Advertising and Organizational Performance: A Panacea for Economic Growth in Nigeria

Abstract

This research examines the effect of advertising on organization's performance with references to MTN Nigeria's Ado-Ekiti retail outlets. Organizational performance was a dependent variable in the study, whereas advertising was an independent variable. The study's overall goal is to look at how advertising affects business performance, and its particular goals are to look at how advertising affects sales volume and how MTN Nigeria uses advertising to improve business performance. The study uses a quantitative technique to acquire its data. The study's population consisted of fifty-five (55) MTN Nigeria employees working at retail locations in Ado Ekiti, of whom 30 of the sample's total responses were completed and returned. The results showed that MTN Nigeria had a good brand image and had advanced in their business thanks to advertising; however, recently, they had slowed down their advertising efforts. It is recommended that regular and consistent up-to-date training on product information be given to the advertising agency so that they will have the current knowledge and skills to handle the advertisements and to ensure that product information is being stressed. The study comes to the conclusion that advertising is necessary and should be a continuous activity regardless of how successful a product or service is for a company or regardless of the edge the company has in the industry.