THE ROLE OF ADVERTISEMENT IN MAINTAINING THE SALES OF TELECOMMUNICATION COMPANIES IN UGANDA

ABSTRACT

Advertising in maintaining the sales of any telecommunication company has

tended to utilize most of the marketing mix aspects like personal selling,

promotions and trade fairs.

Although a number of advocates state that advertising can not survive on its own,

advertising has played an important role in maintaining sales of most companies.

The role of the study was to establish the influence advertising has in maintaining

sales of telecommunication companies in Uganda.

This act of persuasion by advertisers has to a greater extent maintained sales as

presented in the research study.

The researcher made use of snowball sampling which enabled in the collection of

data. Respondents were selected according availability; from which, these

respondents recommended other potential respondents until the researcher was

satisfied with the data collected.

Further still, the interview guide came in handy in that it summarized the whole

study and the most prominent data collection tools used where primary tools

which comprised of observation and the interview guide and also secondary tools

of published material in relation to the study.