Effect of advertising on sales performance of fast-moving consumer goods in Akwa Ibom State

Abstract

The study examined the effects of advertising on sales performance in fast moving consumer goods in Akwa Ibom State. The specific objectives were to examine the relationship between radio advertisement and sales performance of FMCG, investigate the relationship between television advertisement and sales performance of FMCG, and determine the relationship between billboard advertisement and sales performance of FMCG. The research design used for this study is the survey method. Primary data were collected from a judgmentally determined sample of 200 respondents from the qualified population of FMCG’s consumers in Uyo metropolis. The data treatment techniques adopted correlation coefficient as a statistical tool for analyzing or testing hypothesis level and comparing on dependent and independent variables. Based on the results, it was revealed thus:, Radio advertisement has a significant impact on sales performance of FMC, there was a significant impact of television media advertisement on sales performance of FMCG, and there was a significant relationship between billboard advertisement and sales performance of FMCG. The following recommendations were made: Companies should devise effective strategies on how advertising will lead to growth of the organization. The management should monitor the activities of the company's sales force so that marketing objectives could be properly determined. The organization should implement policies on advertising and how it could be well planned.