Effects of Advertisement on the marketing of Consumer Electronic Products. A case study on Electroland Ghana limited

By Project Professional Ghana

Full Chapter

Introduction
Today’s consumer electronics products are not only more technologically advanced, but also cheaper, more widely available, and diverse. With good marketing tools like an advertisement, companies benefit from the continuous impact on the consumer’s mind. The study assess the effects of advertisement on the marketing of consumer electronic products. A case study on Electroland Ghana limited. The objectives of the study were to assess the advertisement strategies, factors considered in developing the advertisements, and the challenges with the advertisement strategies.

Method
To achieve the objective of the study, purposive sampling was used to select fifty-two (52), management and working staffs of Electroland Ghana Limited. The main data collection instrument used was the questionnaire. The data were analysed using Statistical Package for Social Sciences (Version 26) software and presented using percentages, frequencies and tables.

Findings
The findings of the study revealed advertising on consumer electronic products is mostly done repetitively to attract consumers. Sometimes attractive production features, celebrity endorsement and branded characters are various advertising strategies used to attract consumers’ interest.