The Role of Billboard Advertisements in Promoting Telecommunications Companies in Tanzania: A Case Study of TTCL and Airtel Tanzania Billboards

Kyala,, Rachel Simon (2020) The Role of Billboard Advertisements in Promoting Telecommunications Companies in Tanzania: A Case Study of TTCL and Airtel Tanzania Billboards. Masters thesis, The Open University of Tanzania.

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Abstract

This dissertation examines the role of billboard advertisements in promoting telecommunications companies in Tanzania. A case study of TTCL and Airtel Tanzania billboards was used. Specific objectives of this research ware, first, to explore the reasons for TTCL and Airtel Tanzania using this mode of advertising and second, to determine the perceptions of TTCL customers and those of Airtel Tanzania on billboard advertisements. Third, it sought to assess the challenges facing TTCL and Airtel Tanzania in using billboards to promote their products and services in the country. Using a case study research design, this work employed a qualitative research strategy where by document review and in-depth interviews were used. The study employed one theory namely, Gratification Theory of the media. The purposive sampling technique was used. The total sample size of this study was 46, which included six marketing and branding officers of TTCL and Airtel companies and 40 customers from the two companies. Key findings indicate that, firstly, billboards were used because they had big impact and were effective in reaching large audience. Secondly, mobile phone company billboards persuade users to purchase services of either TTCL or Airtel companies. Thirdly, high costs were the major challenges facing TTCL and Airtel in their choice to use billboards in to market their services As with the original contribution, this dissertation suggests that mobile companies should continue using more billboards across the country to promote their products. Moreover, this study recommends that, since the world has drastically changed and the public is much more knowledgeable today, companies should advertise using real messages/services.

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