ADVERTISING AS AN INSTRUMENT OF MAXIMIZING ORGANISATIONAL PROFITABILITY (USING NIGERIAN BREWERIES PLC. AS THE CASE STUDY)

TOPIC: ADVERTISING AS AN INSTRUMENT OF MAXIMIZING ORGANISATIONAL PROFITABILITY (USING NIGERIAN BREWERIES PLC. AS THE CASE STUDY)

TOPIC IS SUITABLE FOR:
1-Marketing
3-Business Administration
4-Accounting
This research material contains:
1-Chapter One to Five
2-Recent References/Citations
3-Tables/Charts/Graphs in Chapter Four
4-Accurate Data Analysis
5-Table of Contents
6-Questionnaire

ABSTRACT 
This study was carried out to examine advertising as an instrument of maximizing organisational profitability using Nigerian Breweries Plc as a case study. The study was specifically carried out to examine the effect of television advertising on profitability, assess the influence of radio advertising on profitability, determine the effect of social media advertising on profitability, and examine the influence of outdoor advertising on profitability of Nigerian Breweries Plc. The study employed the survey descriptive research design. Hence, the questionnaire was used for data collection, while the data collected were analyzed using frequency tables, mean scores, and standard deviation. The hypotheses test was conducted using simple linear regression statistical tool with SPSS v.25. A total of 1,248 employees constituted the population of the study drawn from marketing, sales, and administrative departments of Nigerian Breweries Plc, while a sample size of 303 was determined using Taro Yamane formula and a validated sample of 288 respondents was used for analysis using stratified and convenience sampling techniques. From the responses obtained and analyzed, the findings reveal that television advertising has a significant effect on profitability of Nigerian Breweries Plc at R = 0.68, R² = 0.46, F = 89.74, P = .000. The study also shows that radio advertising has a significant influence on profitability at R = 0.64, R² = 0.41, F = 74.36, P = .000. Likewise, the study further revealed that social media advertising has a significant effect on profitability at R = 0.72, R² = 0.52, F = 112.35, P = .000. In addition, outdoor advertising was found to have a significant influence on profitability at R = 0.66, R² = 0.44, F = 81.92, P = .000. The study therefore recommends that Nigerian Breweries Plc should intensify integrated advertising strategies across television, radio, social media, and outdoor platforms to enhance customer reach, improve brand visibility, and maximize profitability.
Keywords: Advertising, Profitability, Nigerian Breweries Plc, Television Advertising, Social Media Advertising

CHAPTER ONE
INTRODUCTION (Preview)
1.1 Background of the Study
Today's business world is defined by more market activity, changing consumer preferences, and striving for competitiveness. Strategic communication is essential for awareness creation, shaping consumer attitudes, and maintaining market relevance across various organizations in different industries. Marketing communication has thus become part and parcel of business activity as it helps in communicating between the business and its target markets. Abdullahi (2024) reported that communication devices assisted the organizations in reaching out to customers and making them see them effectively in the dynamic markets. Consequently, Buari et al (2022) noted that the use of promotional activities to create brand identity for organizations and to sustain customers' loyalty has been growing. As more and more companies adopted customer-centric strategies, communication became increasingly vital to the successes of the company. Zakari et al. (2025) found that companies with a successful communication of value proposition to consumers were better able to build their market presence and ensure business growth. Moreover, Ihechu et al. (2022) insisted that communication was important in the formation of consumer perception and product and services acceptance within the market. This general view explains the importance of communication in today's business management and sets the scene for grasping advertising as a specific promotion instrument.
Advertising was one of the most prominent and influential marketing communication tools due to its ability to reach wide mass through different media. The definition of advertising is a non-personal, paid communication that a specific source, or sponsor, uses to send a message to a specific audience about a product, service or idea. Advertising was defined by Ihechu et al. (2022) as a structured way of communicating information, persuading and reminding people about the products offered by the market. As traditional and electronic media increased in importance, so did the importance of advertising, helping organizations communicate more effectively with the consumers. Oteh et al., (2023) noted that advertising played a role in the development of brand awareness and stronger relationship between the firms and the consumers. Likewise, Nwankwo et al. (2024) found that with proper advertising campaigns, there is an improvement in consumer awareness which brings about a positive perception about the organizational products. Advertising also enhances market penetration as indicated by Abdulsalam et al., (2024) which makes the products and services visible. As a result, organisations started to adopt advertising as a marketing tool to shape consumer behaviour, and enhance market positioning.
The integration of advertising into organizational strategy increased the focus on the profitability contribution of advertising. Profitability is how profitable an organization is within the context of its business operations. It is considered as one of the most important measures of the organization's performance, sustainability and long term survival. Profitability was used as a measure to assess the effectiveness of business operations and the use of resources as per the research of Abdulsalam et al. (2024). Advertising helps to increase profits by increasing demand, building brand value, and helping to keep customers. Mgbede et al., (2025) noted that consistent promotion positively impacted the consumer's decision in purchasing and revenue generation. Similarly, Ilakkiya and Tamilselvan (2025) argued that strategic advertising investments benefited the market competitiveness and financial performances. Sajowa (2025) further added that an advertising had a great impact on the consumer's preference which would lead to the increased volume of sales. Furthermore, Buari et al. (2022) posited that continuous advertisement building up the organization's visibility helps to achieve revenue growth and profitability goals in competitive market sectors.
This correlation between advertising and profitability is especially true in the case of the brewing industry where the nature of the product makes brand differentiation, customer loyalty and market visibility extremely important to consumer choice. The Nigerian brewing industry is now a very competitive market, with each brand indulging in a lot of promotions to maintain the interest of the consumers and to build the preference of their brand. Babaiya et al. (2025) found that advertising is still one of the most powerful marketing tools used by beverage firms for increased market visibility and for establishing a brand position. Nigerian Breweries Plc, known for its diverse range of beverage brands and long-standing presence in Nigeria, is one of the major players in the industry. The company has always been able to use a variety of advertising mediums such as television, radio, outdoor media and the Internet to convey the value of its products and keep consumers engaged. In competitive consumer markets, continuous advertising campaigns led to higher brand awareness according to Zakari et al. (2025). Likewise, Babaiya et al. (2025) highlighted the significance of advertising in the growth of the market and the increase in income. It is on this background that this study centres on advertising as an instrument of maximizing organizational profitability with Nigerian Breweries Plc as a case study.

1.2 Statement of the Problem
As advertising has become a more significant part of marketing systems today, it has received a significant attention in academic as well as managerial circles regarding its influence on organisational outcomes. Today's competitive markets demand companies to use strategic communication tools to improve visibility and also to have long-term financial sustainability. Advertising is an important aspect of the promotional mix and has long been recognised for its ability to influence consumers' attitudes and create demand. Abdullahi (2024) and Buari et al. (2022) reported that organizations have been adopting communication-based strategies to enhance the positioning of business and boost its visibility and awareness in the market. Likewise, Zakari et al. (2025) and Ihechu et al. (2022) stressed that advertising activities played major roles in the effective engagement of consumers and awareness of markets. However, the need for a critical assessment of the translation of advertising to financial results still exists, especially in the very competitive era of brewing in Nigeria.
In the current business environment, lots of establishments still put a lot of resources into marketing campaigns, without any assurance that it is driving their profitability straight. Advertising should lead to higher sales volume, greater customer loyalty and, ultimately, higher profit margins, ideally. In reality, however, when some companies spend a lot of money on promotions, they still fail to see an improvement in their finances, which means there may be some inefficiency in how they're going about the execution of promotions or how they're matching their promotions to their strategy. Abdulsalam et al. (2024) and Mgbede et al. (2025) pointed out that advertising is a factor that affects consumers' behaviour but this effect depends on advertising design and targeting. Moreover, Ilakkiya and Tamilselvan (2025) and Oteh et al. (2023) reported that the changes of media selection, the content of the message and frequency of the message may not be enough to fully accomplish the profitable objectives of advertising. This is a scenario that has a disconnect between what's wanted and what's actually happening, and a concern about how effective advertising dollars are toward organizational profitability.
The advertising spending–profiling relationships in the Nigerian brewing industry are especially relevant in the context of the fierce rivalry and fast-changing tastes in the industry. There is still a lack of clarity over how effectively advertising helps firms to develop a stronger brand and higher market share, while ensuring sustained financial growth. Although Nigerian Breweries Plc has a strong presence in the market and is advertising continuously, the market is a dynamic market where competition also resorts to using aggressive promotional strategies. Sajowa (2025) and Nwankwo et al. (2024) pointed out that while advertising can help to improve consumer awareness, its direct contribution to profitability is not always in direct proportion to the advertising expenditures in different firms and contexts. Babaiya et al. (2025) also showed that the results of advertising are inconsistent, raising doubts about the effectiveness of advertising as a means of profitability. The aim of this study therefore is to look at the level of advertising as a tool for maximising the profit of the organization under study, Nigerian Breweries Plc to help fill the identified gap between advertising activities and the financial performance thereof.
1.3 Objectives of the Study
The main purpose of this study is to examine the advertising as an instrument of maximizing organisational profitability (using Nigerian breweries plc. as the case study). The specific objectives of the study seek:
1.Examine the effect of television advertising on the profitability of Nigerian Breweries Plc.
2.Assess the influence of radio advertising on the profitability of Nigerian Breweries Plc.
3.Determine the effect of social media advertising on the profitability of Nigerian Breweries Plc.
4.Examine the influence of outdoor advertising on the profitability of Nigerian Breweries Plc.
OTHER PARTS OF CHAPTER ONE INCLUDE:
1.4 Research Questions
1.5 Hypotheses
1.6 Scope of the Study
1.7 Significance of the Study
1.8 Operational Definition of Terms 

CHAPTER TWO
REVIEW OF LITERATURE (Preview)
This chapter critically examines relevant literature that would assist in explaining the research problem and, furthermore, recognizes the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps. This chapter, therefore, focuses on the concept of advertising, the concept of organisational profitability, the role of advertising in maximizing organisational profitability, the relationship between advertising and consumer purchasing behaviour, and the impact of advertising on the profitability etc. The chapter is sub-grouped into the following major headings:
2.1 Conceptual Framework
2.2 Theoretical Framework
2.3 Empirical Review
2.4 Summary of Literature Review

CHAPTER THREE
METHODOLOGY (Preview)
Presented below is a snapshot of key areas of the study methodology, the full and detail chapter three methodology is contained in the instant download document.

Research Design: The study adopted a descriptive research design.
Population of the Study: The population of the study comprises all employees of Nigerian Breweries Plc across the selected marketing, sales, and administrative departments.
Sample Size Determination: The study adopted the Taro Yamane formula to determine a sample size of 303 participants.
Sampling Technique: The study employed a multi-stage sampling technique to select the individual respondents.
Research Instrument: The study utilized a structured questionnaire as the instrument for data collection.
Methods of Data Analysis: The collected data were analyzed using frequencies, percentages, means, and standard deviations to summarize and present the demographic characteristics of the respondents and their opinions. Inferential statistics, such as Simple Linear Regression, were used to test the hypotheses.
Full outline for chapter three:
3.1 Preamble
3.2 Research Design
3.3 Research Population
3.4 Sample and Sampling Technique
3.4.1 Sample size determination method
3.5 Method of Data Collection
3.6 Research Instrument
3.6.1 Administration of Instrument
3.7 Pilot Study
3.7.1 Validity of Instrument
3.7.2 Reliability of Instrument
3.8 Method(s) of Data Analysis
3.9 Model Specification
3.9.1 A priori Expectations
3.10 Ethical Considerations

CHAPTER FOUR; DATA PRESENTATION, ANALYSES, AND DISCUSSION
MAJOR FINDINGS (Preview)
The analysis results were presented in tables. Based on the results obtained from the analysis, the following findings are made: 

i. The study found that television advertising has a significant positive effect on the profitability of Nigerian Breweries Plc, as evidenced by a grand mean of 3.63, which is above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a regression coefficient (β) of 0.68, t-value of 9.47, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

ii. The study found that radio advertising has a significant positive influence on the profitability of Nigerian Breweries Plc, as evidenced by a grand mean of 3.66, which is above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a regression coefficient (β) of 0.64, t-value of 8.62, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

iii. The study found that social media advertising has a significant positive effect on the profitability of Nigerian Breweries Plc, as evidenced by a grand mean of 3.82, which is above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a regression coefficient (β) of 0.72, t-value of 10.60, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

iv. The study found that outdoor advertising has a significant positive influence on the profitability of Nigerian Breweries Plc, as evidenced by a grand mean of 3.73, which is above the acceptance benchmark of 3.00. The corresponding hypothesis test further showed a regression coefficient (β) of 0.66, t-value of 9.05, and p-value of 0.000 (p < 0.05), leading to the rejection of the null hypothesis.

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
This chapter covers the following outline:
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
5.4 Entrepreneurial Value of the Study
5.5 Contribution to Knowledge
5.6 Limitations of the Study
5.7 Suggestions for Further Studies
Reference
Appendix

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