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 34 © 2023 Global Journals guide and persuade people to buy the advertised goods or services. Gillian (1982) looks at advertising as “a means of drawing someone’s attention to something or notifying or informing somebody of something”. 1. Non Personal: First what is non-personal”? There are two ways to sell anything, personal or non- personally. Personal selling requires the seller and buyer to get together while non personal selling involves the use of various media to reach the consumer/buyer. The advertising is directed to group of people with no particular person in mind and it thus non-personal in nature. 2. Communication: This means not only in speech or picture but any way one person can pas information, ideas or feeling to another. Thus, communication uses all these senses, smell, touch, taste, sound and sight. And of all the five only two are really useful in advertising. 3. Information: Information is described as knowledge, products. Information comes in many forms it can be complete, it can be blare or deceptive. 4. Paid Form: “Paid form” is a pretty straight forward meaning. It is advert created and placed on the media, the costs of creation and time or space in the media must be paid for. This is a major area in which advertising different from public relations. However, some advertisements are not paid for by their sponsors. Free advertisements are exclusively for public service campaigns. 5. Identified Sponsor: Identified sponsor means whosoever is putting out the advertising, must tell audience who they are. Legally, a sponsor must identify herself as sponsor of an advertisement. This equally establishes the truthfulness of the message unlike propaganda which is another promotion with anonymous or hidden sponsors. A company sponsors advertising in order to convince and influence people to buy its products. All these can be shown in model: Figure 1: Model of Advertising (Osuagwu Linus, 1997, 185) The ultimate function of advertisement is to help produce sales. This is the feedback expected from the consumer. Though advertisement may not lay absolute claim to sales, since it is equally the goal of other promotional tools, such as sales promotion, personal selling, etc, its contribution cannot be over-emphasized. The advert message is put into a symbolic form such as pictures, written words or spoken words. The message is then transmitted to the consumer via means of advertisement like television, radio, newspaper and so on. But, advertisement cannot produce immediate sales; sales may come in the long run, since consumers normally do not switch from uninterested individuals to convinced consumers in one instant move or day (Richard, 1996). fact or news. However you should bear in mind that one person’s information is another’s scam, particularly when advertiser talk about their