THE ROLE OF ADVERTISING IN AN ERA OF SCARCITY (A Case Study of Jos International Breweries Plc, Jos)
THE ROLE OF ADVERTISING IN AN ERA OF SCARCITY (A Case Study of Jos International Breweries Plc, Jos)
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Date
1998-10
Authors
ABANIWO, DAVID SUNDAY
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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
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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.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL, AHMADU
BELLO UNIVERSITY, ZARIA IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DECREE OF MASTER OF
BUSINESS ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION, INSTITUTE OF
ADMINISTRATION, AHMADU BELLO UNIVERSITY, ZARIA NIGERIA
OCTOBER, 1998
Keywords
ROLE, ADVERTISING, ERA, SCARCITY, International Breweries