| dc.description.abstract | This study explored the effect of advertising on sales performance of steel manufacturing companies in Uganda using Roofings Uganda Ltd as a case study.
This study was needed due to evidence indicating that though Roofings Uganda Ltd was spending an increasing amount of funds on advertising, this was not being reflected her sales. The study specifically examined the effect of print media, billboard and broadcasting advertising on sales performance of Roofings Uganda Ltd. The research design used was a case study design and both qualitative and quantitative approaches were used. A sample of 48 employees and 3 key informants from the accounting and marketing departments, were used for the study. Data was obtained using a structured questionnaire for employees and structured interview guides for key informants. Data was analysed using descriptive, inferential statistics (quantitative data) and content analysis for qualitative data. The findings suggest that advertising in totality contributed 31 % (r2change =.312) to the performance of Roofings. In terms of individual factor contributions, it was found that print media contributed 11.4%, billboards, 5% and broadcasting 17.4%. Broadcasting made higher contribution, followed by print media and finally by billboards. With regard to print media advertising, leaflets were more effective than newspapers. Their pointed information and colourful illustrations enable a company to tell a clients and potential customers key qualities, uses and benefits of products. Billboard advertising was less significant due to the fact that, the forms used were very traditional and did not reach out to many potential clients. Broadcasting advertising contributed more to sales performance of Roofings due to the fact that it reached to more potential clients given the fact that people spend more time on TV and radio than reading. TV advertising had higher efficiency levels when compared with all classic advertising channels. TV advertising campaigns strongly affected sales volume than other advertising media. This is partly because the potential market was more visual and so spent more time on TV and the TV was able to effectively highlight products' quality, cost effectiveness and brand image. The study recommends that for advertising to contribute more to sales performance of steel manufacturing companies, they need to strengthen print media advertising by increasing its frequency. News Papers adverts should adopt the features of leaflets by having better colourful descriptions of products, with pointed benefits. Billboard advertisements should be re-cast to include messages that strongly impacts on clients' decisions purchase a product. Traditional billboard media should be dropped in favour of electronic billboards, because it is often ignored or tuned out. | en_US |
