• Muskan
• Dr. Minti Sinha

This study analysis the impact of advertising on firm’s performance in terms of sales and profitability. Two companies are taken for the study viz. Hindustan Unilever Limited and Dabur India Limited. Descriptive research design and secondary data is used for the study. Regression and ANOVA are used for data analysis. It is concluded from the study that advertising has an ultimate effect on performance of HUL but not impactful for Dabur India Limited. It is suggested that to increase the effectiveness of advertising, focus should be on design and creativity of advertisement. Also, there are number of other factors which is responsible for the company’s performance.

Advertising, Performance, Hindustan Unilever Ltd, Dabur India Ltd, Sales, Revenue/ Profit

"Impact of Advertising Management on Firm’s Performance: A Comparative Study Between Hindustan Unilever Ltd. and Dabur India Ltd.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 6, page no.d374-d387, June-2022, Available :http://www.jetir.org/papers/JETIR2206349.pdf

"Impact of Advertising Management on Firm’s Performance: A Comparative Study Between Hindustan Unilever Ltd. and Dabur India Ltd.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 6, page no. ppd374-d387, June-2022, Available at : http://www.jetir.org/papers/JETIR2206349.pdf