The effect of advertising on sales turnover: A Case Study of MTN Nigeria
Authors/Creators
- 1. Department of Marketing, Faculty of Management Science, Irish University Business School, London.
- 2. Department of Marketing, Faculty of Business and Management Studies, Yaba College of Technology, Nigeria.
- 3. Department of Finance Analytics, Kogod Business School, American University, USA.
- 4. Department of Business Administration, Faculty of management science, Nassarawa State University, Keffi. Nigeria.
- 5. Department of business administration, Faculty of Business and management Studies, Osun state polytechnic iree, Nigeria.
- 6. Department of Mass Communication, Faculty of Art, University of Benin, Edo State. Nigeria.
Description
This study investigates the relationship between advertising expenditure and sales turnover using MTN Nigeria Limited as a case study. The research employed a survey design with a sample of 45 respondents from MTN Nigeria's management and staff. Data were collected through structured questionnaires and analyzed using descriptive statistics and chi-square tests. Results indicate a significant positive relationship between advertising and sales turnover, with 89% of respondents confirming that advertising influences customer buying decisions. The study found that 84% of respondents agreed that advertising leads to annual profit increases, while 89% confirmed that continuous advertising results in sustained customer patronage. These findings suggest that advertising serves as a critical tool for enhancing organizational performance and market competitiveness in the telecommunications sector.
Files
WJARR-2025-2293.pdf
Files
(564.4 kB)
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