The role of advertising in brand building case study of Nigeria bottling company

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THE ROLE OF ADVERTISING IN BRAND BUILDING CASE STUDY OF NIGERIA BOTTLING COMPANY

TABLE CONTENTS
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
Abstract ix

CHAPTER ONE

INTRODUCTION
1.1 Background of the study 1
1.2 Statement of problems 8
1.3 Objective of study 9
1.4 Research questions 9
1.5 Significance of study 10
1.6 Scope of the study 11
1.7 Limitation of study 11
1.8 Definition of terms 11

CHAPTER TWO

LITERATURE REVIEW
2.1 Introduction 15
2.2 Media selection 15
2.3 Theoretical Framework 27

CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction 31
3.2 Research design 32
3.3 Population of the study 32
3.4 Sample size 33
3.5 Sampling technique 34
3.6 Source of data 35
3.7 Instrument for data collection 35
3.8 Validation of instrument 35
3.9 Method of data analysis 36

CHAPTER FOUR
DATA INTERPRETATION AND ANALYSIS
4.1 Introduction 37
4.2 Analysis of demographic data 37
4.3 Discussion of the finding 42

CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 43
5.2 Conclusion 43
5.3 Recommendation 44
5.4 Recommendation for further studies 45
Reference 47
Appendix 49
Questionnaires 50

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