The Impact of Advertisement on the Sales Volume of a Company’s Product
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Advertising is a vital marketing tool as well as it is a very powerful communication medium. The basic objectives of any advertisement are to stimulate sales whether directly or indirectly. Company’s continue to spend a large sum of money on advertising which is one of the most important and visible marketing tools.
Advertisement has become an integral part of life that one cannot watch or image any event, newspapers, magazines, or television series without advertising. The question is has any brewery company attempted to assess the impact of his advertisement on the sale volume of its product?
The purpose of this study was to examine the impact of advertisement on the sales volume of a company’s products in which Brasseries du Cameroun Bamenda branch was considered to be the case study. This study was explorative in nature and in addition, try to make a quantitative assessment of advertising on the sales volume of a company’s product.
The main research instruments used were questionnaires and secondary data. At the end of this research, Les Brasseries du Cameroun Bamenda branch attested to the fact that advertising is effective in boosting the sales of its product.
Background of the Study
Advertising has existed for many decades. It is one of the element promotional mixes that has its ultimate function to set up channels of information and persuasion to sell goods and services or to promote an idea. (Aaker D.A 1991).
As an integral part of social and economic systems and one of the rapidly growing industries, advertising determines the G.D.P (Gross Domestic Product), of a country to a considerable extent (Daniels, 1995).
Advertising is considered to be one of the marketing communication tools. Communication is the process of giving or an exchange of information and the science of transmitting information as well In the worlds complicated society;(smith 1993.)
Advertising has developed into a signified communication system that connects both consumers and business (Belch and Belch,1998).
Advertising communication can be conveyed through various mass media which include traditional mass media such as T.V, broadcasting, magazines and newspapers( Belch and Belch, 1998). In addition, the internet industry has become a new medium for business and especially provides new living space for the growth and development of enterprises.
Many advertisements are designed to generate increase consumption of those products and services through the creation and reinforcement of brand image and brand loyalty for these purposes, advertising often contains both factual information and persuasive massages. Some major media used to deliver these messages include T.V, Radio, Movies, Magazines and the Internet.
It might be easy to know how memorable an advert might be but it will be difficult to measure the sales and the impact of advertising might produce or to know how potential customers feel about the product or services of a company.
Companies in Cameroon today especially in the brewery industry are now in a very competitive environment than ever before and thus do everything to increase their market share through sales promotion, the introduction of new services and advertisement.
In Cameroon, there is a wide range of drinks amongst the variety of brewery products found in the market. There is no doubt that Cameroon is a large consumer of brewery product and firms of the brewery industry need to advertise their products in a more specialised manner to achieve their objectives.
This study relates to the role played by advertising in the sales of Brasseries du Cameroun’s product. The products produced by Brasseries du Cameroun have almost the same method of production and packaging. It would therefore been wish to distinguish a product and study the role played by advertisement to it.
1.2 Objectives of the study
The main objective of this research is to investigate the impact of advertisement on the sales volume of a company’s product which in this case is ‘’Brasseries du Cameroun’’ the Bamenda main branch.
The specific objectives of these researches are;
- To assess the relationship between advertisement and sales.
- To evaluate the result the company gets after each advertising campaign.
- To assess the type of advertising strategies that the company uses.