[01] Abah Daniel Abah, Department of Agribusiness, College of Agricultural Economics, Rural Sociology and Extension, Michael Okpara University of Agriculture, Umudike, Abia State, Nigeria. [02] Abah Patience Olohiliye, Department of Business Management, Benue State University, Makurdi, Benue State, Nigeria.

The broad objective of the study was to analyse the effect of advertising on sales volume of Benue Brewery Limited (BBL). The specific objectives were to: (i) examine the appropriateness of the media of advertising used by BBL; (ii) examine the suitability of the messages used by BBL in its advertisements; and (iii) to determine the relationship between advertising and sales volume in BBL. From the analysis, majority (46.90%) of respondents got to know about BBL products through the broadcast media, majority (86.34%) of respondents stated that the advising media used reach their target audience, majority (89.13%) of the respondents stated that the messages influence their buying behaviour, majority (81.68%) stated that they clearly understood the messages, majority (81.68%) of respondents stated that the advertising messages attracted them to BBL products, majority (81.68%) of the respondents enjoy the messages and majority (89.13%) of the respondents stated that the messages influence their buying behaviour. The study concludes that the media of advertising used by BBL were suitable, the messages were effective and there was a significant relationship between advertising and sales volume of BBL products. The study recommends that BBL should pay more attention to the broadcast media and word of mouth advertising, to improve on its budget so as to maintain increase in sales volume, should prepare adequately for increase in demand whenever adverts are being made and should carryout periodic review of its advertising messages to ensure that they suitable for the target market at all times.

Analysis, Advertising, Sales, Volume, Agro-Allied, Benue, Brewery

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