THE ROLE OF ADVERTISING ON PRODUCT POSITIONING (A CASE STUDY OF COCA-COLA NIGERIAN BOTTLING COMPANY PLC)

📄 Project Abstract

Advertising as adopted by American Marketing Association is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. The history of Advertising can be traced back to the very beginning of recorded history, when the archaeologist dug up signs of various events and offers. Again, the Romans painted walls to announce gladiator fights, and the Phoenicians were said to have painted pictures of their wares on large rocks along parade routes. In Greece during the golden age, town criers announced the sale of cattle, craft items and cosmetics as well. For instance an early signing commercial goes like this; for eyes that are shining, for checks like the dawn, for beauty that lasts after the girlhood is gone, for prices in reason, the woman who knows will buy her cosmetics from Aesclyptos. However, modern advertising is entirely different from the early efforts. Advertising is used mostly by commercial firms, nonprofit organizations, profess...