The Impact Of Advertising Expenses On Sales Revenue Growth In Selected Telecom Companies In Uganda

This study examined the effect of advertising expenses on sales revenue growth in selected telecommunication companies in Uganda.This was in light of the view that telecommunication companies have massively invested in advertising with the major aim of having a bigger market compared to their competitors.The study specifically sought to establish the relationship between sales advertisement expenses,Market research and sales growth revenue in telecommunication companies in Uganda.The study adopted a cross sectional survey design.Data was gathered using a structured questionnaire from 120 respondents in the different telecom companies including MTN,Airtel,Orange/Africell Uganda and UTL these respondents were high level and middle level managers with vast knowledge and experience in the telecom Industry based their years of service.Study findings revealed that Market research Costs incurred increased company awareness on target audience.Investment in media expenses,market research and a solid strategy in advertising has contributed to improvement in product/service value,that investment in market research and advertising in general results into persistence of sales earnings,that the customer base of respective telecom companies that have massively been able to grow due to investment in researching customer needs,that profits earned by the company are attributed to research.A positive significant relationship was found to exist between advertisement expenses and Sales growth revenue.Document review method was also used to collect data.The study also established that company's uses advertisement to introduce new products,that Advertisement helps Telecom Company to out compete the other competitors,that remaining in business makes their respective company use Advertisement as the major tool for survival.The study also established that advertising strategies expenses a positive impact on the growth of sales and overall growth of the company.