THE ROLE OF ADVERTISING AS AN ELEMENT OF PROMOTIONAL MIX (A CASE STUDY OF KADUNA REFINING & PETROCHEMICAL COMPANY LTD)

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dc.contributor.authorASHIRU, KABI MATAZU
dc.date.accessioned2014-03-12T08:58:24Z
dc.date.available2014-03-12T08:58:24Z
dc.date.issued1998-10
dc.descriptionBEING 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, 1998en_US
dc.description.abstractJust 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.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/3774
dc.language.isoenen_US
dc.subjectTHE ROLE,en_US
dc.subjectADVERTISING,en_US
dc.subjectELEMENT,en_US
dc.subjectPROMOTIONAL,en_US
dc.subjectKADUNA,en_US
dc.subjectREFINING,en_US
dc.subjectPETROCHEMICAL COMPANYen_US
dc.titleTHE ROLE OF ADVERTISING AS AN ELEMENT OF PROMOTIONAL MIX (A CASE STUDY OF KADUNA REFINING & PETROCHEMICAL COMPANY LTD)en_US
dc.typeThesisen_US
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