Effects of Advertising on Sale of an Organization: A Case Study of Airtel Limited, Nairobi Kenya
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Date
2011-11
Authors
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Journal ISSN
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Publisher
Kampala International University, bachelors degree in International business
Abstract
The study is to establish the effects of advertising on sale it is guided by a number of
objective which are to examine the features of a good advertisement to determine factors
affecting sales and to determine ways to improve sales.
With telecommunication networks being so many Airtel limited has to explore the markets
and come up with advertisement better than those of the competitors to help them survive in
the competitive market. The study focuses on Airtel limited, Nairobi Kenya to determine the
advertisement that Airtel can use because they are faced with the problem to increase on its
sales due to Safari com who are their top competitor. Data is to be collected on such
information using interviewing, observation and questionnaire. Interviewing is done by the
use of face to face conversation, the number of respondents who participate such as top
management, employees of Airtel and both Safari com is made up by stratified random
technique which to 25 people.
The findings of the study shows that there are a number of effects of advertising on sales, that
is consumers awareness, it gives favorable images which help in generating brand loyalty and
help in new product launch.
Also sales is affected by factors like, careful market segmentation the perception of the
product brand in the mind of the customers and market situation like competition, price
position among others. From the findings sales can be improved by building customers and
brand loyalty by use of aggressive advertising by stressing unique features of the product by
creating goodwill for the product, brand or company and by motivation of the customers.
From the research findings there were the following recommendations that there is need for
Airtel limited to use an effective advertisement that could attract more customers for example
their advert should be in local language that is familiar to the consumer. Also consumers
should be motivated and given a chance to give a suggestion on the advert they prefer, market
segmentation is also important whereby the marketing department should invest more in sport
branding the company should have good advert that is creative and innovative. In addition
there should be customers loyalty they should provide all the information that the customers
need in their phone kits, this will give the company better public image, also brand loyalty
reduce the prices of their brands in order to make their services more customer friendly
among others.
Description
A Dissertation Submitted to the School of Business and Management in Partial Fulfillment of the Award of Bachelors Degree in International Business Administration of Kampala International University
Keywords
Advertising, Sale, Airtel Limited, Nairobi Kenya