ADVERTISING AND SALES PERFORMANCE IN THE COMPETITIVE MARKET ECONOMY (A CASE STUDY OF GURANTY TRUST BANK (GTCO)
Abstract
ABSTRACT
This study examined the effect of advertising on sales performance in a competitive market economy, using
Guaranty Trust Holding Company (GTCO), Nigeria as a case study. The study adopted a descriptive
research design and utilized primary data collected through structured questionnaires administered to staff
of GTCO. Data were analyzed using descriptive statistics and chi-square analysis. The findings revealed
that advertising has a significant effect on sales performance and customer patronage in GTCO. The study
concludes that effective advertising enhances sales growth and recommends that banks invest strategically
in advertising to remain competitiveattention and adequate consideration.
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