The Effect of Advertising on Sales Volume within Beer Industry. The Case of Addis Ababa City

      Аннотация: This book examines the effect of advertising on sales volume within beer industry in the case of Addis Ababa city. The study focuses on four determinants namely: advertising media factor, advertising message factor, advertising source factor and advertising receiver factor which affect sales volume in beer industry. The study used quantitative research approach to gain a richer understanding about the effect of those factors on sales volume in beer industry. For achieving the book objective, potential sample respondents were selected and out of these respondents most of them were properly responding the questionnaire. On the basis of the research findings, appropriate recommendations along with implications for further studies have been forwarded. The four determinants' positive and significant effect on sales volume were clearly shown in this book.

Ключевые слова: Beer industry, Advertising Media Factor, Advertising Message Factor, Advertising Source Factor, Advertising Receiver Factor, Sales Volume