Advertising has been identified as the backbone of success to most manufacturing companies but there have been controversies on whether advertising serves as drive to increase the sales volume of company products or not and whether there would be increase in the demand level of the consumer as advertising increases. Therefore this study investigated the impact of advertising on sales volume of a product. The study employed descriptive survey using questionnaire as the prime instrument for the study. The population of the study comprised of one hundred and thirty-four (134) employee of Guinness Nigeria Plc. Data analysis involve the use of T-test and Pearson Product Moment Correlation. The study revealed that advertising strategies adopted by a firm has significant impact on sales volume of a product. It also showed that there is significant relationship between advertising and the sales volume of a product. The study therefore recommends that government, industry management and companies should embark on companywide awareness of advertising through seminar and workshops to educate and intimate all categories of the employees.
TABLE OF CONTENT
CHAPTER ONE: Introduction
1.1 Background to the Study
1.2 Statement of Problems
1.3 Objective of the Study
1.4 Research Questions
1.5 Research Hypotheses
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Operational Definition of Terms
CHAPTER TWO: Theoretical Framework and Literature Review
2.1 Theoretical Framework
2.1.1 The Sales Effect Model
2.1.2 The dynamic theory of profitability
2.1.3 The Concept of Advertising
2.1.4 Nature of Advertising
2.1.5 Purpose of advertising
2.1.6 Objectives of Advertising
2.1.7 Criteria for Setting Advertising Objectives
2.1.8 Developing Advertising Message
2.1.9 Factors that Determine the Choice of Media
2.1.10 Functions of Advertising
2.1.11 Types of Advertising
2.1.12 Testing of the Advertisement
2.1.13 Criticisms of Advertising
2.1.14 Measuring Advertising Effectiveness
2.1.15 Developing and Managing an Advertising Program
2.1.16 Deciding on the Advertising Budget
2.1.17 Advertising and Sales Relationship
2.2 Related Studies
CHAPTER THREE: Methodology
3.0 Introduction
3.1 Research Design
3.2 Population
3.3 Sample and Sampling Techniques
3.4 Instrumentation
3.5 source of data
3.6 Procedure of Administration of Instrument
3.7 Method of Data Analysis
CHAPTER FOUR: Data Presentation and Interpretation
4.1 Introduction
4.2 Analysis of Respondents’ Demographic Data
4.3 Data Analysis According to Test of Hypotheses
CHAPTER FIVE: Discussion, Conclusion and Recommendation
5.0 Discussion of Findings
5.1 Conclusion
5.2 Recommendations
References
Appendix I: Questionnaire
