Bachelors Degree in Mass Communication
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Browsing Bachelors Degree in Mass Communication by Subject "Advertisement"
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- ItemAdvertising and consumer behavior: a case study of Novida Kampala, Uganda(Kampala International University, College of Humanities and social sciences., 2014-06) Achan, JacklineThe aim of the study was to survey the effectiveness of advertisements on buying behavior of the youth. The study was carried out targeting consumers and nonconsumers of Novida fruit flavored drink. Cross sectional survey design was used for the study which allowed generalization of the findings from the selected sample. The target population consisted of the youth congregation at Kampala The sample size was 50. The youth were stratified on basis of their difference in years and then were randomly selected to ensure that both male and female were represented. The research instrument used was a questionnaire. The study sought to find out consumption behavior of the consumers as a result of advertising. The questionnaire objectives were therefore to gather information on attitudes that consumers had towards Novida’s advertising and the impact of this advertising on consumers. Data gathered and results analyzed indicated that advertising did not in fact directly influence behavior towards the process of making the purchase decision; rather it only incites purchase but is not a decisive factor when it comes to Novida’s advertisements. This was attributed to a presence of other factors such as convenience of products, attractive advertising, promotional activities, and generally habits that the consumers had developed throughout their lifetimes. Recommendations were given for further research into these effects of advertising. The researcher also recommended that other marketing communication tools be researched on.
- ItemInfluence of television advertisement to audiences on fashion: a case study of Urban Town Central Uganda Kampala District(Kampala International University.College of Humanities and social science, 2014-06) Dauson, BamwineThe study assessed the influence of television advertising to the audience on fashion. The objectives of the study include; establishing the management techniques used by television advertisers to influence the audience; to assess the outcomes of television advertising; find out possible solutions to the negative outcomes of television advertising among others. The research employed descriptive research approach where simple random sampling technique was used to get the sample size which was used to that the problem at hand described in-depth which required collecting information through questionnaire, interviews and a total sample size of 29 informants was interviewed. This size was more preferable due to time limit, the resources available to carryout the research and it was also used to ensure accuracy in data collection and data was analyzed quantitatively and qualitatively inform of: graphs, tables, charts depending on the convenience and requirements of that data collected, and conclusion were drawn. The major findings of the study was that up to 78% of the respondents continue to be negatively influenced by television advertising such as wastage of resources, among others. Responsible stakeholders such as the government and concerned authorities have done completely little to curb down these problems caused by television advertising. In conclusion therefore, there is need for the government and concerned authorities to join hands to support and improve on the advertising process.
- ItemThe Role of Advertisement in Maintaining the Sales of Telecommunication Companies in Uganda: A Case Study of Zain Uganda(Kampala International University, bachelors degree in mass communication, 2009-12) Godfrey, BernardAdvertising 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.