In the business context, advertising is a marketing tool that is aimed at convincing consumers to purchase goods and services offered by the advertiser. In this vein, advertisement has been recognized as a marketing tool with a broader exposure and a long lasting effect in the viewers mind (Abideen & Saleem, 55). Abideen and Saleem (55) further point out that the concept of advertising is based on promotion as one of the 4P’s in the marketing mix. It promotes product awareness in the minds of all the potential and target consumers and as such playing a huge role in influencing the consumer purchasing decision. Due to the existing need to market the available goods and services, Osman et al. (140) point out that advertising has cemented it place in every business organization. Consumer purchasing behaviour is what drives sales. In the ancient times, marketers used different symbols and signs to create awareness of their products to the consumers; such tools were hand made and produced at relatively limited scales for marketing purposes only. With modernization forces and technological advancement, the concept of advertisement was developed further and intensively used in business to promote product awareness. Today, advertisement is widely recognized in the business world as the major form of communication between manufacturers and the consumers of their products. The modern business organizations enjoy the utilization of a wide range of advertising medium including; the internet, newspapers, magazines, billboards, television, and so forth (Abideen & Saleem, 55). According to Dens and Pelsmacker (52), television is the strongest medium of advertisement due to its wide viewership and high appeal in both visual and audio communication. The telecommunication industry today uses advertising to capture their prospective, potential and present customers. Over the past decades, the activities of telecommunication industry have gained considerable interest from the use of advertising in reaching many people which impacts on sales volume, of such industry is Vodafone Ghana.
Brief Overview of Vodafone Ghana
Vodafone Ghana is an operating company of Vodafone Group Plc., the world’s leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States. Vodafone Ghana is the only total communications solution provider – mobile, fixed lines internet, voice and data – and is currently unmatched in providing fixed line and internet services. The company is currently ranked third mobile operator with a huge potential to take over the market. Vodafone Ghana as it is today, evolved from the Public Works Department in the colonial days. It was established after World War II to provide telecommunication services as part of the Civil Service under the supervision of Public Works Department (PWD) and was operated by the Post and Telecommunications Department. In 1974, the two separate organisations (Post and Telecommunications) were brought under one umbrella and became a public corporation with the responsibility of operating the nations’ Postal and Telecommunication. To ensure efficiency and effective performance and also inject technical and commercial expertise, the government privatized the company on February 20, 1997 through the sale of 30% shares to Telekom Malaysia a Consortium led by G-Cum. However, the management under G-Com Consortium failed among others to meet its contractual target of providing 250,000 Direct Exchange Lines (DELs) nationwide within the 5 year period of February 1997 – February 2002. In view of this and other obligations that were not met under the Sale Purchase Agreement, the Government of Ghana under the New Patriotic Party (NPP) in July 2002, abrogated the management services agreement with G-Com Ltd., and subsequently engaged Telecom Management Partners (TMP) of Norway in July 2002 to develop a Business...
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