Browsing by Author "Kusi-Mensah, Joseph"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    The effective use of the media in promoting products: (a case study, the use of the outdoor advertising media in promoting products.)
    (1997-02-28) Kusi-Mensah, Joseph
    The Ghanaian marketing environment is changing rapidly and currently there is an influx of products of all kinds, those that are imported competing with the locally made ones for a market share. Consumers therefore have a choice and are sometimes in a dilemma as to the ones to choose. In view of this, today’s successful companies at all level have one thing in common, they are strongly customers focused, and heavily committed to marketing. These companies share an absolute dedication to sensing, serving and satisfying the need of the customer in well understood market. Marketers faced with various forms of competition tend to find various means by which awareness of their product would be made, and more so, convincing such that consumers develop a liking and purchase these products. This has not been the situation in Ghana until recently. In the late 1970’s to the early 1980’s demand for commodities exceeded supply by a huge margin leading to a total shortage of goods on the market. During that period, consumers had very few or no option but to buy what was available in the market. By the early 1990’s supply of goods improved dramatically, and marketers are now forced to use various promotion techniques and advertising media to sell their products. This has given rise to the recent advent of raffles that are used in the sales of particular products. Companies are also branding shops and vehicles to create awareness for their products. As today’s companies are wrestling with increased global competition, they will have to be strongly market focused or exceed customer expectation if it is to stay in business.