The Effect of Advertising on Organizational Performance Case Study: Barclays Bank Uganda Limited, Main Branch
Author: NUWAGABA DOUGLAS
Supervisor: Edward Ssegawa Katumba
The study sought to investigate the effect of advertising on organizational performance- Barclays Bank Uganda Limited as the case study. Advertising to management is an issue today that many organizations tend to undermine. A couple of organizations are not willing to embrace the use of different forms of advertising such as outdoor, media and online advertising to increase their market share, profitability and efficiency. The study is expected to make the effect of advertising on organizational performance well known.
The objectives of the study were; to establish the effect of outdoor advertising on organizational performance, investigate the effect of media advertising on organizational performance and to establish the effect of online advertising on organizational performance.
A sample size of 50 employees was studied from Barclays Bank Uganda limited. Data was collected using closed and open ended questionnaires and observation methods. The findings of the study were that advertising has a positive effect on organizational performance.
The study concluded that awareness of a product through advertising was important in organizational performance leading to increased market share, profitability and efficiency as the products and services offered by the organization get exposure. Furthermore, the study recommended the use of several forms of advertisement such as online ,outdoor and the use of the media.
The study found out that online advertisement had a great impact on todayís way of doing business that is cost reduction when using the internet for advertising.