Personal Selling Journal: THE IMPACT OF ADVERTISING ON SALES VOLUME OF A PRODUCT

By : Adekoya Olusola

Bachelor’s Thesis - 2011 Degree Programme in International Business
HAMK University of Applied Science

ABSTRACT
The major aim of this thesis was to demonstrate the impact of advertising on the sales and profit of a business organization taking Starcomms Plc as a case.
Longe (2001) defined advertising as any personal paid form of non-personal communication which is directed to the consumers or target audiences through various media in order to present and promote a product, services and idea.
Good advertising requires competent personnel including a number of specialists to enable it thrive in the ever dynamic and competitive business environment.
It is therefore imperative that key personnel in departments that are directly involved to be carefully selected and positioned to ensure continuous success.
In recognizing the role advertising can play a growing number of companies and establishments have to embark on a nationwide advertising campaign. Advertising campaigns obviously informed by depressed consumer demand, thrive by persuading the consumer on the need for consumptions.
At the completion of this thesis, the impact of advertising at Starcomms was clearly defined and it should have become a continuous practice for Starcomms..
Keywords : Advertising, distinct image, for Starcomms.

1 INTRODUCTION
1.1 Background Information
Advertising is any paid form of non-personal communication about an organization or its product to a target audience through a mass/broadcast medium by an identified sponsor. It should be observed that for any promotional activity to be called advertisement it must be paid for.
In the real sense, it is the method used by companies for creating awareness of their products, as well as making new products known to the new and potential consumers.
This thesis however, centers on the impact of advertising on the sales volume of a product. This work will shed light on how advertising can really affect a consumer’s buying decisions in a growing economy like that of Nigeria and how successful advertising can keep businesses going even in the midst a tough competition.
More so, advertising as a promotional tool also tends to . . .. .. (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
HP. 08122353284

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