Journal of Emerging Trends in Economics and Management Sciences: Home

Article Title:
The Association between Advertising and Sales Volume: A Case Study of Nigerian Bottling Company Plc
by Akanbi, Paul A. and Adeyeye, Tolulope C.

Abstract:
Advertising is a form of communication that attempts to interpret the qualities of products, services and ideas in terms of consumer needs and wants. Some companies or organizations embrace advertising to achieve goodwill, high market share and sales. This research work is on the impact of advertising on sales volume with particular reference to Nigerian Bottling Company. The objective of the study is to examine the impact of advertising as a tool for growth in the company's sales, market share and profitability. It also seeks to study the nature of advertising as well as the relationship between advertising and sales. The statistical analytical techniques used for this study include student 't' test and ordinary least square regression method. The secondary data were collected from the company's annual financial records and account for eleven years covering 1999 - 2009. The major result showed that there is a significant relationship between advertising and the sales of the company. The study also showed that there is a significant improvement in the sales of the company as a result of advertising. It was recommended that organizations should educate the general public through advertising on the uses, functions and benefits of their products.

Keywords: advertising, sales volume, market share, communication, association

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