Influence of Advertisement Media on Organization Performance: A Case Study of Nyanza Bottling Company Limited in Mwanza City
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Abstract
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Advertisement is one of the most effective promotion tools used by organization however
which advertisement to use has been a challenge to most organizations. The purpose of this
study was to evaluate the influence of advertisement media on organization performance in
Nyanza Bottling Company Limited (NBCL). The study was guided by the following
objectives: (i) determine kinds of advertisement media used by NBCL (ii) to identify factors
which influence the choice of advertisement media at NBCL and (iii) to determine the impact
of advertisement media on organization (NBCL) performance.
The study surveyed 271 customers from Mwanza City using self administered questionnaire it
was used a convenient sampling technique for selecting customers. Data was analyzed using
deceptive statistics with SPSS package
The research findings revealed that NBCL uses different types of advertisement media but
billboard is what influenced customers most. Furthermore, the findings indicated that several
factors influenced the choice of advertisement media and some of them included cost of
media, objective of advertisement, available budget and time of advertisement . The study
found that types of advertisement media affected organizational performance differently in
terms of sales volume, product/brand awareness and market share. The study recommended
that the type of advertisement media to be used be tailored to target market, use different
languages to maximize customer reach and introduce of new product packaging. The study
also suggested several areas for farther research
Keywords
Organization Performance