Browsing by Author "KAJUBI VICENT"

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    THE IMPACT OF ADVERTISING ON SALES PERFORMANCE IN TELECOMMUNICATION COMPANIES IN UGANDA: A CASE OF MTN LUWEERO TERRITORY
    (UGANDA CHRISTIAN UNIVERSITY, 2025-08-08) KAJUBI VICENT
    The study aimed at establishing the impact of advertising on sales performance of MTN Luweero Territory, Uganda. The specific objectives included: to find out the effect of digital advertising on sales performance of MTN Luweero Territory, Uganda, to establish the effect of persuasive advertising on sales performance of MTN Luweero Territory, Uganda, and to examine the effect of informative advertising on sales performance of MTN Luweero Territory, Uganda. The study adopted a quantitative correlational design. This study targeted employees of MTN Luweero Territory including Territory manager, territory sales manager and operational staff, totaling to 28 participants, and these were simple randomly selected basing lottery approach outlined by Krejcie and Morgan (1970). The questionnaires were used in collecting data, and analyzed quantitatively. The results revealed that digital advertising has a significant effect on sales performance of MTN Luweero Territory, Uganda (r= .686**, p=0.001). Specifically, advertising accounts for 24.5% variation in the sales performance of MTN Luweero Territory. It also revealed that persuasive advertising has a significant effect on sales performance of MTN Luweero Territory (r= .342**, p=0.001). Specifically, persuasive advertising accounts for 30.4% variation in the sales performance of MTN Luweero Territory. The study finally revealed that informative advertising has a significant effect on sales performance of MTN Luweero Territory, Uganda (r=0.589** , p=0.002). Specifically, informative advertising accounts for 31.3% variation in the sales performance of MTN Luweero Territory. The study concluded that digital advertising and informative advertising had the highest significant positive relationship on the sales performance of MTN Luweero Territory, Uganda. To improve MTN’s advertising in Uganda, a multi-faceted approach is needed, focusing on targeted campaigns, enhanced brand visibility, and responsible advertising practices. This includes leveraging data analytics for personalized messaging, strengthening online presence and fostering transparency and trust with customers, and areas of further research were suggested.