The Role Of Advertising In The Marketing Of Consumer Products (A Case Study Of Katsina Oil Mills)

📄 Project Abstract

Any activity aimed at influencing both potential and existing customers or consumers by an identified producer or manufacturer in order to increase the sales of his products and/or services is termed advertising. This can take many forms depending on the nature of the product, the needs of the consumer, the size of the market, competitions, the purchasing power of the consumer and of course the financial position as well as advertising strategy of the company in question. Based on the literature, the study of Katsina Oil Mills was undertaken so as to have an insight on how the various sales promotional schemes are formulated and implemented. Other aspects considered also includes the advantages and disadvantages of such schemes, competition, general problem and suggestions with regards to possible solution. Some of the major findings of the research are that despite depressed consumer demand arising from of severe liquidity crunch in the economy, Katsina Oil Mills is able to maintain a...