The Role of Advertising as a Strategy to Provide Return on Investment: A Case Study of Total Kenya

Abstract

This document seeks to investigate whether advertising provides return on investment to the organizations employing it as a strategy. In chapter one we see that advertising is a method that is used to communicate about a certain product offering that an organization has and that there are a lot of funds that go into carrying out advertising. In chapter two we introduce the Bayesian Theory of decision making under uncertainty and tie this in with our study where the researcher seeks to explain the fact that the decision to advertise is made without being certain of the results thereof. The empirical framework in this same chapter enables the researcher to show that there are scholars who studied advertising as a strategy and also to explain what their thoughts were towards this strategy. The conceptual framework in this same chapter shows the relationship between the dependent and independent variables related to advertising and the provision of return on investment. Chapter three shows the methodology which was used for this study which is a case study where the organization being studied is Total Kenya. We also see the sampling technique and the collection of data being questionnaires as well as the methods of analysis of the same data which is the use of Stata. Chapter four shows the presentation of the findings where we are able to see that advertising has been carried out and the results of the same. Total Kenya employees were the focus of the study and they provided information as to how this was carried out and the results of the same. Chapter five shows that there was return on investment through increase in sales of the products being advertised.