Abstract:
Advertising has become a powerful marketing tool in increasingly
competitive business environment. This study explored the effect(s) of advertising
strategies on sales performance of Lacdan Roofing Company in Kumasi, Ghana.
Three constructs measuring advertising strategies including informative,
persuasive and reminder advertisements were employed in this study. There were
two objectives of the study. The first objective was to determine the effectiveness
of advertising tactics employed by Lacdan Roofing Company. The second
objective was to investigate the effect(s) of advertising strategies (constructs) on
sales performance. The study employed exploratory and confirmatory factor
analyses along with structural equation modeling to evaluate a proposed model
for understanding the relationships. The results showed that customer perceives
local language advertisements tactics employed by the company as the most
effective, while newspaper advertisement in the least effective advertising tactics
of Lacdan Roofing Company. Again, the findings indicated that informative
advertisements, persuasive advertisements and reminder advertisements have a
significant effect on sales performance of Lacdan Roofing Company. The study
therefore recommends that Management of Lacdan Roofing Company should
develop creative advertisements that are persuasive and informative in order to
influence consumers purchase decision, hence to improve sales of the company.
