Global Journal of Medical Research, E: Gynecology and Obstetrics, Volume 23 Issue 3

Advertising and Sales Performance of Selected Companies in Mogadishu- Somalia Global Journal of Management and Business Research ( E ) XXIII Issue III Version I Year 2023 32 © 2023 Global Journals means effect on financial and non financial of the organizational sales performance (Radley, 1996). j) Operational Definitions i. Advertising Is any paid form of non-personal presentation and promotion of ideas, goods, or services, by an identified sponsor? iii. Celebrity Advertising Is the use of a public figure’s likeness for the purpose of selling a product or service? Celebrity advertising can be accomplished through celebrity endorsements, whereby the celebrity consents for his or her likeness to be used in advertisements for a certain brand (Miciak & Shanklin, 1994). iv. Billboard A billboard 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. v. Sales Performance Sales performance describes the trend of collections in terms of revenue when comparing different periods (MC Cathy, 1994). vi. Conceptual Framework C hapter T wo L iterature R eview a) Introduction This chapter looks at advertising as the independent variable, sales performance as the dependent variable and the relationship between the two variables. b) Concept of Advertising Advertising is any paid form of non personal presentation and promotion of ideas and goods, or services by an identified sponsor (Kotler and Arm strong 2010). Although advertising is used mostly by commercial firms, it is also used by a wide range of nonprofit organizations, professionals and social agencies that advertise their causes to various target publics. According to Adekoya (2011) advertising is any paid form of non-personal communication about Source: Researcher (2014) ii. Media Is a usage of television programs, newspapers, bus-stop posters, in-store displays, banner ads on the Web, or a flyer on Face book, in order to reach your desired audience (1979).