THE EFFECT OF ADVERTISING ON THE SALES PERFORMANCE IN AMBALAY RAEY TRADE & INDUSTRIAL PLC

Abstract

This study is conducted to demonstrate the effect of advertising on the sales performance of a business organization taking Ambalay Raey Trade and industry Plc as a case. The general objective of the study was to find out whether advertisement has any significant effect on the sales performance of Ambalay Raey Trade and Industry Plc. From the general objective, two specific objectives are explored. The study was conducted based on the data collected from customers of Ambalay Raey through structured questionnaires. Random sampling method was employed to draw sample from the population. Descriptive statistics has been used to measure the five likertscale type data. The response of the questionnaire show that the company used different forms of advertising like Television, Posters, Newspapers, Magazines, Bill =boards, Brochures, Stickers and Radio. The study showed that the broadcasting media has a better effect on the company for the sales performance. The paper suggested the measures to be taken for a better sales performance in the company in selecting the best advertising, the best media and the preferred channels.