Download Category: MARKETING

THE IMPACT OF TELEVISION ADVERTISEMENT OF ‘ALWAYS’ ON CONSUMERS CHOICE OF SANITARY TOWEL

ABSTRACT: This research explores the influence of television advertisements for the “Always” sanitary towel brand on consumer purchasing decisions at Federal Polytechnic Oko. The study aims to ascertain the extent to which these advertisements affect the choices of consumers regarding sanitary products. Given the unique advantages of television—combining visual and auditory elements to impress messages—this … Read more

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THE EFFECTIVE MARKETING COMMUNICATION AS A TOOL FOR GREATER PRODUCTIVITY IN ORGANIZATION (A CASE STUDY OF UNION PLC AWKA)

ABSTRACT: This research explores the critical role of effective marketing communication in enhancing productivity within organizations, with a specific focus on Union Bank Nigeria Plc in Awka. The study aims to investigate the relationship between communication practices and organizational productivity by examining both primary and secondary data sources, including questionnaires, interviews, and company records. Findings … Read more

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THE EFFECTIVENESS OF PUBLIC RELATIONS PRACTICE IN THE OIL SECTOR

ABSTRACT: This research paper investigates the effectiveness of public relations practices in the oil sector, focusing specifically on African Petroleum Plc. As a key player in the petroleum product and chemical markets, African Petroleum recognizes that maintaining public support, goodwill, and a strong corporate image are crucial for business success. This study aims to assess … Read more

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AN ANALYSIS OF THE ROLE OF PACKAGING IN MODERN MARKETING (A CASE STUDY OF ISO GLASS, IBADAN, OYO STATE)

ABSTRACT: This study investigates the crucial role of packaging in modern marketing, focusing on Iso Glass Plc, a prominent glass manufacturing company located in Ibadan, Oyo State, Nigeria. The research aims to elucidate how effective packaging strategies can significantly enhance market perceptions and consumer behavior. The introduction discusses the foundational concepts of packaging, highlighting its … Read more

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IMPACT OF PUBLIC RELATION ON MARKETING OF BANKING SERVICE IN ENUGU METROPOLIES (A CASE STUDY OF ZENITH BANK PLC)

ABSTRACT: This research investigates the role of public relations in enhancing the marketing strategies of banking services in Enugu metropolis, particularly focusing on Zenith Bank PLC. The study reveals a significant gap between the bank’s public relations efforts and customer perceptions, highlighting the challenges in managing corporate image amidst rising customer complaints. Using a mixed-methods … Read more

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DETERMINING THE EFFECT OF ADVERTISING STRATEGY ADAPTED IN THE SALES OF CONSUMER GOODS (A CASE STUDY OF UNILEVER NIGERIA PLC)

ABSTRACT: This research investigates the effectiveness of advertising strategies employed by Unilever Nigeria Plc in driving sales of consumer goods. As promotional activities play a crucial role in bridging the gap between products and consumers, this study identifies the impact of advertising on sales revenue and consumer behavior. Drawing on a random sampling method, the … Read more

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THE ROLE OF PUBLIC RELATIONS IN CONSUMER ACCEPTANCE OF PURE WATER IN ANAMBRA (A CASE STUDY OF ROCK TAMA PURE WATER INDUSTRY ANAMBRA

ABSTRACT: This study examines the critical role of public relations (PR) in influencing consumer acceptance of pure water products in Anambra State, utilizing Rock Tama Pure Water Industry as a case study. The research aims to explore how effective PR strategies can facilitate relationships between businesses and consumers, ultimately enhancing brand loyalty and trust. Primary … Read more

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CONSUMER BRAND PREFERENCE IN THE PURCHASE OF BEVERAGE IN ENUGU METROPOLIS

ABSTRACT: This study explores consumer brand preferences in the purchase of beverages within Enugu Metropolis, focusing on locally processed versus foreign brands. The objectives include identifying factors influencing consumer choices, such as behavioral determinants, price sensitivity, and product quality. The study also examines challenges faced by local beverage producers, including inadequate funding, poor product standardization, … Read more

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THE INFLUENCE OF PRODUCT QUALITY ON BRAND LOYALTY IN NIGERIA (A CASE STUDY OF EKWULOBIA RESIDENCE)

ABSTRACT This study explores the relationship between product quality and brand loyalty, focusing on consumers in Ekwulobia, Anambra State, Nigeria. Specifically, it investigates how product quality influences brand loyalty, with a case study of Peak Milk, a leading dairy brand in Nigeria. Using a combination of primary and secondary data sources, the research employs descriptive … Read more

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AUDIENCE PERCEPTION OF FEMALE MODELS IN ADVERTISING MESSAGES (A STUDY OF “ALWAYS ULTRA” COMMERCIALS) IN ENUGU METROPOLIS

Abstract This study investigates the audience perception of female models in advertising, specifically examining the impact of “Always Ultra” commercials in Enugu Metropolis. Utilizing a survey research method, the study collected data through questionnaires to assess how these advertisements influence viewers’ attitudes toward female models. The findings reveal a predominantly positive perception among the audience, … Read more

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