Browsing by Author "Appiah, Benjamin Ameyaw"

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    The impact of advertising on sales- a case study of selected companies in Kumasi
    (2009.) Appiah, Benjamin Ameyaw
    Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, directly or indirectly by trying to make lofty claims about product performance. Companies continue to spend large sums of money on advertising, which is one of the most important and visible marketing tool. Advertising has become so integral part of life and society that one cannot imagine any event, newspaper, magazine, or television serial without advertising. The question is, has any company attempted to assess the impact of its advertisement on sales? The purpose of this study was to examine the impact of advertising on sales using selected companies from the Kumasi Metropolis of Ghana. The study was explorative in nature and in addition tried to make a quantitative assessment of advertising on sales of specific companies. The main research instrument used in this study was questionnaire. The respondent companies for the study were mostly small and medium size companies and enterprises. At the end of the study, it was realized that although most of the companies attested to the fact that advertising is effective in boosting sales most of the companies did not have a year by year figures of advertising cost and sales expenditure for a quantitative assessment of the actual increase in sales per corresponding increase in advertising expenditure.