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 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.
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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
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