CHAPTER ONE
1.1    INTRODUCTION
    Advertising consists of all activities involved in presenting to a group, a non-personal, oral or visual, openly sponsor message regarding a product, services or ideal. This message called on advertising is disseminated though one or more media and paid for by the identified sponsor.
    Essentially, advertising is a means of spreading information. However, it will be useful to a reader of this project as to distinguish it from other form of communication.
    Advertising is further distinguished by this fact that it is employed for promotion to large audience. In fact, it is often referred to as mass selling, through the medium of television, for instance.
    A further important characteristic of advertising that usually distinguishes it from personal selling to the degree of control that can be maintained over the promotional effort advertising have great influence on a product.
1.2    STATEMENT OF THE PROBLEM
    Advertising suffer from the inability of many organization to get qualified and experience media through which advertisement can be carried out due to financial constraints.
    This depth survey is desired to make a close analytical study into the effect of advertisement on the sales performance of coca-cola and beverages industries limited, Lagos.
    More importantly, advertising as one of the promotional tools is been applied in virtually and organization as most organizations all aware of crucial rate played by advertising in boosting their sales volume and profitability but the fact cannot be defined that some organization are still ignorant of the actual practice of advertising.
1.3    OBJECTIVES OF THE STUDY
    The study will embrace the concept of promotion of general different techniques of advertising used in promoting coca-cola and suggest. If necessary at the end of the study, the possibility of improving the present advertising programmes to make it more effective.
    The study will emphasized whether advertising is necessary or not during the period of research, that is, when the sellers market prevails.
    The study will bring development on the technology of coca-cola company and make sure that the consumers enjoyed maximum satisfaction through advertising it may be external or internal.
    The aim and objectivity of advertisement in coca-cola company make assess and effort of the company work efficiency.
1.4    IMPORTANCE OF THE STUDY
    The importance of the study is to know if the company is making use of the promotional mix such as advertisement, personal selling, sales promotion and publicity. And if does, which one of the promotional mix is applied.
    Because for many company to prosper, it is very necessary for their company to carry out effective promotion which is one of the controllable variable in marketing management. And this is done to create the awareness of the product to the public that a particular company and its product is existing with fair price at the right time.