ABSTRACT 

This study examined “Effect of Advertising on sale Performance of B-Lux Paint in Umuahia, Abia State”. The study examined the various variable for sales performance (sales volume, profitability, marketshare). The study adopted the descriptive research design. Using questionnaire distributed to 80, management, Distributor and customers of B-lux paints Umuahia. The study adopted ANOVA analysis techniques in analyzing the primary data used for the study. It was discovered that advertising persuade customers to buy B-lux paint and advertising have positive and significant effect on sales volume, profitability and marketshare. It is recommended that B-lux paint should develop more effective advertising campaign to attract potential customers and reinforce brand loyalty to existing customers. The advertising message should use persuasive and reminder oriented.

TABLE OF CONTENT

TITLE PAGE

COVER PAGE - - - - - - - - - i

DECLARATION -- - - - - - - - ii

CERTIFICATION - - - - - - -- - iii

DEDICATION - - - - - -- - - - iv

ACKNOWLDGEMENT - - - - - - - - v

TABLE OF CONTENTS - - - -- - - - vi

LIST OF TABLES - - - - - - - - ix

ABSTRACT - - - - - - - - - x

CHAPTER ONE 

INTRODUCTION 

1.1 BACKGROUND TO THE STUDY - - -- -- - 1

1.2 Statement of the problem - - - - - - - 3

1.3 Objectives of the study - --- - - - - - 4

1.4 Research Questions - - - - --- - - 4

1.5 Research hypothesis - - - - - - - 5

1.6 Significance of study - - - - - - - 5

1.7 Scope of the study - - - - - - - - 6

1.8 Operation definition of terms - - - - - - 7

1.9 Brief historical background of B-Lux Paint Industry Ltd. - - 8

CHAPTER TWO 

2.0 REVIEW OF RELATED LITERATURE - - - - 9

2.1 Conceptual framework - - - - - - - 9

2.2 Objectives of advertising - - - - - - 15

2.3 Criteria for setting advertising objectives - - - - 16

2.4 The role of advertising - - - - - - - 16

2.5 Advertising and consumer behavior - - - - - 17

2.6 Advertising budget and appropriations - - - - 18

2.7 Evaluating Advertising Effectiveness on corporate profit - - 20

2.8 Types of Advertising Media - - - - - - 21

2.9 Benefits of Advertising - - - - - - - 22

2.10 Theoretical Framework - - - - --- - - 23

2.11 Empirical Theory  - - - - - - - - 29

CHAPTER THREE 

3.0 RESEARCH METHODOLOGY - - - - - 32

3.1 Introduction - - -- - - - - - 32

3.2 Research Design -- - - - - - - - 32

3.3 Area of Study - - - - - - - 33

3.4 Population of the study - - - - - - - 34

3.5 Determination of sample size - - - - - - 34

3.6 Data collection - - - - -- - - - 35

3.7.1 Source of data - - - -- - - - - 35

3.7.2 Data types and sources - - - - - - - 35

3.7 Validity - - - - - - - - - 36

3.8 The reliability of the instrument - - - - - 36

3.9 Sampling Techniques - - - - - - - 37

3.10 Method of Data Analysis - - - - - - 37

3.11 Model Specification - - -- - - - - 37

CHAPTER FOUR

4.0 DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1 General Description -- - - - - - - - 38

4.2 Hypotheses testing - - - - - - - - 44

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION 47

5.1 SUMMARY - - - - - - - - 47

5.2 CONCLUSION - - - - - - - - 47

5.3 RECOMMENDATIONS - - - - - - - 48

REFERENCE 

APPENDIX 

QUESTIONNAIRE