IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 7 NO. 1 2023
DOI: https://doi.org/10.56201/ijmcs.v7.no1.2023.pg1.7

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Advertising Media and Sales Volume in Hospitality Firms in Cross River State, Nigeria- A PPMC Approach

Eja-Osang, Joseph, Enya, Matthew Njobili, & Nkamare, Grace Stephen

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Abstract

The purpose of this study was to examine Advertising and Sales Volume in Hospitality firms. The specific objectives were: to determine the common forms of advertising and advertising budget used in Hospitality firms, to establish the level of sales performance in Hospitality firms and to establish the relationship between advertising and sales in Hospitality firms. Data were sourced from primary using questionnaire and Pearson Product Moment Correlation statistical technique was adopted. The finding revealed that there was a significant relationship between advertising budget and types of advertising used in Hospitality firms. Also shown that there was a significant relationship between level of sales performance and advertising budget in Hospitality firms. The analysis revealed that advertising budget had a significant relationship on sales performance in Hospitality firms. The study recommended that the Company should devise effective strategy on how advertising budget will lead to growth of the organization. Also recommended that management should be monitoring the activities of sales product so that marketing objectives could be properly determined.

keywords:

Advertising, advertising budget, sales performance

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