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 33 © 2023 Global Journals an organization or its product to a specific target audience through a given medium by an identified sponsor. Adekoya (2011) observes that for any promotional activity to be called advertisement it must be paid for. In its real sense, advertising is 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. In terms of marketing, advertising is a promotional tool which 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 (Sundar & Kim, 2005). Advertisements 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 vary in range (Busari, 2002). Many 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, an indication that advertising is a common phenomenon in the daily life of man. Advertisements are usually placed anywhere an audience can easily and/or frequently a access visual and/or video (Busari, 2002). So many people have tried to define the concept of advertising and as such various definitions have risen. However, there is what is common in the different definitions; all writers use the words like a communication, a promotion tool, a message delivery, attracting customers, persuading customers, calling customers to buy a product or a service and this information delivery is paid for and goes through a particular medium (Arens, 1986). c) Forms and Types of Advertising There are different forms and types of advertising based on nature of the message, medium through which the message is delivered and so on. According to Kotler & Armstrong (1999), there are three forms of advertising that is informative, persuasive and reminder advertising. Informative advertising is used to inform the customers about a new product or features and to build the image of the company. Persuasive advertising is one used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. It persuades a customer to accept sales calls and to purchase now (some persuasive advertising has become comparison advertising, in which a company directly or indirectly compares its brand with one or more other brands. While reminder advertising is one used to keep consumers thinking about the product or service .it is important for mature products or services. It reminds customers that the products may be needed in their near future, where to buy the product and maintaining top of mind product awareness. Others categorize advertising inform of media, being commercial and none commercial media. Commercial advertising media can include many different advertising media, including the traditional ones and modern means. With advancement in modern technologies, it is expected that more and more means of advertising will continue to surface. Wikipedia (http:// en.wikipedia. org/wiki/Advertising) outlines a number of commercial media including wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes, in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, the opening section of audio and video, posters, and the backs of event tickets and supermarket receipts. While there are so many forms of commercial advertising, this study conceptualized in details and empiri- cally examined only three forms, which include media advertising, celebrity advertising and bill- board advertising, for reasons that there are very few researches on them in almost no study was found in the context of Mogadishu Somalia. d) Theoretical Framework It is generally known that advertising plays a role in increasing the sales volume of any company’s product at any point in time but this role cannot be overemphasized. In several cases, advertising has helped many companies in various industries to growth. This is due to its role in placing a positive image about the companies’ products in the mind of potential consumers. Since advertising means different things to different people, there was a need for the researcher to conceptualize this concept in line with this study, based on some conceptualizations of previous researchers and experts in this field. Longman (2000) says that advertising involves the act of telling people publicly about a product or service in order to persuade them to buy it. Alonge (2001) contends that advertising is 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 as a branch of commerce is used to create awareness for a particular product and it must be paid for. It is a service or an aids-trade in commerce used to inform, educate,