ABSTRACT The study was conducted under the topic of "Advertising and Sales in Multinational Corporations" and it had three objectives; to establish the relationship between the types of advertising and sales performance in Multinational Corporation, to establish the contribution of advertisement towards sales in Multinational Corporations, to establish the relationship between the challenges faced in advertising and sales by Multinational Corporation. The study adopted a quantitative, correlation, cross sectional survey research design based on secondary data and collected from internet based documents, and library based textbooks, journals and presentation documents. The researcher collected the necessary information using Self Administered Questionnaires methods of data collection. The data was tabulated and then analyzed in order to draw inference from the data collected. The information collected from the respondents through questionnaires was used in order to answer the objectives of the study. The study find out that advertising entices the buyer to come to the location where a sale takes place. It often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. It was recommended that manufacturers and producers should always conduct market surveys to establish what pleases the target customers, their testes and preferences, before they choose the type of advertising to use. This will help them to meet their customer expectations, create customer loyalty and gain a competitive edge, thus achieving the company overall objective.
TABLE OF CONTENTS
DECLARATION ................................................................................................................................. i
APPROVAL ........................................................................................................................................ ii
DEDICATION .................................................................................................................................. iii
ACKNOWLEDGEMENT ............................................................................................................... iv
LIST OF TABLES ............................................................................................................................. v
LIST OF FIGURES .......................................................................................................................... vi
TABLE OF CONTENTS ................................................................................................................ vii
ABSTRACT ........................................................................................................................................ xi
CHAPTER 0 NE ................................................................................................................................. 1
1.0 Introduction ..................................................................................................................................... !
1.1 Background to the study ............................................................................................................... 1
1.1.1 Historical perspectives ............................................................................................................... !
1.1.2 Theoretical perspective .............................................................................................................. 2
1.1.3 Conceptual perspective .............................................................................................................. 2
1.1.4 Contextual perspective ............................................................................................................... 3
1.2 Statement of the problem .............................................................................................................. 3
1.3 Purpose of the study ...................................................................................................................... 3
1.4 Objectives ....................................................................................................................................... 4
1.5 Research Questions ........................................................................................................................ 4
1.6 Hypotheses ...................................................................................................................................... 4
1.7 Scope of the study .......................................................................................................................... 4
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1.7.1 Geographical scope .................................................................................................................... 4
1. 7.2 Content scope .............................................................................................................................. 5
1.7.3 Time scope ................................................................................................................................... S
1.8 Significance of the study ............................................................................................................... S
CHAPTER TW0 ................................................................................................................................ 6
LITERATURE REVIEW ................................................................................................................. 6
2.0 Introduction ..................................................................................................................................... 6
2.1 Conceptual frame work ................................................................................................................. 7
2.2. 1. Types of Advertising ................................................................................................................ 8
2.2.1.1 Print Advertising- Newspapers, Magazines, Brochures, Fliers; ...................................... 8
2.2.1.2 Outdoor Advertising- Billboards, Kiosks, Tradeshows and Events ............................... 8
2.2.1.3 Broadcast advertising- Television, Radio and the Internet .............................................. 9
2.2.1.4 Covert Advertising- Advertising in Movies ....................................................................... 9
2.2.1.5 Surrogate Advertising - Advertising Indirectly ................................................................ I 0
2.2.1.6 Public Service Advertising- Advertising for Social Causes .......................................... 10
2.2.1. 7 Celebrity advertising ............................................................................................................. I 0
2.2. 2. Benefits of advertising; .......................................................................................................... !!
2.2.3. Challenges in Advertising ...................................................................................................... 12
2.2.3.1 The communication revolution; .......................................................................................... 12
2.2.3.2 Meet the growing consumer aspirations and value systems ............................................ l2
2.2.3.3 Diversification of products or services and the expansion of the market ...................... 13
2.2.3.4 Innovative approaches .......................................................................................................... 13
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CHAPTER THREE ......................................................................................................................... 15
METHODOLOGY ........................................................................................................................... l5
3.0 Introduction ................................................................................................................................... l5
3.1 Research design ............................................................................................................................ l5
3.2 Population ..................................................................................................................................... 15
3.3 Sampling strategies ...................................................................................................................... 15
3.4 Data collection methods .............................................................................................................. 16
3.5 Data collection instruments ........................................................................................................ 16
3.6 Data quality control ..................................................................................................................... 16
3. 7 Procedure ...................................................................................................................................... 17
3.8 Dataanalysis ................................................................................................................................. 17
CHAPTER FOUR ............................................................................................................................ 18
DATA PRESENTATIONS, ANAL YIS AND INTERPRETATION .................................... 18
4.0 Introduction ................................................................................................................................... 18
4.1 Background ................................................................................................................................... IS
4.1.1 Responses according to the age group ................................................................................... 19
4.1.2: Responses according to the gender ....................................................................................... 20
4.1.3: Responses according to the marital status ............................................................................ 21
4.1.4: Responses according to the level of education .................................................................... 22
4.2 Types of advertising used to influence sales ............................................................................ 23
4.2.1 Time taken to get feedback from the customers after advertising ..................................... 24
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4.2.2 Views of respondents on which types of advertising most reach the customers ............. 26
4.3 Contribution of advertising toward sales .................................................................................. 27
4.4 Challenges faced by the company during advertising and sales ............................................ 29
CHAPTER FIVE .............................................................................................................................. 31
SUMMARY, CONCLUSION AND RECOMMENDATIONS .............................................. 31
5.0 Introduction ................................................................................................................................... 31
5.1 Summary ....................................................................................................................................... 31
5.1.1 Types of advertising used to influence sales ......................................................................... 31
5.1.2 Benefit of advertising towards sales performance .............................................................. .31
5.1.3. Challenges of advertising towards sales ............................................................................... 32
5.2 Conclusion .................................................................................................................................... 32
5.3 Recommendations of the study .................................................................................................. 33
REFERENCES ................................................................................................................................. 35
APPENDICES ........................................................................................................................ 37
APENDIX A: THE TIME FRAME OF THE STUDY ...................................................... 37
APPENDIX B:BUDGET FOR THE STUDY ..................................................................... 37
APPENDIX C: QUESTIONNAIRES .................................................................................. 38