The effect of advertisement on organizational performance: a case study of Century Bottling Company

Abstract

The research was carried out to assess the effect of advertisement on Organizational Performance, a case study of Century Bottling Company. The study objectives were; to find out the effect of packaging and branding on the sales volume in Century Bottling Company, to establish the relationship between promotion and volume of product sales in Century Bottling Company and to find out the effect of broadcast media on and volume of product sales in Century Bottling Company. The questionnaires were pre-tested for accuracy and consistence in the pilot study. After data collection, questionnaires were edited to remove to check for completeness. Data entry was done using micro soft excel and in SPSS in order to find out the relationship between the dependent variable that is organizational performance and how it’s influenced by advertisement and other factors. A total of 50 respondents were selected conveniently for data collection. The study largely believed that Radios were the most form of broadcast media used by the company as represented by 60.0% of the respondents as compared to TVs that was represented by 40% of the respondents. The study also revealed that about 90.0% agreed to the fact that Sales promotion helps to build brand loyalty by giving the seller the chance to draw a loyal and profitable set of customers which provides sellers some protections from competition and greater control in planning their marketing mix and only 10.0% disagreed by arguing that sales promotion gives a short-term inducement of value offered to arouse interest in buying a good or service. The study further confirmed that all respondents (100%) agreed that Packaging and branding affected the sales volume and further agreed that Packaging and branding is important to the Company; However the study was only adequate enough to conclude that sales promotion and broadcast media significantly affected sales volumes. The study recommended that Century bottling company through its quality assurance competency must continuously review the quality of its core brands and most especially Coca-Cola as this will help the company to deliver a brand that can fulfill the needs and wants of the consumers besides creation of a continuous demand. This calls for flexibility on the internal controls so that they do not override the effectiveness of customer service delivery. This however should be achieved without compromising company processes and procedures