The Impact of Advertising on Organizational Performance

Mshanga, Paul V. (2024) The Impact of Advertising on Organizational Performance. Masters thesis, The Open University of Tanzania.

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Abstract

The purpose of this study was to investigate the effect of advertising on organizational performance. The present study was guided by three specific objectives, namely to determine the effect of pioneering advertising on Tanzania Posts Corporation performance; to assess the effect of competitive advertising on Tanzania Posts Corporation performance; and last to examine the effect of reminder advertising on Tanzania Posts Corporation performance. The study employed a quantitative case study design to collect data from the recruited respondents working for Tanzania Posts Corporation within the United Republic of Tanzania. The researcher used structured questionnaires to collect the primary data from the participants. Multiple linear regression analysis was used to assess the nexus between the independent variables (pioneer advertising, competitive advertising and reminder advertising) and dependent variable (sales performance). The study results found a positive and direct effect of pioneer advertising, competitive advertising and reminder advertising on and sales performance at Tanzania Posts Corporation. Thus, since the present results provided the evidence that all three constructs pioneer, competitive and reminder advertising) are key predictors of sales performance, the study highly recommends the TPC to extensively and consistently invest in advertising to increase sales volume in their organization. Keywords: Effect of advertising, organizational performance, Tanzania Posts Corporation

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