BROADCAST MEDIA AND SALES PERFORMANCE OF FAST MOVING CONSUMER GOODS IN PORT HARCOURT

ABSTRACT: The aim of this study is to examine broadcast media and sales performance of fast moving consumer goods in Port Harcourt. The aim of this study is to examine broadcast media and sales performance of fast moving consumer goods in Port Harcourt. Findings from the study revealed that since brands started broadcasting their fast moving consumer products on television and radio stations, sales, patronage and repeated patronage has increased. Findings from the study through hypothesis test also showed that there is an significant effect influence of Television/Radio Broadcasting on Sales Volume and Repeated Purchase in fast moving consumer goods in Port Harcourt.. The study therefore recommends that Proprietors  of  fast moving consumer  goods  should  always  carry  out  proper  timing when advertising  so that they can get full attention of the intended consumers.  More so, Business organization should see the need of  evaluating  every programme of advertising in order to know its contributions to the fulfillment of the firm’s objectives and if those adverts pull patronage to them as expected.