TLEP International Journal of Mass Communication and Media Vol.1, No.3, 2015 www.tlepub.org IMPACT OF ADVERTISING ON SALES PERFORMANCE www.tlepub.org PAGE 1 IMPACT OF ADVERTISING ON SALES PERFORMANCE BY *AWOFADEJU PETER OLAYINKA and ODORUME AKPOBO Mass Communication Department, Oduduwa University, Ipetumodu, Osun State. Nigeria TAIWO TOBILOBA FLORENCE Social Mobilization and Strategy, Ministry of Information, Nigeria PHILIP O. EWUOLA and ADEAGBO S. ADEREMI Mass Communication Department Osun State Polytechnic, Iree. ABSTRACT The major aim of this paper is to demonstrate the impact of advertising on the sales and profit of a business organization taking Nigerian Breweries Plc as a case. Advertising is any personal paid form of non-personal information which is directed to the consumers or target audiences through various media in order to present and promote a product, services and idea. Good advertising requires competent personnel including a number of specialists to enable it thrive in the ever dynamic and competitive business environment. It is therefore imperative that key personnel in departments that are directly involved to be carefully selected and positioned to ensure continuous success. In recognizing the role advertising can play a growing number of companies and establishments have to embark on a nationwide advertising campaign. Advertising campaigns obviously informed by depressed consumer demand, thrive by persuading the consumer on the need for consumptions. At the completion of this research work, the impact of advertising at Nigerian Breweries was clearly defined and it should have become a continuous practice for Nigerian Breweries. INTRODUCTION Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor (Kotler and Armstrong, 2010). There are various forms of advertising like informative advertising, persuasive advertising, comparison advertising, and reminder advertising. Informative advertising is used to inform consumers about a new product, service or future or build primary demand. It describes available products and services, corrects false impressions and builds the image of the company, (Kotler, 2010).Advertising can be done through print media which includes newspapers ,magazines ,brochures ,Audio media for