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THE ROLE OF ADVERTISING AS AN ELEMENT OF PROMOTIONAL MIX (A CASE STUDY OF KADUNA REFINING & PETROCHEMICAL COMPANY LTD)
ABSTRACT
Just like any other product, petroleum products need to be advertised. This is to, among other things, ensure greater customer awareness through provision of required information about the products thereby enhancing the customers’
wider acceptance and usage of the products. Perceived non-challant attitudes of the manufacturers and marketers of the products in advertising or using wrong promotional mix in advertising the products by the few that cared to do so necessitated this research work. Advertisement in NNPC/KRPC and by extension the Nigerian oil industry is
perceived to be promoting the corporate bodies more than the products they produce. This research tries to ascertain whether such attitudes are deliberate corporate strategy adopted by NNDC/KRPC and the oil industry.
In conducting this research, stratified sampling technique was employed where the population, which comprises the products producers, marketers, consumers arc! advertising academicians/professionals totaling to 1000
people were either orally or formally interviewed through visiting their places of businesses. At the end of the research work the researcher was able to draw some conclusions on which other researchers should try to re-establish and validate so that such conclusions could be more acceptable on their contributions to knowledge. These conclusions are:- (a) that majority of the products consumers are influenced by advertisements more than packaging. (b) that most advertisement were found to be more relevant to the well-todo than to the vehicle owners/users; (c) that the existence of relationship between advertisement and sales volumes is further confirmed;
(d) that kerosine, petrol and engine oil are found to be most popular products to the consumers;
(e) that in addition to promoting products, advertisements are found to be effective and efficient tool for promoting company image.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
