Wednesday, January 18, 2023

CUSTOMER ATTITUDE TOWARDS INTERNET ADVERTISING AND ONLINE SALES STUDY OF COCA-COLA COMPANY

 INTRODUCTION

1.1       Background to the Study

Advertising is all but one part of marketing and communication process. The greatest advertising all over the world cannot sell a product which is not in store, because the distribution system has products which they feel cost is too much and do not live up to expectation. Advertising is a subset of promotion mix which is one of the 4ps in the marketing mix i.e. product, price, place and promotion. As a promotional strategy, advertising serves as a major tool in creating product awareness and condition the mind of a potential consumer to take eventual purchase decision.

According to William (2014), advertising consists “all activities that involve presenting to a group, nonperson, oral or visual sponsored messages regarding a product, service or idea “Advertising is directed to groups of people and is therefore non-personal. Companies usually sponsor advertising in order to convince the public that their products will benefit them ultimate terms, advertising is undertaken to increase company sale and profit what they otherwise would be advertise, however is rarely able to create sales by itself. Whether the customer buys also depends upon the product, the price, the packaging the personal selling price and the other aspect of the marketing process.

The internet has come with an evolution that cannot be compared with existing technologies that were before it. According to Molosi (2019) remarked that the television revolution took 13 yearrs to reach about 50 million viewers and the internet achieved this mark in only 4 years. There is no doubt form the fact that the rate of deployment of new technologies in developing countries is low, especially those of sub-saharan Africa. This is particularly noticeable in the areas of telecommunication and computing infrastructure, has led to increase through ISDN, VSAT and even through their mobile phones.

All the computers are built in an internet operate common language or prototype as standard in order that a free flow communication (between sender and receiver) is enhanced, the difference in hardware or software notwithstanding. The benefits in an internet to all disciplines according to Adeola (2016) are in its facilitator of globalization process. Thus, internet is advertising in particular and marketing in general is the gateway effective buying and selling globally, considering the intensive knowledge and opportunity it provides.

Internet therefore educates, persuades and guides and advertiser to an effective decisions relative to limited available resources and dispersed customer of a product or services. According to Igbinosa (2018), effective internet usage in marketing (especially advert) is a necessity to overcoming competition and ultimately arrives at a success. He however, added that internet usage in advertising a product or services should be exercise with caution as a result of variety of risks surrounding networking for it performance and security in data.  

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POSITIVE WORLD is an established multimedia and research organization for academic innovation, research resolution and updated research information and services. We offers you fresh and Updated Project Topics, Project Guide, Project Tips and Complete Project Materials for final year Students in Mass Communication, Journalism, Marketing, Advertising, Public Relations, Business Administration, Office Technology and Management, Computer Science, Accounting. Our Project materials covers Chapter One to Five (1-5), including Abstract, Table of Contents, References and Questionnaire/Coding Sheets, Content Categories where appropriate. We also analyse data using Statistical Package for Social Science (SPSS).

 

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