| dc.description.abstract | The study was about establishing the impact of advertisement on the sales performance of the insurance companies in Uganda with National Insurance Co-operation (NIC) as a case study. The study was steered by objectives as follows: to find out the forms of advertisement used by National Insurance Co-operations (NIC), to establish the level of sales performance of National Insurance Co-operation (NIC), to establish the relationship between advertisement and sales performance of national insurance co-operation.
To attain the specific and the general objectives, the study followed the descriptive survey design that was qualitative and quantitative in nature. The study also used other tools to collect data and these include, observation, document analysis and interviews. A sample of 30 respondents were selected out of the 160 employees of National Insurance Co-operation using stratified random sampling out of which, 25 responded to the questionnaires which were the major instrument in the data collection. Both primary and secondary data sources were used. The data collected was processed and analysed using tables and presentations were done mathematically.
As reviewed in the study, there are many forms of advertisement used in National Insurance Co-operation that included, radio adverts, T.V adverts, billboards, posters, among others.
As for the level of sales trend, it was found out to have been declining but a strong positive relationship was established between advertisement and sales performance. It was concluded that the decline in sales was partly due to the amount invested in advertisement and recommended that factors like increasing branches, quality of the services should be looked at in order to overcome the problem. | en_US |
