Effectiveness of advertisement on sales volume in banking industry: the case of Advans bank Tanzania

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University of Dar es Salaam
The banking industry in Tanzania is operating in a highly competitive market due to presence of several banking and financial services offering companies. The study assessed effectiveness of advertisement on sales volume in Tanzanian banking industry. The study was guided by the following three specific objectives: to determine relationship existing between advertisements and its sales performances, to determine effectiveness of advertising campaigns in realization of organizational objectives and to identify purposes of various types of advertisements towards realization of organizational goals. The study employed mixed methods approach in collecting primary data from the field. Data were collected and analyzed both quantitatively and qualitatively using Microsoft excel. Interpretive philosophy under the case study design was employed with nominal scale of measurement. In data collection, questionnaire, interview and documentary analysis were employed. It was revealed that there is a positive relationship between conducted advertisements increase sales performances of their organization, to a large extent and noticed that difference characteristics of advertisements have different impact on sales performance. It was further revealed that advertisements create customers’ attention, interest, desire and help to influence them take action in consuming company products and services. Also it was disclosed that there was influence on realization of sales objectives through increased value of products and services, creation of brand reputation in the market. It was realized that identifying brands, provision of information, persuasion of customers, previewing new trends, creation as well as stimulation of demands, building the customer base and pricing mechanism that advertisement has great positive impacts on changing sales volume in Tanzania banking industry. Several recommendations were presented.
Available in print form, East Africana Collection Dr Wilbert Chagula Library, class mark(THS EAF HF6161.B2T34H34)
Advertising, Banks and banking, Tanzania
Halinga, J.A.(2015) Effectiveness of advertisement on sales volume in banking industry: the case of Advans bank Tanzania. Master dissertation, University of Dar es Salaam. Dar es Salaam.