The Role of Promotion and Advertising in Entrepreneurship Sustainability

This study examines the effect of promotion and advertising in relationship to sustainability of entrepreneurship in selected outlets of United Africa Company (UAC), Delta State, Nigeria. The researchers used descriptive survey and data were collected using structured questionnaires distributed to relevant personnel within the scope of the study. The total population was two thousand, three hundred and twenty-two (2,322) staff and a sample size of one hundred (100) were determined through stratified random sampling technique. Questionnaires were distributed to the samples, their response were used for analysis. Two hypotheses were raised and tested using correlation and regression analysis. The major findings of the study were that the amounts of money spent on sales promotion in relation to the amount spent on the other element of the promotion mix in sustaining entrepreneurship is justifiable compared with its benefits, as it brings awareness of product and loyalty of consumers to products brands. Based on this findings, the study recommended that persuasive, informative and reminder advertising as means to entrepreneurship sustainability should be encouraged.