The use of visual advertisement in gaining a competitive advantage: A study of the mobile telecommunication industry in Ghana

The main focus of the study is to find out how mobile telecommunication providers use visual adverts to gain a competitive advantage. To understand visual advertising and how it affects the consumers‟ choice of mobile phone brand, it is important to examine the mechanisms used to capture the consumers‟ attention and to understand the specific part of the adverts that appeal to the consumers. The survey results generated useful insights on this subject matter. Questionnaires to customers and interviews with business executives of some selected companies were also conducted to source the views of how companies use visual advertisement to appeal to customers and gain a competitive advantage. Results indicate that the mechanisms used such as humor, a sense of „realness‟ and simplicity are essential variables in attracting and appealing to new and existing customers. It was realized that even though consumers like simplicity in the visual adverts, they pick on little pieces of detail. It was also realized that when certain advertising mechanisms and techniques are used it appeals to the human psyche and sticks in minds The study will be useful on the whole for companies who want to reach their consumers via visual advertisement. It is also useful for companies who want to use visual adverts to gain a competitive edge over their competitors. Based on the insightful findings, they will find this project very useful.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2010
visual advertising, telecommunications companies, Ghana