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 35 © 2023 Global Journals e) Empirical Review i. Media Advertising and Sales Performance 1. Media Advertising Media advertising is the use of several advertising media to promote goods and services of a given company.Wikipedia (http://en.wikipedia.org/wiki/ Advertising) indicates that in the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent, giving an example of the Esso gasoline company which spent hundreds of millions of dollars on a brand awareness campaigns, building around the simple theme Put a Tiger in Your Tank . 2. Steps in Choosing an Advertising Media Armstrong specifies four major steps taken into consideration when choosing an advertising media, these are deciding on reach, frequency and impact of the medium selected. Reach is the percentage of people in the target market who are exposed to the ad campaign. Frequency is the measure of how many times the average person in the target market is exposed to the message. Media impact is the qualitative value of message exposure through a given medium for example for products that need to be demonstrated, messages on television may have a great impact than those on radio since television has both sound and sight. In choosing the type of media, the reach, frequency and impact of the major media types include newspapers, televisions, direct mail, radios and magazines. Media choice is affected by the media habits of target consumers that is, media that reaches target consumer effectively. Nature of products that is some of products and services are best advertised on televisions and color magazines. Types of messages that is a major sale may require radio or television while a technical sale requires magazines, and direct mailing or on line. Cost is another major factor in media choice. This looks at the total cost of using a medium and the cost per advert exposure Selecting specific media vehicles with in each general media type such as specific magazines, tele- visions, television shows or radio programmes, a company must consider or complete the cost over thousand persons reached by a vehicle, cost of producing adverts for different media and also balance media cost measures against several media impact factors. Deciding media timing is last step in choosing an advertising media. The company must decide how to schedule the advertising over the course of a year. Continuity or pulsing patterns may be chosen. Continuity means scheduling the adverts evenly within the given period while pulsing means scheduling adverts unevenly over a period of time. f) Advertising Campaigns have three Main Characteristics 1. Meaningful: They should point out benefits that make the product more meaningful to the customers. 2. Believable: Customers must believe that the product or service will deliver the promised targets. 3. Distinctive: Ability to tell that the product is better than competing brands. Pride & Fewel (2006) suggest five significant decisions to be considered when drawing advertising programmed; these include what media should be involved? What message should be conveyed? What should be the company’s overall advertising budget? How does the firm know that the advertising is achieving its objectives? The only reason for advertising is to sell something that is product, service or even an idea (William et al , 1998). Scheme and smith 1980 insists that it is not enough to produce a good product, and you do not make it, advertising only makes it accessible to customers and stimulates consumption and purchase. Advertisement also facilitates the introduction of a new product ,expands the industry sales and the company, supports personal selling, reaches people inaccessible by sales force, builds good will of the firm hence improving its reputation and consequently sales are improved. However advertising is costly and may not be as persuasive as a company’s sales person. Many companies used straight forward method in determining advertising applications like percentage of sales, standard expenditure per unit, the task method /market share relations between advertising and sales revenue since there are mainly other factors that determine the sales revenue of a company like price, perception towards the product (Kotler & Armstrong). The study showed that businesses making major increases in media advertising expen- ditures during the recessionary period gained an average of 1:5 points of sales performance share. This level of aggressiveness was displayed by only 25% of the businesses. Thus, by being aggressive, these businesses outperformed the average business, which, as we saw earlier, gained only 0.63 points of share during market recession (Nyren, 2005). During market expansion periods, over 80% of the businesses increased media adver tising expenditures. The problem, however, is that no particular share gain was achieved, on average, because most firms take the same action. Thus, the consistency of ROI levels between normal and expansion periods is maintained. We do see the danger of falling behind in media advertising. Those businesses that reduced their media advertising during the expansion lost one point of share. We cannot say, without additional information, whether