advertising
INTRODUCTION
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
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