waithaka

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Introduction
Advertising is often referred to as above the line expenditure, a term which is derived from the historical way where advertising expenditure was treated in marketing budgets. Main media expenditure was shown above the line because it represented actual expenditure, as opposed to sales promotion which was shown below the line because much of the cost of such items came from a reduction in revenue, e.g price cuts. Most advertisements run on behalf of a commercial organization will be placed by the agency, who buys the space and pay the media owners. The agency then receives a commission from the media owners, but charges the full cost to the advertiser (Robbin, 2003).

Advertisement as a promotion mix tool covers more than persuading the customers to buy something. It is also a means of trying to influence behaviour and beliefs. As a communication tool its objectives can fall into three categories:
Informing
Persuading
Reinforcing

Advertising is not perfect. In fact, it could be argued that it is one of the most frowned-upon of all professions. The reason it gets a bad reputation is because it is the perfect storm of: a great deal of wealth; a lot of seemingly shallow people; a focus on profit; selling things people don’t want; making bad products look good. The list is much greater, but those are the key reasons. Advertising employees are often thought of as heartless, soulless, slimy people who care more about money than they do about people. This may apply to 0.1% of the people in it, with most just trying to earn a good living in a fun and engaging profession (Robbin, 2003).

Faulu Kenya Limited was founded by Food for the Hungry International (FHI), a Christian relief organization, Loan scheme program that target...

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...ll be preferred since it will involve dividing of the population into homogenous subgroups then taking a sample in each subgroups this procedure will also be preferred because it will ensure that certain sub groups in the population are represented in the sample in proportion to their number in the population (Kombo and Tromp, 2006) the procedure will also be preferred since all the target population had an equal chance of being selected and inclusion of small groups which otherwise could have been omitted entirely by other sampling methods (Kothari, 2004) hence the researcher will use this sampling procedure to ensure both management levels are included in the study since the procedure classified the population first into homogenous groups and give each target population equal chance to be picked. The sample size to be picked will be 79% of the target population.

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