IMPACT OF OVER THE COUNTER (OTC) ADVERTISING ON THE SALES PERFORMANCE: AN EMPIRICAL STUDY ON THE PHARMACEUTICAL SECTOR OF KARACHI

Abstract

Purpose: The main objective ofthe research is to find out the impact of advertising on the sales performance on the pharmaceutical sector in Karachi. Informative advertising, persuasive advertising, and reminder advertising are taken as the type of advertising for evaluating the impact on sales performance. Methodology and Design: Cross sectional study, explanatory research, and quantitative research method is adopted for the current study. The sample population of the study will be 384 and the data will be collected with the help ofresearch questionnaire. Findings: The research findings indicate the informative, persuasive, and reminder advertising has positive and significant impact on sales revenue of the pharmaceutical organizations in Karachi. Limitations: The research is limited to analyze the sales revenue of the organization with different advertising practices. Moreover, the time period of the research is also the major limitation ofthe research. Recommendation: The study recommends that the pharmaceutical organizations must improve their advertising practices for enhancing sales revenue. Moreover, the future research can be carried out by analyzing the impact of advertising practices on consumer behavior, organizational performance or financial growth ofthe organization.