Abstract
Advertising is a prominent feature of modern business operations. One could encounter advertising messages, while watching TV, reading magazines, listening to the radio, surfing the internet or even simply working down the street, as advertising has a stimulating influence on purchasing behavior of the consumers. Empirical evidence has proven that advertising increases sales revenue of firms. Advertising provides a platform for firms to create awareness about their products or services and how consumers could make the best out of such products. This study evaluated the effectiveness of advertising expenses on the sales revenue and profitability of selected food and beverages firms in Nigeria. This study was based on secondary data collected for advertising expenditures, sales revenue and profit of food and beverages companies listed in the Nigerian Stock Exchange over the period of 2000 to 2012 from the annual report and accounts of the firms under study. Among the objectives of the study is to determine the extent to which advertising costs impact on the sales revenue and profitability of the selected food and beverages companies in Nigeria. Correlational and Ordinary Least Square regression analysis study designs were adopted for the study. The first hypothesis test showed that advertising expenses has no positive significant relationship with the sales revenue of the companies. Further, the second hypothesis test showed a positive significant relationship between advertising and the profitability of the firms. This study concluded that advertising is one of the most important medium of communication influencing the companies‟ performance in more than one ways. But its influential strategic importance could be suppressed by other factors which also try to receive equal attention at time of deciding any sales and profitability strategy. It is therefore recommended that not only advertising should be given adequate attention while formulating strategies relating to sales revenue and profitability promotion policy. Other factors which are important to increasing sales revenue and profitability such as sales promotion, personal selling, publicity etc which are crucial should be considered.
BACKGROUND TO THE STUDY
Prior to the discovery of petroleum and its commercial mining in Nigeria, Nigeria was esse...
Abstract:
The objectives of this research are to (1) explore the impact of strategic human resource manage...
ABSTRACT
This study is on abortion as a causative factor to the increase in mortality rate among adolescent in Plateau State of Nigeria....
THE INFLUENCE OF CUSTOMER SERVICE ON SALES RETENTION
This research explores the influe...
ABSTRACT
The study is focused on a critical investiagation of banditry on rural community development using funtua local...
Abstract
Share price is a reflection of a company’s performance and investors’ expectations about the future...
ABSTRACT
This study critically analyzes the impact of the concept of ijbar on the practice of child marriage under Islamic law. While chi...
INTRODUCTION
Risk and uncertainty are incidental to life. Man may meet untimely death. He m...
ABSTRACT
This study investigated Influence of Gender and Locality on the Attitude of Adolescent Towards AIDS. 100 were A...
ABSTRACT: Assessing the role of early childhood education in building comm...