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

Author(s): Nana Yaa Dufie Okyere | Gloria K.Q Agyapong | Kwamena Minta Nyarku

Journal: International Journal of Marketing Studies
ISSN 1918-719X

Volume: 3;
Issue: 4;
Date: 2011;
Original page

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.
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