered.
Other library users will really benefit from this.
Assumptions of the Study
This study makes the following assumptions.
1. The researcher assumes that no matter how much money is spent on advertising, it will not result in an equivalent proportionate increase in sales.
2. However, it is widely anticipated that a small amount of money spent on promotion (advertising) will generate a significant rise.
RESEARCH QUESTION:
The researcher will raise the following research question.
1. What is the pattern of advertising messages and how effective are they?
2. What are the many types of advertising media and what aspects should be considered before picking one?
3. How can advertising performance be measured?
4. Recommendations were focused on how to address and enhance advertising concerns.
Development of Hypothesis
Ho 1: There is no significant difference in the mean responses of 7up bottling and Coca-Cola employees to different forms of promotional messages and their effectiveness.
Ho 2: There is no significant difference in the mean responses of personnel from 7up and Coca-Cola on advertising medium and elements to consider before selecting a media type.
SCOPE OF THE STUDY:
The research will only look at the sales and activities of soft drink items, as well as their organisations and numerous depots around the Kaduna city.
DEFINITION OF TERMS
PROMOTION: – Is all that is concerned with stimulating, inducing, and persuading individuals or groups of people to perform a specific act, ideas, information, object, or product.
ADVERTISING: Any paid, non-personal presentation of information, ideas, commodities, and services by an acknowledged sponsor.
ABOVE-THE-LINE-MEDIA:- It is advertising through traditional media such as radio, television, newspapers, and cinemas.
BELOW-THE-LINE-MEDIA- advertising by ways other than traditional ones. For example, complimentary gifts and materials.
APPROPRIATION: This is the amount of money budgeted for an advertising campaign.
ADVERTISING MEDIA:- This refers to the channels employed to transmit the advertising message.
ADVERTISEMENT: This refers to the message that is packed and conveyed to customers or prospective customers.
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