THE IMPACT OF ADVERTISING ON THE SALES VOLUME OF BUSINESS ENTERPRISE (A CASE STUDY OF MTN NIGERIA LIMITED

Abstract

In any marketing organisation, it is of vital importance to consider advertising as one of the promotional strategies of the company. It is not enough for goods to be produced without being known to the consumers. Therefore, a company should get to the consumer by informing or making him or her be aware about the existence of the product being produced. The process of getting the target market aware of the newly produce products is through advertising. Many companies products are recognized and patronized in the market because of the consumer knowledge of the product through advertising. The methods used in this research work was based on both primary and secondary data that is, collecting of raw data from customers and dealers of MTN through questionnaires and the use of textbooks relevant to the project, supelVisors assistance and guidance. Thus, the researchers discover that advertising has immeasurable impact on all the marketing mix elements and offers opportunity for consumers to satisfy their emotional, social and psychological wants. Following these findings, the researchers recommends the formation . of advertising Censorship Board to check misleading advertisements. We equally recommend the payments of "Advertisement Tax" by advertising companies as a way of redistributing their huge annual profits. Rnally, the we recommend that government should ensure that all advertisements carry prices of the products, as this would reduce consumer exploitation