THE ROLE OF ADVERTISING AS AN ELEMENT OF PROMOTIONAL MIX (A CASE STUDY OF KADUNA REFINING & PETROCHEMICAL COMPANY LTD)
THE ROLE OF ADVERTISING AS AN ELEMENT OF PROMOTIONAL MIX (A CASE STUDY OF KADUNA REFINING & PETROCHEMICAL COMPANY LTD)
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Date
1998-10
Authors
ASHIRU, KABI MATAZU
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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.
Description
BEING A PROJECT SUBMITTED TO POSTGRADUATE SCHOOL
AHMADU BELLO UNIVERSITY, ZARIA
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE AWARD OF DEGREE OF MASTER OF
BUSINESS ADMINISTRATION (MBA)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY, ZARIA - NIGERIA
OCTOBER, 1998
Keywords
THE ROLE,, ADVERTISING,, ELEMENT,, PROMOTIONAL,, KADUNA,, REFINING,, PETROCHEMICAL COMPANY