EFFECTS OF ADVERTISING STRATEGIES ON ORGANIZATION PROFITABILITY (A STUDY OF NIGERIA BOTTLING COMPANY IBADAN PLANT)

ABSTRACT This study was carried out in order to examine and ascertain the role product and services advertising plays on the profitability of an organisation. The problem facing the sales of any organisation is how to embark on an effective management of advertising which is how the advertising should be relay to the target market and how much to be allocated into advertising program. Among the objective of this study is to known if advertising really contribute to the profitability of an organisation, also to investigate how to develop an advertising strategies and selection of advertising media. For the purpose of this study Nigerian bottling company Asejire Ibadan Plant was choose as the case study. The population used in this study consist of workers of the Nigeria bottling company Ibadan plant and the systematic simple random sample technique is used to select the sample used for the study. The research instrument used is questionnaire, out of 139 (one hundred and thirty-nine) questionnaire administered seventy-five (75) were returned and it was used for the analysis. The study now concluded that advertising play a vital role in organisation profitability. The study recommend that market research and others studies should be conducted to enable the organization to identify those areas where promotional activities with effective advertising lacking. So as to increase the profitability of the organisation.