THE UTILISATION OF ADVERTISING AS A POTENT INSTRUMENT FOR FOSTERING BUSINESS EXPANSION : A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC

Abstract: The research focused on the utilisation of advertising as a potent instrument for fostering business expansion. Advertising is defined as the dissemination of information or persuasive messages through various media channels, with the intention of promoting ideas, products, or services. This communication is typically carried out by a sponsor who is clearly known. The primary objective of advertising is to generate product awareness and enhance brand preference. Hence, the significance of its contribution to the achievement of a company's purpose of generating profits cannot be overstated. The research employed the Nigerian Bottling Company (NBC) Plc, Benin City branch as its focal point for investigation. It may be argued that there may be an inclination to assume that a firm of NBC's stature would adopt a relaxed approach towards its advertising strategies. However, this assertion does not hold true. The Company actively promotes its products through various advertising channels, including television, radio, print media, and outdoor advertising such as billboards. The study aims to investigate the impact of advertising on primary demand, the degree to which it influences consumer loyalty, and its correlation with sales volume. Ultimately, the study suggests that even prominent entities are compelled to continue advertising in order to maintain and expand their economic operations.