THE EFFECT OF ADVERTISING ON THE MARKETING OF PETROLEUM PRODUCTS: A CASE STUDY OF TEXACO NIGERIA PLC
THE EFFECT OF ADVERTISING ON THE MARKETING OF PETROLEUM PRODUCTS: A CASE STUDY OF TEXACO NIGERIA PLC
No Thumbnail Available
Date
1998-07
Authors
NUHU, SHUAIB
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The study addressed itself to the effect of advertising on the marketing of
petroleum products with particular emphasis on Texaco Nigeria Plc and the study was
restricted to the northern part of the Country. The aim was to evaluate Texaco's
current advertising strategies and consequently come up with the ideal strategy for the
company. Existing literature was reviewed to show the various forms of
promotional tools, types of advertising and advertising media. Factors influencing
media selection were also reviewed. The benefits and objectives of advertising were
discussed.
Questionnaire and interview were used to obtain primary information.
Secondary information were derived from records obtained from the company and other
related materials.
The findings of this research work showed that the present advertising campaign
of the company of study is ineffective. This was attributed to the fact that emphasis
was placed on newspaper and billboard. These failed to create the necessary impact
because the majority of the target market were either illiterates or poorly educated.
The study revealed that radio and television are the most appropriate media
through which Texaco should advertise her products in the north.
Description
A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL
AHMADU BELLO UNIVERSITY, ZARIA, IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
(M.B.A.)
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY,
ZARIA.
Keywords
ADVERTISING,, MARKETING,, PETROLEUM PRODUCTS,, TEXACO NIGERIA PLC