THE IMPACT OF ADVERTISING ON SALES

VOLUME OF A PRODUCT
A case study of Starcomms Plc, Nigeria.

Bachelor’s thesis

Degree Programme in International Business

Valkeakoski, 19 December 2011

Adekoya Olusola Abiodun

ABSTRACT

VALKEAKOSKI
Degree Programme in International Business
Global Marketing

Author Adekoya Olusola Year 2011

Subject of Bachelor’s thesis Impact of advertising on sales volume of a product

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.

Pages 32 p. + appendices 4 p.
CONTENTS

1 INTRODUCTION........................................................................................................1
1.1 Background Information......................................................................................1
1.2 Objectives of study...............................................................................................1
1.3 Research hypotheses and limitations of the study................................................3
1.4 Starcomms Nigeria Plc.........................................................................................3
1.5 Definition of key terms........................................................................................5

2 ADVERTISING IN NIGERIA....................................................................................7
2.1 Historical background of the study......................................................................7
2.2 Theoretical framework.........................................................................................7
2.3 Importance of advertising..................................................................................10
2.4 Purpose of advertising........................................................................................12
2.5 General impact of advertising on products and services of Starcomms plc......13
2.6 Advertising media used by Starcomms plc........................................................15

3 RESEARCH METHOD.............................................................................................18
3.1 Restatement of hypothesis..................................................................................18
3.2 Determination of respondents and sample size..................................................18
3.3 Methods of data collection.................................................................................18
3.4 Limitations of the research method....................................................................18

4 DATA PRESENTATION AND ANALYSIS............................................................19

4.1 Table Analysis....................................................................................................19
4.1.1 Section 1.................................................................................................19
4.1.2 Degree of response tables.......................................................................20
4.2 Testing for hypothesis........................................................................................24

5 SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION.........28

5.1 Summary of findings..........................................................................................28
5.2 Conclusion..........................................................................................................28
5.3 Recommendation................................................................................................29

6 REFERENCES.............................................................................................................31

Appendix 1 Questionnaire
The Impact of Advertising on Sales Volume of a Product

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 remind, reassure

and influence the decisions of the consumers because an advertisement
itself enlightens, educates, and persuades consumers on their acceptability
of the product offering.

Advertisement in such a media as print (newspaper, magazines, billboards,

flyers) or broadcast (radio, television) typically consist of pictures,
headlines, information about the product and occasionally a response
coupon. Broadcast advertisement on the other hand consists of an audio or
video narrative that can range from 15seconds spots to longer segments
known as infomercials, which generally last 30 to 60 minutes. (Busari
2002)

Advertisements can also be seen on the seats of grocery carts, on the wall
of airport walkways, on the sides of buses, airplane and train.
Advertisements are usually placed anywhere an audience can easily and/or
frequently a access visual and/or video. (Busari 2002)

1.2 Objectives of study

In a growing economy such as Nigeria, it is often very difficult to have a

regular and consistent increase in the sales volume of a product because of
the political and socio-economic instability in the country which directly
affect the standard of living and the purchasing power of the consumers.

This thesis is based on the drive to know the effect of advertising on the
sales volume of a product in a company and how this sales volume can
keep the company going in business.

1
In order not to deviate from the original intention and motive, the
following will therefore outline the objectives which the thesis intends to
achieve. They are as follows:

To access the extent to which an advertising programme reflects on the

sales volume of a product.

To identify the major merits and demerits of advertising.

To get to know the concepts of advertising and its various forms.

Marketing problems often have far reaching effects on any company and if
neglected can cause a great threat to the continued existence of the
company, especially in the area of advertising as an aspect of corporate
communication. (Giles 1997)

In the light of the above statement, examining the impact of advertising on

the sales volume of a product, using Starcomms Plc as a case is therefore a
significant undertaking. The market is such that consumer tastes are
increasingly differentiated and maintenance of high service quality in the
face of rising cost of essential factors is needed.

The market is also characterized by a multiplicity of advertisements.

Advertising of various competing brands in the major telecommunication
segments is increasing very rapidly and consumers are now more
knowledgeable.

Starcomms Plc is faced with both a competitive and dynamic market

setting, though the company is doing many things to maintain its
leadership role in the industry. The company has also adopted intergrated
marketing concepts as the basis for its marketing operations. It has become
necessary for the company in order to continue informing and reminding
its customers on how its brand services are different from the others in the
market.

Every business organization that is determined to succeed has to adopt an

effective system for the promotion, distribution and sales of its services.
In order to fully understand the situation the problem has to be determined
if advertising has any impact on the volume of sales for the consumer
preference of a particular service.

Advertising has already been defined as a paid form of non-personal

communication which co-ordinates all seller initiated efforts to inform and
persuade in order to facilitate the sales and acceptance of products and
services or ideas. To this end this thesis would focuses on what kind of an
effect advertising activities of Starcomms Plc has on the sales volume of
the company’s products service. (Hawkins, 2001, 231-238)

Another issue is the management determines which advertising tool will

be the most effective. The advertising program of the company and a cost/
 benefit analysis of the advertising tools employed by the company were
examined in the research.

Research question
Does advertising have an impact on the sales volume of a company’s
products and services?

1.3 Research hypotheses and limitations of the study

For the purpose of this study, the hypotheses available are as follows;
That the advertising programmes of Starcomms Plc have no impact on the
sales volume of their products.
That there is no positive on significant relationship between advertising
and sales volume.
That there are no benefits in various advertising programmes employed by
the organization.

This research study was constrained by inadequate data and information,

release of information, and the location of the company used as a case
study. These factors may have somehow limited the outcome of this
research work.

This research work was designed to examine the impact of advertising on

the sales volume of a company, but the data was restricted to information
collected from the management and some consumers.

1.4 Starcomms Nigeria Plc.

Established in 1999, Starcomms is today the largest Fixed Wireless

Telecommunications provider in West Africa. With the company’s
deployment of the world class CDMA technology in 2002, the company
have exponentially broadened our subscriber base to over 3,200,000
customers all over Lagos, Ibadan, Portharcourt, Maiduguri, Kano, Aba,
Onitsha, Abuja, Asaba, Zaria, Benin, Kaduna, Abeokuta, Calabar, Warri,
Owerri, Uyo, Ilorin, Shagamu, Ijebu Ode, Calabar, Sapele, Umuahia,
Awka, Nnewi, Rano, Ogbomosho, Katsina, Jos, Bauchi, Enugu, Agbor,
Suleja, Jaji, Gwagwalada, Ikot ekpene, Oron and Eket - a subscriber base
that continues to grow in leaps.
([Link]

In 2006, Starcomms launched 3G EVDO mobile broadband Data service

that gives customers a smart, fast, convenient and mobile access to the
internet (a first in Nigeria, and in West Africa). This followed the launch
of the Value added services Fun Box; offering a variety of services that
enhance the lifestyle of our users. These services include: 'Dash me credit'
(airtime transfer), 'Talk Your Text' (Voice SMS), Voice conferencing
involving up to 30 users at a time.
Starcomms is the first operator to launch 'Instant messenger' on mobiles in
Nigeria, Location based service(star Track) to locate family and friends,
SMS2Email service for sending and receiving mail with the ease of SMS.

Still in 2006, Starcomms took yet another giant leap when the Nigerian
Communications Commission (NCC) granted it a Unified License. This
enabled Starcomms to operate as a mobile CDMA network nationwide.

Early in 2007, Starcomms redefined voice services, in 2 distinct

categories; Mobiles and Fixed. Our 07028 mobile number series,
introduced Freedom Roaming.

Tariffs for mobiles and the use of RUIM cards - offering subscribers full
mobility – subscribers can now roam from one Starcomms coverage city
to another on the same number and charging plan.

As the African leader in the commercialization of CDMA, Starcomms

continues to demonstrate its expertise in maximizing the performance of
new technologies across its infrastructure equipment and subscriber
products in order to meet customer expectations.
Today with our 0702-8, 0702-9, 08190, 08191 series, we remain the most
poised in providing our customer's great experience of mobile and
fixed/wireless with a wide range of flexible and innovative services some;
the first of their kind in Nigeria.

Market Position: Starcomms is proud to be Nigeria's largest CDMA 3G

Mobile Network A clear leader in the introduction of innovative products
and services to the Nigerian market, continuously enhancing and
simplifying the lifestyle of our customers.
([Link]

OUR VISION
To be among the 3 largest mobile operators and the premier provider of
world-class, fixed and wireless communications solutions.
OUR VALUES
PRIDE
PURSUIT OF PERFECTION
Attract and retain the best talent in the industry
Focus on growing profits and increasing returns
RESPECT
Our unity is in our diversity
Collaborate and integrate with customers, partners and ourselves
INNOVATION
Develop services and technical solutions driven by customer
needs Focus on providing complete solutions instead of selling
hardware DEDICATION
Demonstrate ownership and drive at every level
Focus and execution from inception to deployment
EXCELLENCE
Listen to our customers and partner with them
Continued refinement and re-engineering
 STAFF: With over 820 employees nationwide, starcomms Plc boasts of a
strong team that's poised to build a great/customer friendly
telecommunication company across Nigeria.
Our success as a company is built on the strength of our team members
who consist of excellent professional manpower.

At Starcomms, we dedicated team players who seek to provide products

and services that are in line with our subscribers' telecommunication
requirements. We seek to establish a success driven company that is borne
out of our resolve to always put our customer needs first.
Our staffs are passionate about excellent service delivery; we guarantee
quality service across the country in all our various services.

([Link]

1.5 Definition of key terms

Advertising: This is any paid form of non-personal presentation of idea,

goods or services by an identified sponsor.

Advertising Agencies: These are usually independent business

organizations comprised of creative and business personnel, who develop,
prepare and place adverts for organizations so as to attract and influence
consumers’ behaviour towards a product or service.

Consumer: This is the person(s) to which the advertisement and

products/services are directed. Here they are also known as buyers of a
company’s product.

Outdoor Media: These cover the use of billboards, sign posts, posters,
handbills, etc. in communicating the advertising message to the
consumers.

Electronic Media: These include radio, television, the internet, etc and can
be either local or international.

Market: This is usually the strategic location or place where the

company’s consumer/buyers are situated or where they go to buy the
products/services of their choice. The market place offers different
products/services to different consumers.

Producer: This is the organization or firm that provides a product or that

delivers services for consumer consumption.

Sales Volume: This is used to measure the amount, usually in

cartoons/crates, etc, of the product being sold at a given point in time. This
is commonly used as well with products but it could be as used within a
service company.

Transit Advertisement: A relatively minor volume of the advertisement

placed in or on public buses, taxis, cars and other commercial vehicles.
Product: This can represent anything a consumer acquires or might acquire
to meet a perceived need. The need not necessarily need to be satisfactory.
Some product might not satisfy their needs.

Sales: This is a process of selling something such as a product, ideas or

services. It also covers the number of goods or services sold at a given
point in time. (Arowomole, 2001, 17-25)
2 ADVERTISING IN NIGERIA

2.1 Historical background of the study

The practice of advertising is as old as man. According to Keller (2005),

the urge to advertise seems to be a part of human nature evidenced since
ancient times. One of the earliest means of advertising was the use of
signs. Early craftsmen used signs to advertise their wares and some traders
like the Phoenicians planted commercial messages on prominent rocks.
They were among the forerunners of modern day advertising.

However, excavations at Pompey reveal that each little shop had an

inscription on the wall next to the entrance to tell the passerby whether the
shop was the place to buy bread, drinks or other goods.

A significant event in the development of advertising was the invention of

a system of casting moveable type by the German, Johannes Guterberg in
1938. The event revolutionized communication methods for the whole
world. (Keller 2005)

William Catton, an early printer made advertising history in 1478 when he

printed a handbill, regarded as the first printed English advert. In the
handbill there was the advertisement of his book called “SALISBURY
PYE”, handbook of ruler for the guideline of the clergy at Easter.
(McHugh, 2000, 451)

Evolution of advertisement in Nigeria

Nigeria’s first newspaper, called “IWE IROYIN” was first published in

1859. The paper set the landmark for the development of modern
advertising in Nigeria.

In a sense, one can say that advertising just like other disciplines came via
our colonial master. However, this is not to conclude that we did not have
some form of traditional advertisements before the arrival of the
colonialist, there were e.g. town criers used by the king in the delivery
messages, in the past. For a message to go across to the members of the
public a town crier was sent out to do so. (Arowomole 2002)

2.2 Theoretical framework

As is generally known that the role played by advertising is increasing the

sales volume of any company’s product at any point in time cannot be
overemphasized. As a matter of reality, it has contributed immensely to
increasing growth of many companies in various industries. This is
because it goes a long way in placing positive image about the companies’
products in the mind of potential consumers; this can also influence their
buying behavior.

However, the formal study of this write-up requires an understanding of its

definitions because advertising itself means different things to different
people, i.e. there are many definitions to it as there are many authors.

In a study of the consumer view of advertising carried out in 1974 by the

American Association of Advertising Agencies, more than half of the
respondent described advertising as a channel of information from the
manufacturer to consumer, some said it is manipulated, propaganda, and
misleading.

Many scholars, professional bodies and associations and various authors

have given diverse definitions of advertising. However, it is noteworthy
that each definition is unique on its own, thus, we can say advertising is a
complex field.

Longman (2000) says “advertising is an act of telling people publicly

about a product or service in order to persuade them to buy it.

Alonge (2001) feels that advertising can be defined as any paid form of
non-personal communication which is directed to the consumers or target
audiences through various media in order to prevent and promote product,
services and idea.

This means that advertising is branch of commerce which used to create

awareness for particular product and it must be paid for. Advertising
informs, educates and persuade people to buy the advertised goods or
services.

Gillian (1982) views it as “means of drawing someone’s attention to

something or notifying or informing somebody of something”.

Harri Tuomola says in one his class that advertising must be paid for by an
identified sponsor and must be persuasive to influence consumers buying
behavior. (Hamk UAS, Finland)

Tuflinger (1996) says “advertising is the non-personal communication of

information usually paid for and usually persuasive in nature, about
product, services or ideas by an identified sponsor through the various
media. So much for academic double talk. Let’s take this statement apart
and see what it means.

Non Personal
First what is non-personal”? There are two ways to sell anything, personal
or non-personally. Personal selling requires the seller and buyer to get
together while non personal selling involves the use of various media to
reach the consumer/buyer.
The advertising is directed to group of people with no particular person in
mind and it thus non-personal in nature.

Communication
This means not only in speech or picture but any way one person can pas
information, ideas or feeling to another. Thus, communication uses all
these senses, smell, touch, taste, sound and sight. And of all the five only
two are really useful in advertising i.e. sound and sight.

Information
Information is described as knowledge, fact or news. However you should
bear in mind that one person’s information is another’s scam, particularly
when advertiser talk about their products. Information comes in many
forms it can be complete, it can be blare or deceptive.

Paid form
“Paid form” is a pretty straight forward meaning. It is advert created and
placed on the media, the costs of creation and time or space in the media
must be paid for. This is a major area in which advertising different from
public relations.

However, some advertisements are not paid for by their sponsors. Free
advertisements are exclusively for public service campaigns.

Identified sponsor
Identified sponsor means whosoever is putting out the advertising, must
tell audience who they are. Legally, a sponsor must identify herself as
sponsor of an advertisement.

This equally establishes the truthfulness of the message unlike propaganda

which is another promotion with anonymous or hidden sponsors.
A company sponsors advertising in order to convince and influence people
to buy its products. All these can be shown in model:
 Figure 1 Model of Advertising (Osuagwu (Linus) 1997, 185)

Obviously the ultimate function of advertisement is to help produce sales.

This is the feedback expected from the consumer. Though advertisement
may not lay absolute claim to sales, since it is equally the goal of other
promotional tools, such as sales promotion, personal selling, etc, its
contribution cannot be over-emphasized.

The advert message is put into a symbolic form such as pictures, written
words or spoken words. The message is then transmitted to the consumer
via means of advertisement like television, radio, newspaper and so on.
But, advertisement cannot produce immediate sales; sales may come in the
long run, since consumers normally don’t switch from uninterested
individuals to convinced consumers in one instant move or day. (Richard
F.T., 1996)

2.3 Importance of advertising

The public/ consumers benefits greatly from advertising expenditures.

First, advertisements are informative. The newspaper ads are full of
information about products, prices, features and more. Businesses spend
more on direct mail than radio or magazine advertising. Direct mail (e.g.
catalogs and letters sent by mail to people’s homes and offices) is an
informative shopping aid for consumers. Most times consumers receive
mini catalogs in their newspaper, that tells them what’s on sales, where at
what price, for how long and more.

Advertising not only informs us about products, it also provides us with

free television and radio programmes because money advertisers spend for
commercial time pays for production costs. Advertising also covers the
major costs of producing newspapers and magazines.
Newspapers, magazines and radio are especially attractive to local
advertisers. However, television offers many advantages to a national
advertiser but it’s expensive. But few media besides television allow
advertisers to reach so many people with such impact. Marketers must
choose which media and which programs can be used to reach the
audience and what they desire. Different kinds of advertising are used by
various organizations to reach different market targets.(Philip
Kotler,2005,776)

Young (2005) stated that in an effort to improve managing and gain

audience attention, advertisers create branding moment that will resonate
with target markets, and motivate audiences to purchase the advertised
product or service, advertisers copy test their advertisement before
releasing them to the public.
Major categories of advertisement used by various organizations include
the following:

• Retail advertising: Advertising to consumers by various retail stores such

as supermarkets and small stores.
•Trade advertising: Advertising to wholesalers and retailers by
manufacturers to encourage them to carry their products.
•Industrial advertising: Advertising from manufacturer to other
manufacturers knows as “business-to-business” advertising.
•Institutional advertising: Advertising designed to create an attractive
image for an organization, rather for a product.
•Product advertising: Advertising for a good or service to create interest
among consumers, commercial and industrial buyers.
• Advocacy advertising: Advertising that supports a particular view on an
issue (e.g. an ad in support of fake food and drug control). Such
advertising is also known as cause advertising.
•Comparison advertising: Advertising that comprises competitive
products.
•Interactive advertising: Customer- oriented communication that enables
customers to choose the information they receive, such as interactive
video catalogs that allows customers select items to view.
•Online advertising: Advertising messages that are available by computer
when customers want to receive them.

Advertising using infomercials

One fast growing form of advertising is the infomercial. An infomercial is

a television program devoted exclusively to promoting goods and services.
Infomercials have been successful because they show the product in great
detail. A great product can sell itself if there’s some means to show the
public how it works. Infomercial provides that opportunity.

Using technology in advertising

The technology revolution is having a major impact on advertising. For

example, promoters are using interactive television to carry on a dialogue
with consumers instead of merely sending them messages and they are
 using CD-ROM technology to provide more product information than ever
before.

Advertising on the World Wide Web is a recent phenomenon. Price of

web-based advertising space is dependent on the relevance of the
surrounding web content and the traffic that the website receives. Others
are adverts through E-mail (unsolicited bulk e-mail advertising is known
as “spam”), unpaid advertising i.e. word of mouth, SMS text messages,
etc. (Philip Kotler,2005,443-446)

2.4 Purpose of advertising

Advertising plays a vital role in marketing consumers’ purchasing

decision and promotion to particular. Most consumers have the erroneous
impression that promotion is synonymous with advertising and vice-versa.

The partnership between producers and consumers through advertisement

is solely aimed at achieving certain mutually beneficial objectives. There
are;
To introduce new product: One of the roles of advertising is to inform
consumers about the existence of a new product in the market i.e. creation
of awareness.

Persuade customers to buy: Advertising helps in arousing the customer’s

interest and by so doing persuades them to buy the product.

Creation of demand: Advertising stimulates demand by constantly

reminding potential consumers about the availability of the product in the
market.

To change consumer belief: Advertisement is a very good instrument that

can be used to change consumer mindset about a product or service.
Hence, help to tap into their buying power and influence their thoughts.

To create brand loyalty: The demand of the consumers can be maintained

by constantly arousing their interest on a particular product and this will
ultimately create brand loyalty.

Develop large market: Advertising create large market segment which

leads to the development of larger market.

To promote the image of the firm: Advertising builds a corporate image

for a company.
•It helps to familiarize consumers with the new style of product in the
market.
•Alert and sensitizes member of marketing channel.
•Helps to reduce consumer dissonance.

Future of advertising
 Advertising has gone through five major steps of development: domestic,
export, international, multinational and global. For global advertisers,
there are four potentially competing business objectives that must be
balanced when developing worldwide advertising: building a brand while
speaking with one voice, developing economies of scale in the creative
process, maximizing local effectiveness of ads and increasing the
company’s speed of implementation.

Born from the evolutionary stage of global marketing are the three
primary and fundamentally different approaches to the development of
global advertising executions: exporting executions, producing local
executions, and importing ideas that travels.

2.5 General impact of advertising on products and services of Starcomms plc.

This part of thesis is aimed at discussing the genuine impact that

advertising has been playing on the sales volume of the product and
service of Starcomms.

The development of advertising as the major factor has contributed to the

increase in sales volume of any product in Nigeria, even in the world at
large. To be sincere, hardly will any product survive in a competitive
market without any means of advertisement.

During this work, all effort were made to get some actual figures
regarding profit margin when the advertising hold very strong part of the
business and how the profits were negatively affected at the fall of this
practice but as part of the company policies, it was not allowed.

Nigeria’s largest communication network MTN were able to double its

profit it reap in South Africa for three years within two years in Nigeria
due to an intensive and effective advertisement they put in place. Big
corporation like NB Plc, MTN, Nestle, Cadbury, and so many banks know
the impact of advertisement, to the extent that they always spend so much
to release series of advert from time to time in order to increase their
product and service sales.

The economic effect of this on the sales volume is that it makes proper
identification of individual brand known and their advertisements easier
while the brands advertised are easily recognized at the point of purchase.
This has helped to build brand preference for Starcomms’s Talk de Talk
product all over Nigeria.

As generally known that reputation connotes emphasis, the more the

products and service of Starcomms are being advertised especially during
sport sponsorship, educational events and many social functions, the more
the advert is registered in the brains of the consumers. Even someone who
does not always watch TV but due to the love the person has for sport, he
has no choice but to see such adverts, hence advert can change the
orientation of such consumer alongside influence his buying behaviour
and increase his taste for such product above all other branches.
Information is the fastest travelling element than any other thing in the
world. Even communication comes through information. If information is
not necessary, communication would have been useless.
Since advertising is all about communication of the existence of product to
consumers, it has been tool that generates sales for most organizations
yearly.

This is because advertisement travels faster and wider than personal

selling, direct marketing, public relations and other tools of promotional
activities put in place by a company. It travels faster than the product
itself, the advertisement has gotten to the place where even the product is
not available.

A good advertisement has served as a saviour to this product under many

circumstances even the midst of severe competition for other related
competitive products or services. It has been the major tool that went all
the way in changing consumers’ negative impression about the product
and persuades them to purchase.

Advertising has effect because it has set the product apart as being
different and superior to other brands, it has been argued by Ferguson
(1974) that “advertising increase barriers to entry and reduces competition
on measured by increase in monopoly profit”.

The argument that advert reduces competition is based on the assumption

that the cost of advertising, a new product is prohibitive for any but the
large firm in the industry. In order words advertising superiority enables
large existing product to block new competitors from entering into market
and result in the establishment of monopoly with high price.

Advertising has been a great weapon for Starcomms over the years and
this has really given them edge in their industry. Starcomms
Commercially launched in 1999, Starcomms is today the largest Fixed
Wireless Telecommunications provider in West Africa but gradually
falling from where they use to be. Advertising and much of promotional
activities has been great weapon adopted by Starcomms by very strong
marketing team. In 2006, Starcomms launched 3G EVDO mobile
broadband Data service that gives customers a smart, fast, convenient and
mobile access to the internet (a first in Nigeria, and in West Africa). This
followed the launch of the Value added services Fun Box; offering a
variety of services that enhance the lifestyle of our users. These services
include: 'Dash me credit' (airtime transfer), 'Talk Your Text' (Voice SMS),
Voice conferencing involving up to 30 users at a time. This product
package came with serious promotional gifts and basically aggressive
advertising. Almost every street of major cities in Nigeria like, Lagos,
Ogun, Ibadan, Abuja and Portharcourt felt the vibration of the aggressive
advertisement. Just about two months after these marketing activities, the
total number of customer sky rocket from 2million customers all over the
country. This gave Starcomms wide margin of profit in less than
 24months. The sales volume rose with about 60% far above what the
recorded the previous year. There is no way advertising could be a dead
issue for any company leading in their industry and aiming to achieve their
corporate objectives.

In 2008, after Starcomms emerged as the first telecommunication

company to be listed on Nigeria stock exchange. Its logo and “shuffle
talk” a brand name appeared almost on every matches and commercial
buses. This took Starcomms far again to hit 5million subscribers and
definitely have great impact on sales volume of the products and services
generally. Advertising has made Starcomms to stand out as Nigeria’s
largest CDMA 3G mobile networks, a clear leader in the introduction of
innovative products and services to Nigeria market.

Starcomms becomes household name with their intensive sponsorship of

entertainment industry also in [Link] brought them many awards from
entertainment sector and give them edge as the preferred CDMA and
wireless internet operator.

2.6 Advertising media used by Starcomms plc

Starcomms plc uses television, radio, and newsprint to communicate its

products to their consumers. Here are some of the reasons for the various
media used.

Newspaper: There are divisions of print media owned by either the

government or individual organizations. There are major media published
daily, weekly, or even monthly on a national, state, or region basis. They
are bought and read largely for their news value and appropriate for
announcing new products or new developments on existing products. This
medium is used because they are widely read; carry a lot of information
and the cost of information is comparatively low.

Magazines: These are another division of the print media. These are
another division of the print media. There are various types of magazines
such as health magazines, beauty, gossip, entertainment, sports, etc.
Information about new and existing products is placed there to attract a
particular section of the society.

Radio: In Nigeria today, radio station are seriously increasing in number

and brands, hence giving room for a wider coverage. This is another easy
way of passing message across to the general public.

Television: This has made significant impact in the field of advertisement.

Advert through the television is an effect way of reaching consumers who
have access to TV sets.
Commercials on television are shown on different stations and also on
cable or pay television.

Adverts in a special programmes are done for certain products, it attract a

class of viewers or a particular age group. As such advertisers should
study programmes that appeal to the people. The television adverts are
effective for producers whose products are distributed and used
nationwide. Firm uses this medium to communicate to new and loyal
consumers because;
•The presence of various sound and movement all combined offer a great
deal of creativity.
•It makes advertising to appear interesting and entertaining thereby
capturing the attention of consumers, etc.

However, with all its effective and wider read television has one major
disadvantage, it is costly:
The picture and impression on television ads is to make lasting impression
on viewers.

Adeyanju (1997) rightly put, it that, “radio is a simple medium in

language, simple in production and transaction in nature. It’s cheaper then
TV, we have local, state, nation and even private radio stations in
Nigeria”. Due to this fact, consumers of a product always hear more
adverts. The producer uses this medium as its present in virtually all state
to directly communicate.

The television and print media are not always left out in the race to capture
the widest market, though it’s very expensive to run an advert on a regular
basic, this producer will have no option than to expand its advertising
strategies in order to carry along all the consumers because of the
competitive nature of the industry.

Bill board: A billboard (also called a "hoarding" in the UK and many other
parts of the world) is a large outdoor advertising structure (a billing
board), typically found in high traffic areas such as alongside busy roads.
Billboards present large advertisements to passing pedestrians and drivers.
Typically showing large, ostensibly witty slogans, and distinctive visuals,
billboards are highly visible in the top designated market areas.
Starcomms have many of this all over the country and mostly on the
highways connecting different states. They always choose a strategic
position to erect their billboard in order to get the information across to the
target audience.

Factors that determine the choice of media

The selection of advertisement media is a primary concern to an

advertising agency. This is due to its paramount importance towards
successful, effective and meaningful response from its advertisement
messages. It is not enough to say the right thing about the right thing but to
the right people using the right choice of media.

The factors that must be considered before arriving at the logical and
possible decision in the choice of media are;
Cost of medium: The cost of medium varies, while some are very costly,
some are relatively cheap. This must be weighted with the financial
resources made available for the advertisement to ensure compatibility.

Product features: The nature of the product is very significant. Some

products are very complex, while others are simple. The unique features of
a complex product must be explained while simple products are more or
less of a mass market.

Audience characteristics: This greatly influences the choice of not only the
message but also equally the mean of advertisement.

Objectives of advertisement: The reason of advertising a product or

service must be uppermost when choosing a medium. This is because each
of the media has its own objective, therefore, for a round peg to be in a
round hole, there must be coincidence of objectives.

Message characteristics: The message that each medium can contain

equally varies. Therefore, for a better communication, the advertisement
message must be in line with what the advertisement medium or media
can obtain.

Location, Demography, Religion, etc: All these will determine the kind of
advertisement message can be distributed. However, advertising research
is key to determining the success of an ad in any country or region. The
ability to identify which demerits and /or moments of an ad that
contributes to its success is how economies of scale are maximized.

Once one knows what works in an ad, that idea or ideas can be imported
by any other market. Market research measures, such as flow of attention,
flow of emotion and branding moments provide insight into what is
working in an advert in any country or region because the measures are
based on the visuals not verbal elements of an advertisement. (Young
Charles, 2005, 130-136)
3 RESEARCH METHOD
In this chapter, the method of data collection and analysis is discussed.
The various steps which the study follows to solve the questions at hand is
discussed.

3.1 Restatement of hypothesis

The hypotheses are:

That the advertising programme of the company has no impact on the

sales volume of their product.
That there is no positive or significant relationship between advertising
and the sales volume of a product.
That there are no benefits of various advertising programmes employed by
the organization.

3.2 Determination of respondents and sample size

The respondents of this study are members of staff of Starcomms Plc,

Nigeria and a few members of the public (Customers). Questionnaires
were administered for this research work. Thirty members of staff and
twenty-five members of customers constitute the respondents for this
research work

The sample size of this research work refers to the number of respondents
to whom the questionnaires were administered.

3.3 Methods of data collection

The data needed for this thesis work was collected through the use of
primary and secondary sources. A well designed questionnaire was used.
The questionnaires were administered to fifty-five (55) respondents
including staff of Starcomms Plc and customers constituting the sample
size. Responses to the questions were used to test the hypothesis.

3.4 Limitations of the research method

Similar to any research, this study has several characteristics that limit the
generalization of its findings. There were some problems in collecting and
collating the distributed questionnaires on time because of the attitudes of
respondents. Secondly, a lack of funds made it very difficult to take the
questionnaire to the respondents personally. Some questionnaires were not
adequately completed either.
 4 DATA PRESENTATION AND ANALYSIS.
The main objective of this chapter is to analyze, interpret and present the
data that was obtained from the findings.
A total 55 questionnaires were sent out and 30 were fully answered and
returned.

4.1 Table Analysis.

4.1.1 Section 1

Question 1: Sex

Table 1 Sex
Variable Frequency Percentage %
Male 16 53.3
Female 14 46.7
Total 30 100

The above analysis (table 1) indicates that of the respondents who filled
and returned the questionnaires males were 53.3% and female is 46.7%

Question 2: Age

Table 2 Age
Variable Frequency Percentage %
18-25 16 53
25-35 12 40
46-above 2 7
Total 30 100

It can be seen in the above analysis (table 2) that 18- 25years was the age
of 53% of the respondent, age group 25- 25 years formed 45% and 46
years and above were 7% of the respondents.

Question 3: Education Qualification Table 3 E.Q.

Variable Frequency Percentage %

NCE/OND 5 17
BSC/HND 18 60
MSC/MBA 7 23
Total 30 100
The above analysis (table 3) indicates that most respondents were BSC/HND holders
accounting for 60% of the respondents, while NCE/OND and MSC/MBA holders were
17% and 23% respectively.

Question 4: Designation

Table 4 Designation
Variable Frequency Percentage %
Manager 8 27
Head of Department 15 50
Staff (Junior & Senior) 7 23
Total 30 100

The table above (table 4) reveals that best of the respondents 50% were in
the middle managerial level.

Question 5: Years of Service Table 5 Years

of service
Variable Frequency Percentage %
18-25 16 53
25-35 12 40
46-above 2 7
Total 30 100

The above table (table 5) shows that most respondents had been working
for a period of 5 – 10 years which stands at 37%, below 2years 33% while
respondents with work experience above 10 years were 30%

4.1.2 Degree of response tables

Question 1: Advertising will increase an organization’s target market and

boost sales.

Table 6 Advertising
Variable Frequency Percentage %
Strongly Agree 10 34
Agree 12 40
Undecided 7 23
Strongly Disagree 0 0
Disagree 1 3
Total 30 100
The table above (table 6) reveals that 34% of the respondents strongly
agreed that advertising increases an organization’s target and boosts its
sales, 40% agreed, 23% were undecided and 3% disagreed.
Question 2: Consumer buying attitude can be influenced through
consistent advertising

Table 7 Consumer buying attitude

Variable Frequency Percentage %
Strongly Agree 10 34
Agree 13 43
Undecided 3 10
Strongly Disagree 0 0
Disagree 4 13
Total 30 100

In the above table (table 7) 34% of the respondents strongly agreed, 43%
agreed, 10% were undecided and 13% disagreed with the argument that
advertising influences customer buying attitude.

Question 3: Advertising is a powerful tool capable of reaching and

motivating large audiences.

Table 8 Audiences
Variable Frequency Percentage %
Strongly Agree 18 60
Agree 11 36.7
Undecided 0 0
Strongly Disagree 0 0
Disagree 1 3.3
Total 30 100
The table (table 8) shows that 60% of the respondents strongly agreed that
advertising is a powerful tool capable of reaching and motivating large
audiences, 36.7% agreed and 3.3% disagreed.

Question 4: No product can survive competition without intensive

advertisement.

Table 9 Product
Variable Frequency Percentage %
Strongly Agree 7 23
Agree 21 70
Undecided 0 0
Strongly Disagree 0 0
Disagree 2 7
Total 30 100

In the table above 23% of the respondents strongly agreed, 70% agreed
and 7% disagreed with the argument that without advertising no products
can survive competition.
Question 5: The existing facilities and services in the advertising
organization are considered inadequate to face any competition.

Table 10 Considered
Variable Frequency Percentage %
Strongly Agree 0 0
Agree 4 13.3
Undecided 3 10
Strongly Disagree 16 53.3
Disagree 7 23.3
Total 30 100

In the table above (table 10) 13.3% of the respondents agreed, 10% were
undecided, 53.3% strongly disagreed and 23.3% disagreed with the
argument that existing facilities of the advertising organization were
inadequate to face any competition.

Question 6: Advertising justifies the existence when it is used in the

interest of public.

Table 11 Advertising
Variable Frequency Percentage %
Strongly Agree 10 33.3
Agree 17 56.7
Undecided 1 3.3
Strongly Disagree 2 6.7
Disagree 0 0
Total 30 100

The data above (table 11) indicates that 33.3% of the respondents strongly
agreed, 56.7% agreed, 3.3% were undecided and 6.7% strongly disagreed
with the argument.

Question 7: Selection of advertising media is of primary concern to an

organization.

Table 12 Selection
Variable Frequency Percentage %
Strongly Agree 21 70
Agree 7 23.3
Undecided 0 0
Strongly Disagree 0 0
Disagree 2 6.7
Total 30 100
 The above table (table 12) shows that 70% of the respondents strongly
agreed, 23.3% agreed while 6.7% disagreed with the argument that
selection of advertising media is the primary concern to an organization.

Question 8: An organization must consider it financial status before

embarking on advertisement.

Table 13 Advertisement
Variable Frequency Percentage %
Strongly Agree 10 33.3
Agree 13 43.3
Undecided 0 0
Strongly Disagree 0 0
Disagree 7 23.3
Total 30 100

The analysis above (table 13) shows that 33.3% of the respondents
strongly agreed, 43.3% agreed while 23.3% disagreed with the argument
that an organization must consider it financial status before embarking on
advertisement.

Question 9: The effect/impact of advertising can change as market grows

older.

Table 14 Effect/impact
Variable Frequency Percentage %
Strongly Agree 18 60
Agree 11 36.7
Undecided 1 3.3
Strongly Disagree 0 0
Disagree 0 0
Total 30 100
In the table (table 14) above 60% of the respondents strongly agreed,
36.7% agreed, 3.3% were undecided with the argument that effect of
advertising can change as the market grows older.

Question 10: Advertising gives room for product comparison. Table 15

Advertising give room for product comparison

Variable Frequency Percentage %
Strongly Agree 2 6.7
Agree 13 43.3
Undecided 5 16.6
Strongly Disagree 3 10
Disagree 7 23.3
Total 30 100
The analysis above (table 15) shows that 6.7% of the respondents strongly agrees, 43.3%
agreed, 16.6% undecided, 10% strongly disagreed and 23.3% disagreed with the
argument that advertising form a basis for comparison.

4.2 Testing for hypothesis

The chi-square distribution method was used to test the hypotheses.

Its formula is

Where o = Observed frequency

e = Expected value
c = Column
r = Row
Level of significance is 0.05

TEST OF HYPOTHESIS 1: That the advertising programme of the

company has no impact on the sales volume of their products or services.

Table 16 Hypothesis 1
Gender Male Female Total
Positive 11 13 24
Female 5 1 6
Total 16 14 30

Male Positive = Negative

Female Positive Negative

Expected value

12.8 6 6.8 46.25 7.71

3.2 6 -2.8 7.84 1.31
11.2 6 5.2 27.04 4.51
2.8 6 -3.2 10.24 1.71
15.24

Required Frequency = 15.24

 Table 18 Significance table
Optiom
SA 8 6 2 4 0.6
A 16 6 10 100 16.6
U 1 6 -5 25 4.16
SD 0 6 -6 36 6
D 5 6 -1 1 0.16
Total 27.52

Level of significance is 0.05

Therefore

c = 27.52

Decision: Since the hypothesis that the advertising programme of the

company has no impact on the sales volume of the products and services is rejected.

TEST FOR HYPOTHESIS 2: That there is no positive and significant relationship

between advertising and sales volume of a product.

Table 19 Hypothesis 2
Gender Male Female Total
Positive 13 16 29
Female 1 0 1
Total 14 16 30

Male Positive = Negative

Female Positive Negative

Expected value
 Table 20 Required Frequencies

13.5 6 7.6 57.76 9.63

0.5 6 -5.5 30.25 5.04
15.5 6 9.5 90.25 15.04
0.5 6 -5.5 30.25 5.04
34.75

Required Frequency = 34.75 Table 21

Significance table
Optiom
SA 1 6 -5 25 4.16
A 11 6 5 25 4.16
U 0 6 -6 36 6
SD 18 6 12 144 24
D 0 6 -6 36 6
Total 44.32

Level of significance is 0.05

Therefore

c = 44.32

Decision: Since the hypothesis that there is no positive and significant

relationship between advertising and the sales volume of a product is rejected.

TEST FOR HYPOTHESIS 3: That there are no benefits in the various advertising
programme employed by the organization.

Table 22 Hypothesis 3
Gender Male Female Total
Positive 13 14 27
Female 3 0 3
Total 16 14 30
Male Positive = Negative

Female Positive Negative

Expected value
Table 23 Required frequencies

14.4 6 8.4 70.56 11.76

1.6 6 -4.4 19.36 3.23
12.6 6 6.6 43.56 7.26
1.4 6 -4.6 21.16 3.53
25.78

Required Frequency = 25.78

Optiom
SA 0 6 -6 36 6
A 0 6 -6 36 6
U 3 6 -3 9 1.5
SD 12 6 6 36 6
D 15 6 9 81 13.5
Total 33

Level of significance is 0.05

Therefore

c = 33

Decision: Since then the hypothesis that the various advertising programme
employed by the organization is of no benefit is rejected.
5 SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATION.

5.1 Summary of findings

The role of advertising on the sales volume of a product is very important

because oftentimes consumers’ decisions as regards what to buy is
motivated by what has been seen heard of or practically used.

Advertising helps in that it carries the message far and wide to a scattered
target audience that the advertiser or producer could not have reach it at
once so easily.

It was gathered from the responses of the respondents who filled the
questionnaire that the organization is unrelenting in its efforts to ensure
effective advertising programmes for their various services and products.
In the mind of the consumers the company was also using advertising
strategies suitable for the company as well as the market in which it exists.

More so, the findings reveal that the advertising position of a product or
service is strong in the mind of the consumer in order to encourage
repeated purchase of the product, so that the competitors will not have an
edge over them. This also creates brand loyalty and product
differentiation.

According to various sources, the past experience and state of mind of the
person subjected to advertising may determine the impact that advertising
has on him/her.

In an effort to improve messaging and to gain the audience’s attention,

advertisers create branding and moments that will resonate with target
markets and motivate the audience to purchase the advertised product or
service.

5.2 Conclusion

In a study of consumer views on advertising carried out in 1974 by the

American Association of Advertising Agency, more than half of the
respondents described advertising as a channel of information from the
manufacturer to the consumers. Some said it was a manipulation,
propaganda and a misleading marketing instrument. While advertising can
be seen as necessary for economic growth, it is not without social costs, it
 is increasingly invading public spaces, such as schools, hospitals, buses,
etc, which some critics have argued is a form of consumer exploitation.

However, the same advertising techniques used to promote commercial

goods and services can be used to inform, educate and motivate the public
about non-commercial issues such as AIDs, political ideology, etc.
The most effective media are often very expensive; the inexpensive media
may not reach your target market, thereby making it difficult for most
organizations to run adverts. According to Ferguson (1974). “advertising
increase barriers to entry and reduce competition as measured by increase
in monopoly profit”.

Moreover, according to Nickels et al (1999) advertising not only helps to

maintain superior stand in the industry and profit maximization, it
provides information about a products or services and also gives
consumers free television and radio programmes.

Giles (1997) sees advertising as non-personal communication directed at a

target audience through various media in order to present and promote
products, services and ideas. The cost of media space, time and
advertisement production is borne by the sponsor or sponsors.
Advertising gives a clear image for any product or service of a company
which is a great asset. A well structured and continuous advertising might
stand as one of those strategies to sustain a distinct market position. It
could also help to identify strong market competitors.

Advertising has taken Starcomms Plc far in their industry and built up a
strong image for the company but recently, due to relent in their
advertising effort, some little problems have been identified there.

No matter how successful a product or service is for a company and

regardless of the edge the company has in the industry, advertising is a
must and should be a continuous activity.

5.3 Recommendation

Having analyzed, discussed and interpreted the data collected in this study,
the author therefore recommends the following:
Due to the competitive nature of the industry the marketing manager of
Starcomms Plc must develop and formulate marketing programmes that
will satisfy the needs of the consumers. Since other service providers have
similar advertising messages, it is recommended that for a more
distinguished and effective response from the customer, other forms of
advert should be used.

Regular and consistent up-to-date training on product information should

be given to the advertising agency so that they will have the current
knowledge and skills to handle the adverts and also to ensure that product
information is being emphasized so as to enlighten the customers.
As advert campaigns are relayed from different service providers, the
adverts should be used to aid the customers to identify the company’s
products or service when they are making a purchase decision.
The company should also ensure that advertising agencies place their
product adverts on stations and places where the consumers will easily
identify with them make a purchase. A good advert should be effective,
persuasive and contain the necessary information on the products.

For over fifteen months, there has been a slight backward shift in the
market position of Starcomms Plc and also there is fall in the regular rate
of increase in turnover as a result of negligence from angle of advertising.
It is thereby recommended that Starcomms Plc should get back to their
intensive and aggressive advertising practice to keep their pace of growth.

Finally, it is suggested that market research and other studies be conducted

to enable Starcomms Plc identify those areas where promotional activities
with effective advertising is lacking. They should also regularly examine
the segments of the market that have been appealing so as to hold strongly
on to them and to look for ways of attracting more customers.
6 REFERENCES

Alonge, 2001 Essentials of Commerce for Secondary School, Advertising,

Tonad publishing Limited,Ikeja Lagos.
Aromowole, K.A., Ebeloku, A.I. 2000 Theory and Practice of Modern
Marketing, Sodipe Nigeria Limited, Mushin, Lagos, Nigeria.
Busari, O.S., Olannye, P.A, Taiwo, C.A. 2002 Essentials of Marketing, 1st
Edition, Wadtson Dusme Limited, Mushin, Lagos.
Ferguson, J.M. 1974 Advertising and Competition, Theory Measurement
and Fact Cambridge.
Giles, 1997, Successful Marketing Technique Approach, Mac-donald and
Evans Ltd.
Kotler P. & Keller, K. L. 2005 Marketing Management, Prenctice Hall
Private Limited.
Nickels W.G Mchugh J.M., McHugh S.M 2000 Understanding Business,
International Edition, 5th Edition, McGraw Hill Companies, Inc. U.S.A.
Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong, 2005
Principles of Marketing, fourth European Edition, Pearson Prentice Hall.
Richard F.T 1996 A Definition of Advertisement,
[Link] [Link].
Young Charles E. 2005 The Advertising Handbook, Ideas In flight,
Scattle, W.A., ISBN 0- 9765574-0-1.
William Well, John Burnett, Sandra Moriarty 1999 Advertising ,
Principles and Practice, 4th Edition. Prentice Hall.
[Link]
[Link]
ARCOMMS
[Link]
The Impact of Advertising on Sales Volume of a Product

Appendices have their own style:

Appendix 1

QUESTIONNAIRE

SECTION A
Instruction: Please tick or mark where applicable.
Sex: (a) Male ( )
(b) Female ( )
Age Distribution: (a) Below 25years ( )
(b) 25 – 35 years ( )
(c) Above 46 years ( )
Marital Status: (a) Single ( )
(b) Married ( )
Designation: (a) Manager ( )
(b) Head of Department ( )
(c) Staff [Junior & senior] ( )
(d) Others ( )
Qualification: (a) Primary School ( )
(b) Secondary School ( )
(c) NCE/OND ( )
(d) HND/BSC ( )
(e) Others ( )
Year(s) Spent in the company:
(a) Below 2years ( )
(b) 5 – 10 years ( )
(c) Above 10 years ( )

Religion: (a) Christian ( )

(b) Muslim ( )
(c) Traditional ( )
(d) Others ( )
The Impact of Advertising on Sales Volume of a Product

Strongly Disagree

Strongly Agree
Disagree

Undecided

Agree
SECTION B

No product can survive

1 competition without intensive
advertisement

2 Advertising activities increase

the length of leisure period
Advertising will increase
3 organization target market and
boost sales
The advertising target often
4 includes everyone in the firm
target
The advertising programme of
5 the company has no impact on
the sales volume of their
product.

6 Most advertisement are

misleading and false.
Advertisement is a strong tool in
7 taping into consumers buying
power.

8 Advertising creates product

differentiation
Selection of advertising media is
9 of primary concern to an
organization
An organization must consider
10 their financial status before
embarking on advertisement
Advertising enables producers to
11 enjoy economic of large scale

The effect/impact of advertising

12 can be change as market grow
older
That there is no positive and
13 significant relationship between
advertising and sales volume of
a product.
Consumers buy what they have
14 come across in one form or the
other
15 Advertising gives room for
production comparison.
There is a significant difference
16 in advertising and advertisement

That there are no benefits in the

various advertising programmes
17 employed by the organization

No advertisement has the

chance of being believed
18 completely if its major objective
is to change customers mind

Great advertising is the creative

19 expression of understanding
the market needs.

20 An identified brand means

safety
Advertising is a power tool
21 capable of reaching and
motivating large audiences.
Consumer's loyalty can be
22 further guaranteed through
consistent advertising
Advertising justifies its existence
23 when it is used in the interest of
the public

24 Advertising is non-personal but

yet effective.
It is only the rich organizations
25 that can advertise their products
or services
The expensive nature of
26 advertising programmes make it
not ideal for small firms
Advertising increases the
27 number of hours worked per
day
Only the organization with good
capital base and large customer
28 network can embark on
advertising.
 The existing facilities and
services in advertising
29 organization are considered
inadequate to face any
competition
Low productivity in an
30 organization is due to ineffective
and non-directional advertising
programme.