The Role of Advertisement in Maintaining the Sales of Telecommunication Companies in Uganda: A Case Study of Zain Uganda

Abstract

Advertising in maintaining the sales of any telecommunication company has tended to utilize most of the marketing mix aspects like personal selling, promotions and trade fairs. Although a number of advocates state that advertising can not survive on its own, advertising has played an important role in maintaining sales of most companies. The role of the study was to establish the influence advertising has in maintaining sales of telecommunication companies in Uganda. This act of persuasion by advertisers has to a greater extent maintained sales as presented in the research study. The researcher made use of snowball sampling which enabled in the collection of data. Respondents were selected according availability; from which, these respondents recommended other potential respondents until the researcher was satisfied with the data collected. Further still, the interview guide came in handy in that it summarized the whole study and the most prominent data collection tools used where primary tools which comprised of observation and the interview guide and also secondary tools of published material in relation to the study.