The effect of advertising on sales turnover: A Case Study of MTN Nigeria

Omoruyi, Ugowe Samson and Yusuff, Taofiq Olasunkanmi and Magbadelo, Tunde Omololu and Adewumi, John Oluwademilade and Adeshola, Quadri Ige and Omonfomhan, Isaiah Osaze (2025) The effect of advertising on sales turnover: A Case Study of MTN Nigeria. World Journal of Advanced Research and Reviews, 26 (3). pp. 1681-1693. ISSN 2581-9615

This study investigates the relationship between advertising expenditure and sales turnover using MTN Nigeria Limited as a case study. The research employed a survey design with a sample of 45 respondents from MTN Nigeria's management and staff. Data were collected through structured questionnaires and analyzed using descriptive statistics and chi-square tests. Results indicate a significant positive relationship between advertising and sales turnover, with 89% of respondents confirming that advertising influences customer buying decisions. The study found that 84% of respondents agreed that advertising leads to annual profit increases, while 89% confirmed that continuous advertising results in sustained customer patronage. These findings suggest that advertising serves as a critical tool for enhancing organizational performance and market competitiveness in the telecommunications sector.