IMPACT OF ADVERTISING ON SALES VOLUME OF AMAYE LIVESTOCK, WARRI, DELTA STATE.

ABSTRACT

The study investigated the impact of advertising on sales volume of poultry business in Nigeria with a case study of Amaye Livestock limited, Warri, Delta State with a view to determining whether the poultry business use any form of advertisement to reach potential consumers, critically examining the impact of the advertisement programme on the sales volume of their products or services, determining if there is a positive and significant relationship between advertising and sales volume of a product, and finding out the benefits in the various advertising programme employed by the organization. A total of 60 respondents representing staff and customers of the company were sampled and information was obtained through the means of a well-structured and closed-ended questionnaire. It was gathered from the responses of the respondents who filled the questionnaire that the organization is unrelenting in its efforts to ensure effective advertising programmes for their various services and products. In the mind of the consumers the company was also using advertising strategies suitable for the company as well as the market in which it exists. More so, the findings reveal that the advertising position of a product or service is strong in the mind of the consumer in order to encourage repeated purchase of the product, so that the competitors will not have an edge over them. This also creates brand loyalty and product differentiation. According to various sources, the past experience and state of mind of the person subjected to advertising may determine the impact that advertising has on him/her. In an effort to improve messaging and to gain the audience’s attention, advertisers create branding and moments that will resonate with target markets and motivate the audience to purchase the advertised product or service. It was therefore recommended that due to the competitive nature of the industry the company must develop and formulate marketing programmes that will satisfy the needs of the consumers. Since other organisations or competitors have similar advertising messages, it is recommended that for a more distinguished and effective response from the customer, other forms of advert should be used. Regular and consistent up-to-date training on product information should be given to the advertising agency so that they will have the current knowledge and skills to handle the adverts and also to ensure that product information is being emphasized so as to enlighten the customers. As advert campaigns are relayed from different service providers, the adverts should be used to aid the customers to identify the company’s products or service when they are making a purchase decision. The company should also ensure that advertising agencies place their product adverts on stations and places where the consumers will easily identify with them make a purchase. A good advert should be effective, persuasive and contain the necessary information on the products. Finally, it is suggested that market research and other studies be conducted to enable the organisation identify those areas where promotional activities with effective advertising is lacking. They should also regularly examine the segments of the market that have been appealing so as to hold strongly on to them and to look for ways of attracting more customers.