The Role of Advertising in Creating Awareness on Sales in Cadbury Nigeria Plc
Authors:
KABUOH Margret
Publication Type: Journal article
Journal:
ISSN Number:
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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 analyzed 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.