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Improving Sales Revenue through Advertising: The Nigerian Experience

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  • Thomas D. Ayodele

Abstract

The thrust of the paper was to find out the impact of advertising on sales revenue of Nigerian manufacturing companies and to find out how sales revenue of companies can be improved through the use of advertisement. The paper adopted the survey research method and primary data were used. The data were collected through the use of questionnaire served on 60 staff members of Cadbury Nig plc and Unilever Nig.plc, in which 55 of the questionnaire copies were filled and returned for analysis. Simple percentages and frequency table were used for data analysis and F-ratio was used to test the various formulated hypotheses. It was found out that there is a positive and significant relationship between advertisement and sales revenue and that proper advertisement made will surely improve the sales revenue of the companies and hence overall profit level of the companies. It was therefore recommended that companies should see advertisement as a necessity and a strong tool for their growth hence should be ready to invest in that direction in order to boost their sales revenue and overall income of the companies by retaining customers and by wining other would be customers.

Suggested Citation

  • Thomas D. Ayodele, 2015. "Improving Sales Revenue through Advertising: The Nigerian Experience," International Journal of Financial Economics, Research Academy of Social Sciences, vol. 4(2), pages 115-121.
    • Handle: RePEc:rss:jnljfe:v4i2p5
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