THE ROLE OF ADVERTISING IN CREATING AWARENESS ON SALES IN CADBURY NIGERIA PLC.

THE ROLE OF ADVERTISING IN CREATING AWARENESS ON SALES IN CADBURY NIGERIA PLC.

Author by Dr. Margret Kabuoh

Journal/Publisher: Social Science & Law Journal Of Policy Review & Development Strategies

Volume/Edition: 5

Language: English

Pages: 219 - 227

Abstract

In an imperfect market situation, an organization has to plan a superior product development, advertise it using all promotional tools and strategies to create awareness. The essence is to uphold the superior strength of such products. This study is aimed at examining the role of advertising in creating awareness on sales in Cadbury Nigeria plc. Data required for this study was gathered from two sources, the first from a field study and the second from text books, journals and past studies. The population for this study was 195 employees in the marketing and sales department of Cadbury Nigeria plc. Lagos, the sample size derived from the population was 131.  Questionnaires were administered for elicitation of relevant responses and data gathered were analysed using simple percentage and frequency tables and finally hypothesis test was carried out using regression with the aid of statistical package for social science (SPSS). Result indicated there is a significant relationship between advertising and awareness of Cadbury Nigeria’s products R= 90.2%, R2 = 83.8%.This study recommends that organizations should invest more resources in advertisement as a means of creating proper awareness of their products/services.


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