EFFECTS OF ADVERTISING ON AN ORGANIZATION’S SALES PERFORMANCE: A STUDY OF INTERCONTINENTAL DISTILLERS LIMITED – IKEJA, LAGOS STATE

Abstract

Basic relationship between organization and customers is advertising, as every organization has a vision and mission of generation sales (profit). This ideology is to convince us that through series of behaviour, advertising drives long term sales. This study was based on the questions “How does advertising play a significant role in the sales performance of an organization?”, “How active participants influences advertising?” The objective of this premise is to analyze the effects of advertising on organization sales performance of INTERCONTINENTAL DISTILLERS LIMITED, another goal is to determine which form of advertising has a great influence on the organization sales. The essence of advert on a product is a forward looking view of creating a brand awareness of an organization goods or services. The tools used for the examination of this study was generated through questionnaires, documentary reviews and interviews. The method of research study was based on specifically on quantitative research design method, the study comprised of sales and marketing managers of INTERCONTINENTAL DISTILLERS LIMITED. The study found out that a well-planned and systematic advertising communication, not only create a brand awareness, persuade buyers, tailored into customers satisfaction, maintain healthy relationship with customers and other competitors, get instant purchase action but most significantly increase and sustain an organization sales revenue.