Impact of Advertising on Organizational Sales Turnover: Nigerian Breweries Plc Experience

Abstract

Advertising is the blood of any organization; its activities cannot be underestimated for company who wishes to remain in a global competitive environment. This research paper examined the impact of advertising on sales turnover with special reference to Nigerian Breweries Plc. Data were collected through structured questionnaire and six years annual reports and accounts of Nigerian Breweries. Sample size for the study was ninety participants and data were analyzed through Pearson Product Moment Correlation coefficient with the aid of statistical package for social science (SPSS) version 16. Result showed that that is strong positive significant relationship between advertising and sales turnover and it was discovered that importance of advertising cannot be underestimated in achieving organization stated objectives especially in this global business competitive environment. Subsequently, recommendations were made to the management to improve advertising budget every year and also to engage in electronic advertising so as to have access to global market.

Key words: Advertising, sales, communication and Nigerian Breweries Plc