THE EFFECT OF ADVERTISING ON THE MARKETING OF PETROLEUM PRODUCTS: A CASE STUDY OF TEXACO NIGERIA PLC

📄 Project 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 b...