The Effect of Advertisement on Organisational Performance in Telecommunication Industry. Case Study Uganda Telecom Limited

Abstract

The study investigated the effect of advertisement on organizational performance using Uganda Telecom as the case study. The study was guided by three research objectives which were, to identify impact of persuasive advertisement on sales volume, to examine the effect of informative advertisement on market share and lastly, to establish the relationship between reminder advertisements and profitability levels at Uganda Telecom. The researcher explained advertising, organizational performance, persuasive advertisement, informative and reminder in chapter 2 of the report.

The methodology involved the use of a case study research design where both quantitative and qualitative approaches were employed. Data was presented inform of tables. Secondary and primary data was review to come up with the conclusions on the study. The findings disclosed that persuasive advertisement has an effect on market share, informative advertisement has an influence on market share and reminder advertisement and profitability levels are related in Uganda Telecom according to the analysis made by the researcher in the company.

The researcher recommended that there is need for the Uganda Telecom to fully operationalize the modernized advertising such as the use of the internet. This is because in the current globalized economy, companies are advertising over the internet to maintain a competitive advantage as well as increase on their sales volume and organizational performance. Also engage in intensive advertisement campaigns to improve on awareness and increase market share of the company. The appendices are also involved in the report which includes the budget, working plan for the research.

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