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 54 © 2023 Global Journals advertising does not significantly increase company sales. The researcher however has a belief that if the quality of billboards is improved, their impact on company sales may positively change. d) Recommendations From the findings of this study, the researcher recommends that if the companies in Mogadishu are to successfully increase their sales volume, the following should be done; 1. Companies should try to offer a variety of products to customers and increase on training of their sales staff. This means that the management of these companies should always be in market to see what others are doing and what the customers want. After establishing needs, they should train their sales staff on how to address these needs and how to convince customers. 2. Companies should also ensure that their quality meets the expectations of their customers. This also means that management should always conduct customer satisfaction surveys so that they get the quality issues and address them accordingly. They need to increase speed in serving customers and make their terms of sale flexible. 3. Companies in Mogadishu or their management should ensure that they increase on the use of outdoor advertising media such as posters, billboards and so on. This is in line with the current nature of customers, who are always out on the move to or from their jobs, making in-house adverts less effective in delivering the required information the intended customers. 4. Also companies in Mogadishu need to put up clear processes and procedures for selection of celebrity endorsers, if they are to remain effective in their advertising campaigns. They need to do this by putting into consideration the following factors while selecting a celebrity endorser; the experience and trustworthiness of a celebrity; the attractiveness of a celebrity; the familiarity of a celebrity; the popularity and extent to which he/she is liked by the people in the community; relevancy of a celebrity and the respect people give him/her and the experience of the celebrity in that product a company is promoting. 5. Finally, regarding billboards, companies in Mogadishu Somalia or their management have got to be a bit careful with their billboards expenditure; making sure that their expenditure is worth of it. This can be done by improving the quality of their billboard adverts. They should make sure that apart from placing their billboards in busy towns, the message on them should be not only clear and easy to read, but readable in a short time. e) Recommendations for Further Research Further researches in the field of advertising and sales performance in Mogadishu Somalia, need to be done in the following areas; 1. The effectiveness of the various advertising media 2. Company expenditures on the various advertising media and the extent to which they affect the sales volume 3. Advertising expenditure and company profitability in Mogadishu 4. Advertising expenditure and company reputation in Mogadishu 5. Comparative analysis of the advertising expenditure on the various advertising media and their effect on company performance variables. A cknowledgements 1. I appreciate and thanks to Allah, the most gracious, the Most Merciful, for what He has done for me: giving me wisdom, strength to always be courageous in accomplishing this research report. I highly appreciate the authors upon whose shoulders I leant and drew inspiration to do this work. 2. My sincerest gratitude to my supervisor for his valuable comments and suggestions, impressive encouragement and precious time spent on my thesis. He is not only taught me how to solve the academic problems and also how to deal with difficulty in my life, which impressed me more and would benefits my future path in life and career. Meanwhile, credits should be given to those questionnaires respondents, family and friends. Your support has been instrument. 3. I also owe a debt to my best brother Mr. Mohamed Osman Aden and best friend Mr. Abu-bakar Abdi buulle for their moral and financial help they have rendered towards my academic struggles and advice on certain issues and also their kind help in editing this work. 4. I particularly wish to acknowledge my superior supervisor Dr. Dezi for the time, advice, fatherly guidance and supervisory role he offered to me during the course of this study. Special thanks go to Dr. kibuuke for his help during the designing of the instruments, providing tips on how to deal with different areas in this book and the collegial atmosphere he provided to me during my study period. I wish to enlist heartfelt gratitude towards all lecturers who taught me on the masters ‟ program”. R eferences R éférences R eferencias 1. Adekoya, O. A. (2011). The Impact of Advertising on Sales Volume of a Product, a case study of Starcomms Plc, Nigeria. Unpublished Bachelor of