Abstract:
Every organization in the market has its own advertising objective, increase market share and
sales, and build solid customer relations. The objective of the study was to determine the
influence of advertising on organizational performance of fast-moving consumer goods in the
brewery industry in the case of Dashen Brewery. The research design adopted was cross
sectional descriptive design. The population of the study comprised of the staff of Dashen
brewery from the departments of marketing, sales, and distributors. The study used primary data
which was collected using self-administered questionnaires. The data collected was analyzed
using statistical package for social sciences and presented in tables. The study found out that
advertisement helps the companies create awareness among customers for their products and
services but also serves as a useful vehicle in promoting brand image of products and services
offered at the target market. The study established that advertising in the case of Dashen
brewery enables it to create good image and promote the reiterate purchase of its products
create large market segment which leads to the development of larger market share, maintain
superior stand in the industry, establish good relationship with potential customers and reduce
consumer dissonance. The study further established that advertising helps Dashen brewery
creates awareness, appeal, creation of standards through competition, conviction; minimize
hindrances between the organization and customers. Advertising influences the sales
performance as it enables the company to enhance the purchase of organizational products by
the consumer, increase volume of sales, increase the profits of the organization and enhance the
organization relationship with its customers.
