THE SIGNIFICANCE OF ADVERTISING IN THE MANAGEMENT OF BUSINESS ORGANIZATION

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TABLE OF CONTENTS
Title page i
Approval page ii
Dedication iii
Acknowledgements iv
Table of contents v
Abstract viii CHAPTER ONE: Introduction
1.1 Background to the study 1
1.2 Statement of Problem 3
1.3 Objectives of study 4
1.4 Research Questions 4
1.5 Significance of the study 5
1.6 Scope of study 5
1.7 Operational definition of terms 5
CHAPTER TWO: Literature Review
2.0 Introduction 7
2.1 Conceptual Review 7
2.2 Digital Advertising 15
2.3 Physical Advertising 16
2.4 Importance of Advertising 19
2.5 Brief history of television in Nigeria 22
2.6 Empirical review 29
2.8 Theoretical Framework 31
CHAPTER THREE: Research Methodology 35
3.0 Introduction 35
3.1 Research Design 35
3.2 Population of study 35
3.3 Sampling size and sampling technique 35
3.4 Data collection instrument 36
3.5 Data analysis 36
3.6 Validity of Instrument 36
3.7 Reliability of Instrument 37
CHAPTER FOUR: Presentation and Analysis of data 39
4.1 Data presentation of core research questions 41
4.2 Discussion of findings 44
CHAPTER FIVE: Summary, Conclusion and Recommendations 47
5.1 Introduction 47
5.1 Summary of findings 47
5.2 Conclusion 49
5.3 Recommendations 49
References 50
Appendix I 53
Appendix II 54

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