Impact of Advertisement on Organizational Performance: A Study of Selected Bakery Firms in the Federal Capital Territory (FCT), Abuja.

Abstract

The study addressed the critical issue of how advertising influences organisational performance in the bakery sector of the Federal Capital Territory (FCT), Abuja, where firms struggle with sales turnover, brand awareness, and customer retention despite significant advertising investments. The main objective was to examine the impact of advertising media, advertisement content quality, and target audience reach on sales turnover, brand awareness, and customer retention in selected bakery firms in the FCT. The study adopted a descriptive research design, targeting a population of 567 employees across bakery firms in Abuja, from which a sample size of 243 respondents was determined using a stratified random sampling technique. Data were collected using structured questionnaire and analyzed with descriptive and inferential statistical methods, including multiple linear regression, utilizing SPSS version 27.0 to test the formulated hypotheses. The findings revealed that advertising media significantly influences sales turnover, with advertisement content quality playing a vital role in enhancing brand awareness. Furthermore, the study established that effective target audience reach has a positive and significant impact on customer retention. The study concludes that optimizing advertising strategies is essential for bakery firms to achieve sustainable growth and competitiveness in a saturated market. Based on these findings, the study recommended that bakery firms in Abuja should optimize their advertising strategies by focusing on media selection, improving content quality, and implementing precise audience targeting to enhance overall business performance and competitiveness in a saturated market.