CHAPTER ONE
INTRODUCTION
1.1 BACK GROUND TO THE STUDY
Advertising
is any paid form of non personal presentation and promotion of ideas, goods, or
services by an identified sponsor (Kotler and Armstrong, 2010). There are
various forms of advertising like informative advertising, persuasive
advertising, comparison advertising, and reminder advertising. Informative
advertising is used to inform consumers about a new product, service or future
or build primary demand. It describes available products and services, corrects
false impressions and builds the image of the company, (Kotler,
2010).Advertising can be done through print media which includes news papers
,magazines ,brochures ,Audio media for example Radio, and visual media which
includes billboards, and television (Kotler and Armstrong 2010).
Sales
performance describes the trend of collections in terms of revenue when
comparing different periods (MC Cathy, 1994). The sales may be in form of offering
products or services to consumers. A service is any activity or benefit that
one party can offer to another that is essentially intangible and does not
result in ownership of anything (Kotler and Armstrong, 2010).Sales volume is
the core interest of every organization and is based on sales and profit .When
volume goes up profits rises and management in organizations is made easier.
Mukwano
is a manufacturing industry located in Kampala city along Jinja road near
industrial area. It was established in 1980 and it deals in the production of a
variety of beauty products for example smearing jelly, soaps, body lotions and
creams. It also deals with the other domestic products like cooking oils,
beverages and plastic containers.
Mukwano
advertises using visual media for example the television and the Audio the
radio, print media for example the news papers. Mukwano has launched a new detergent powder
to compete in East Africa common market through intensive advertising
internationally Daily monitor April 2010, but there are some inefficiencies in
the way these organization carries out its advertisements for example Mukwano
advertisements in the visual media is done in local language i.e. (luganda) a
language that can only be understood by a few people in the country, making the
advertisement appealing only to a group of people. The advertisements lacks the
unique selling proposition in the statements used to differentiate their
products from competitors, they are done
in the same way as the competitors making it hard to differentiate its ads from
others. Besides their advertisements don’t provide room for further information
about their products for clarification (Daily Monitor April 2010)
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