THE IMPACT OF ADVERTISING ON SALES PERFORMANCE: A CASE STUDY OF NASCO MARKETING COMPANY, JOS
Nyikwagh, Eric Terver
Volume 9 Issue 2
Abstract
The study examines The Impact of Advertising on Sales Performance: A Case Study of Nasco Marketing Company, Jos.the objectives aimed at evaluating the impact of brand advertising on the sales performance of Nasco Marketing Company, Jos and determine the effect of direct sales advertisements on the sales performance of Nasco Marketing Company, Jos. Survey research technique was adopted as the design of the study. The data used were sourced from primary sources. A total of five hundred respondents were sampled from both the staff of the company and the customers. The data generated were analyzed using mean and standard analysis. Regression analysis was employed to test the hypotheses formulated. The result from the test of hypotheses revealed that the variables brand advertisement and direct sales advertisement are positive and statistically significant at 5%, indicating that the variable has a positive impact on the sales performance of Nasco Marketing Company, Jos. The study concludes both variables have significant impact on the sales performance of Nasco Company Jos. The study recommends that there is a need for the company management to have a suggestion box and toll-free lines where customers can express their views in the areas of customer reviews and marketing improvement. The brand advertising message must be strong and appealing enough to persuade and build product preference, encourage switching to Nasco Marketing Company, and change the perception of consumers towards rival brands Keywords: Nasco Company, Advertisement, Sale performance, Brand advertisement, marketing
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