THE EFFECT OF MEDIA ADVERTISEMENT ON SALES OF CONSUMER GOODS IN SOME SELECTED MARKETING FIRMS IN LAGOS
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STATEMENT OF RESEARCH PROBLEM
It has always been a problem to ascertain whether or not advertising has any correlation or bearing with corporate performance. Also, most people wonder if the amount spent or budgeted on advertisement annually does directly translate to all that is required to say a company has performed.
The focus here will be to have series of corporate performance analysis in terms of top-line and bottom-line growth i.e Revenue and Profit matched against Advertisement cost over several years (minimum of 5 years). This could also be drilled down on various product brand performance during the same period as highlighted above. Corporate performance is vital to the organization continual existence.
Technological advancement in the economy has led to change of the taste of some passengers. The problem then arises of the need to enlighten the targeted market and make them aware of the current and advanced state of the products and services.
This study is thus an attempt to assess the impact or effect of media advertisement on sales of consumer goods.
1.3 OBJECTIVES OF THE STUDY
The main objectives of this study it to examine the effect of Advertising campaign on sales of consumer goods. To achieve this, the following specific objectives shall be our guide.
To determine the impact of media advertising enhances consumer’s patronage of consumer’s goods.
To determine whether media advertising activities influenced consumer buying behaviour and increase consumption pattern.
To determine whether media advertisement enhances consumer’s loyalty.
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