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THE ROLE OF ADVERTISING IN AN ERA OF SCARCITY (A CASE STUDY OF JOS INTERNATIONAL BREWERIES PLC, JOS)
ABSTRACT
Advertising as a purposive communication perpetuated by business organisations to direct its message, visual, spoken or written to the target audience (consumers) is an indispensable phenomenon in the modern world of marketing. Because it creates awareness of products and services by informing, influencing and persuading consumers to make a rational choice, advertising accelerates economic activities during the periods of abundance and scarcity. Conscious of its role, Jos International Breweries Pic, avail itself of the services offered by advertising media of communication during the period of scarcity. To elicit data collection and eventual data analysis, interviews and questionnaire survey techniques were employed. Results from the findings show that: 1) Jos International Breweries Plc recognising the roles advertising in getting its Product across to the target audience do advertise not only at the time of abundance and scarcity. 2) Consumers are influenced by the media of communication selected . and, thus, the rate of’Rock Beer consumption is enhanced. Based on the findings, the under-listed recommendations are made: (i) A separate Advertising Unit should be created within the Commercial vii Division of the company to liaise between the media Agency and the company, Equitable utilization of types of media selection especially Radio/TV should be given adequate priority, (iii) A combination of percentage of sales and objective/task techniques in allocating advertising budget should be adopted by the company. With the findings and recommendations of this research work, it is expected that Jos International Breweries Plc, and other manufacturing Industries will take advantage of advertising especially in an era of scarcity.
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
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