THE IMPACT OF ADVERTISING MEDIA ON SALES VOLUME IN HOSPITALITY FIRMS IN CROSS RIVER STATE: A PPMC APPROACH

This study examines the relationship between advertising and sales volume in hospitality firms. The objectives were to identify common forms of advertising and advertising budgets used, assess the level of sales performance, and determine the relationship between advertising practices and sales outcomes. Primary data were collected using questionnaires, and analysis was conducted using the Pearson Product Moment Correlation statistical technique. Findings reveal a significant relationship between advertising budgets and the types of advertising employed, as well as a significant relationship between advertising budgets and sales performance. The results indicate that effectively managed advertising budgets positively influence sales performance in hospitality firms. Based on these findings, the study recommends that hospitality firms devise strategies to optimize advertising budgets to drive organizational growth. Additionally, management should closely monitor sales activities to ensure marketing objectives are met and resources are efficiently allocated.