The Effect of Marketing Communications on the Sales Performance of Ghana Telecom (Vodafone, Ghana)

Abstract

One of the problem areas in marketing of great practical and theoretical significance about which much remains to be learned is the nature of market response to a firm's marketing mix. Marketers are therefore concerned about the coordination between communications and their sales and the expenses thereof. This study sought to examine the relationships existing between marketing communications activities and the sales performance of Vodafone. The study also made use of simple statistical tools such as tables, graphs, together with multiple regression analysis to determine the degree of variation between the dependent (sales volume) and independent variable (communication tools). The results indicated strong relationships between sales promotion, advertising budgets and total sales. There was however an inverse relationship between TV advertisements and sales. In addition, a negative relationship was also found to exist between sponsorship budget and total sales. The outcome indicates that Vodafone was not paying much attention to its total communication costs and the return on investment (ROI) on such expenditures. It is recommended therefore that management and other marketers in the industry regularly evaluate the marketing communications activities they engage in as this will inform them on how effective their communications activities are and what returns to expect on these marketing communications activities

Rinkodaros programų optimizavimo metodinių prielaidų analizė

“…Analizuojamuose tyrimuose (2 lentelė) vartojamų rinkodaros grąžos rodiklių, pagal kontekstą publikacijose paprastai vadinamų priklausomais kintamaisiais, spektras toks: -įmonės sugeneruotas iš vartotojų pelnas (Cui et al 2012); -pajamos iš pardavimo (Baidya, Basu 2007;Ai et al 2010;Fischer et al 2011;Okyere et al 2011 -vartotojo sprendimas (pirkti ar nepirkti) (Cui et al 2012). Pagrindinis tyrimų metodas -daugianarė regresinė analizė, tik viename tyrime (Ai et al 2010) užleidusi vietą euristiniam algoritmui, grindžiamam ribine analize.…”

An Empirical Investigation on the Impact of Marketing Communication Expenditure on Firms’ Profitability: Evidence from India

“…With the increase in advertising clutter and viewers’ tendency to skip or avoid going through the advertisements, various sales-promotion techniques have become a handy tool for firms to enable them increase their sales revenues. Thus marketing communications are not treated as an expense nowadays by large firms, but rather as an investment (Okyere et al, 2011) and therefore marketing managers are concerned regarding the returns such as profitability that such marketing communications bring to the firm.…”

Įmonių Rinkodaros Programų Optimizavimo Modelis

“…1) rinkodaros grąža išreiškiama įvairiais rodikliais, iš jų populiaresni yra pardavimo pajamos(Baidya, Basu 2007;Ai et al 2010;Fischer et al 2011; Okyere (Baidya, Basu 2007;Ai et al 2010;Fischer et al 2011;Okyere et al 2011) ir respondentų įverčiai apie rinkodaros priemonių poveikį vartotojams(Rust et al 2004;Azizi et al 2009; Chimote, Sri vastava 2011), kitiems tyrimuose nagrinėtiems rinkos veiksniams kaip nepriklausomiems kin tamiesiems išreikšti taikytos techninio ir ekono minio pobūdžio charakteristikos(Reinartz et al 2005;Eze 2007;Fischer et al 2011;Cui et al 2012). …”