THE EFFECT OF ADVERTISING ON THE SALES OF TOOTHPASTE (A CASE STUDY OF UNILEVER NIGERIA PLC BENIN BRANCH)
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ABSTRACT
This study was carried out on the effect of advertising on the sales of toothpaste using Unilever Nigeria Plc Benin branch as case study. To achieve this, three significant research objectives were formulated. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of all the staff of Unilever Nigeria Plc Benin branch. In determining the sample size, the researcher conveniently selected 60 respondents while 55 were received and 50 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and percentage, while the hypothesis were tested using Chi-square statistical tool. The result of the findings reveals that adverts have a positive effect on the sale of tooth paste, and the increase in sale promotion adverts also have a positive effect on the sale volume of tooth paste. In regard to the findings, the study recommends that management of companies should engage in electronic advertising so that they can have access to global market. And the management should ensure that the advertising campaign is such that creates effects on all classes of consumers other than targeting on a selected few.
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