48 Records out of 22207 Records

The effect of media strategy on advertising effectiveness among the mobile service providers in Kenya

Author: Thumbi, Eva

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Effects/Strategic management/Advertising/Effectiveness/Mobile Communications networks ;

Abstract:

Billions of Kenya shillings have been spent on the advertising by large corporate companies in Kenya with mobile service providers taking the biggest share of the advertising spend. There are over 40 radio stations, over 10 television stations and a number of print newspapers and magazines in Kenya and therefore is a great need to identify a way to communicate your message to the right target market effectively. Media strategy involves determining which communication channels will be used to deliver the advertising message to the target market at the right time. Decisions must be made regarding which types of media will be used (e.g. newspapers, magazines, radio, TV, billboards) as well as specific media selections (e.g. a particular newspaper or TV program). This task requires careful evaluation of the media options' advantages and limitations, costs, and ability to deliver the message effectively to the target market. The purpose of the study was to identify what media strategies are being used by mobile phone companies and to determine the extent to which these media strategies influence advertising effectiveness. The study sampled all four mobile phone companies in Kenya; Safaricom, Airtel, Essar and Orange Telecom through census due to the small number of the population study. The study revealed that Radio, TV and Newspapers are the top three most used medium to advertise and the greatest challenge in identifying the media strategy was monitoring. A key objective was to determine the extent to which these media strategies influence advertising effectiveness and the two top most reasons were given as brand awareness and knowledge and recall. The researcher recommends that mobile service providers' media strategies should be regularly analyzed including all internal and external factors affecting them to measure their influence on advertising effectiveness.

Effectiveness of antibacterial advertising claims on personal care products in influencing consumer purchase decisions in Nairobi County, Kenya

Author: Kandie, Christopher Chepsergon

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Effectiveness/Consumer advertising/Advertising/Personal care industry/Consumer behavior/Product choice/Nairobi County ;

Abstract:

In the modern times, companies are faced with rapidly. changing marketing environment. They are forced by the dynamics within the internal and external environment to adopt themselves to these changes otherwise they risk being phased out. In particular, customers expectations as relates to product knowledge, product performance, customization to product! services offered, communication and delivery has gone up. One of the approaches many organizations in the beauty products segment have been adopting is to launch products with antibacterial advertisement claim. This is to influence the consumer purchase decision based. on the additional product benefit of germ protection while at the same time enhance one's beauty. The objective of this study was to establish the effectiveness of the antibacterial advertising claim in influencing consumer purchase decisions. For the purposes of this study, some beauty shops within the Nairobi central business District were selected and respondents sampled from the customers visiting them to purchase their beauty products. The research also sought to establish the challenges facing the cosmetics industry as a result of increased customer awareness on product performance, competition from globalization and changing socio- economic factors. This was a descriptive research with the target population being consumers of beauty products located within the central district of Nairobi county. The research sampled customers visiting these shops and data was collected using structured questionnaire, where these respondents were requested by the researcher to fill them. Data was collected and analysed using a SSPS tool and key outputs such as percentages and mean were obtained. The results of the research indicated that firms must ensure other key product attributes such as product quality are inbuilt before any other claims become significant. Antibacterial advertising claims on their own would not be effective in influencing consumer purchase decisions. The main challenge facing producers of these products is the increased customer awareness of products performances, what competitor products are capable of delivering alongside increased exposure to advertisements especially in urban set ups. During the survey, several challenges were encountered, some of the individuals sampled declined to either complete the questionnaire or were unwilling to answer certain questions. Whereas the response rate was good, it could been even better. The researcher recommends that a quantitative research df~ign in this area to be done to establish an empirical correlation between the use of antibacterial advertisement claim and products sales volume. This would give the relationship of some of the measurable parameters with the outputs. Through the mathematical calculations it would be possible to justify the price matrix used by many organizations on these range of products.

Perceptions of human resource managers on costs and benefits associated with application of E-recruitment strategy by Kenyan state Corporations

Author: Nyamwega, Hezron Nyagaka

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Perceptions ; Managers ; Information systems ; Benefit cost analysis ; Recruitment ; Online advertising ; Parastatals ;

Abstract:

This study sought to look at the perceptions of human resource managers on costs and benefits associated with e-recruitment strategy among state corporations in Kenya. The costs of e-recruitment were addressed as well as the benefits of e-recruitment and finally looked at which of the two components outweighs the other. Many researches especially those done in Kenya touching on e-recruitment have only looked at the application of erecruitment however this study sought to look at perceived costs and benefits associated with e-recruitment a gap which had not been addressed before. The research study was a case study involving state corporations in Kenya. This study used systematic sampling where the researcher chooses every third corporation from the list of 166 state corporations in Kenya. The questionnaire was administered to the human resource managers in the sampled corporations. Data obtained was then analyzed using SPSS and presented using descriptive statistics. These findings will imply that state corporations in Kenya will save the taxpayer a lot money associated with other forms of recruitment in addition to enabling the state corporations benchmark level of service delivery and efficiency in the private sector. Equally the findings will assist in dealing with e-recruitment as a standalone component linked to other aspects of recruitment. The study concluded that e-recruitment strategy is steadfastly becoming embraced by the Human resource component within organisations particularly the state corporations, while at the same time it will save costs and benefit taxpayer in efficiency and service delivery. The research came up with recommendations that there is need for the e-recruitment strategy to be treated not only as a stand-alone human resource tool but should be integrated into overall recruiting and selection strategy that includes, among other things, sophisticated behavioral and skills assessment, interviewing, research, and additional means of identifying needs and sourcing candidates.

An investigation into the relationship between audience behaviour and advertisers' choice of television stations for their adverts : a case of Kenya Television Network (KTN)

Author: Otieno, Lynet Awuor

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Television networks ; Television advertising ; Advertising ; Kenya Television Network ; Audiences ; Television ratings ;

Abstract:

The purpose of this study was to investigate the factors that have contributed to the low audience rating of Kenya Television Network (KTN) and how this,'in turn, has influenced its advertising revenue. The main focus was to establish the factors that have influenced low audience rating of KTN, the factors that influence consumers on TV media choices and the factors that determine advertisers' choice of TV channels for their advertisements. The findings of this study reveal that the type of programs a TV channel airs is a key determinant of its audience ratings, hence its advertising revenue. From the findings, it was also evident that the anchors and presenters a TV station employs also influence the viewership, hence the audience rating. Presenters were found to be switching stations based on the ratings of a particular station. Advertisers' choice was mainly found to be determined by audience ratings of a particular station. The findings show that the type of programs aired, the presenters, audience ratings and advertisers' choice explain the low advertising revenue that KTN has exhibited over time.

A model for implementation and assessment of context-aware mobile-based advertising solutions

Author: Mutua, Cecilia Wavinya

Awarding University: University of Nairobi, Kenya

Level : MSc

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Advertising ; Mobile phones ; Product development ; Short messaging services ;

Abstract:

Advertising is vital to business as it helps to register the business's or events presence to a saturated market. Advertising has been in existence since 4000 Be. The advertising methods have revolutionized since the invention of advertising in the marketing mix. There are numerous advertising methods using different advertising media such as newspapers, radio, television, outdoor advertising and mobile phones. The choice of the advertising media and method has to be analyzed critically so as to have high percentage of reach and a good return on investment. In Kenya, there are 24.9 million mobile phone subscribers representing a penetration of 63.2% for every 100 inhabitants. Mobile phones by their nature are portable devices. Due to the intimate nature that people attribute to mobile phones, they can be used by merchants to reach large number of the population. Mobile phone advertising is not a unique method as merchants have used SMS to send information and offers regarding their products and services. This research seeks to assess the viability of context-aware mobile based applications in the Kenyan market and design a prototype based on the findings. Context-aware mobile advertising involves the provision of location aware advertising messages to mobile phone subscribers using a defined context. This enables merchants to reach consumers with highly customized promotions and advertisements, depending on their location which enables customers to get adverts based on the location they are in and information they prefer. This research and prototype was used to get the opinion of the merchants and consumers regarding location aware advertisements. The results demonstrated that context-aware solution is currently not being extensively used in advertising. It was also established that both advertisers and consumers were willing to adopt this form of advertising. A number of concerns were raised, the major one being cost of running the application and consumers privacy. A prototype was designed to deliver advertisements to consumers based on their proximity to the business. The prototype was tested and it revealed that since the application was relying on GPS, it was not convenient as GPS relies on satellites and it is an outdoor system, hence cannot be used within storey buildings, therefore, there is a need to explore on how to get context using other technologies such as cell triangulation.

Deception in advertising : a case study of fruit juices in the local Kenyan market

Author: Mwiti, Betty Karimi

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: False advertising ; Beverage industry ;

Abstract:

Deception in advertising is an ongoing moral, and in some cases, controversial issue. What may appear to be a harmless advertisement to one person or group may be very misleading to another. With the increase in technology and the ever-increasing use of the Internet, consumers remain prime targets for advertising and marketing practices that are deceptive. The research thesis first gives background information on deception in advertising and describes different types of deception. It then examines what makes an advertisement deceptive, or what kind of advertisement would be defined 'as containing information that is deceptive and what role the designer plays in the advertising process/chain. It also gives information about juices and studies done on the production of juices, being that the case study revolves around fruit juices and the deception that occurs in their marketing. A field research was conducted to establish just how much deception there is in advertising, using fruit juices sold in the local Kenyan market as a case study. From the findings I was able to determine the level of deception the consumer is exposed to and the likely effects. Within the research were sought views of designers on why, if at all, they use deception in the adverts they produce. Discussions with designers, marketers and advertisers were heldto understand the point at which deceptive information was incorporated as part of the advertising process. Consumers were also interviewed to get an in-depth into what influences their purchasing powers. Retailers came n handy when informing me as to whether advertising was crucial in purchases made in their shopping outlets. The results from the field research proved that deception does exist and led me to conclude that advertising ought to be a moral concern & thus the need to inform consumers of this so that they can make more informed decisions about their purchases; and the need for designers to be held responsible for advertisements they create to market products and services.

Internet marketing adoption and the performance of tour operators in Nairobi, Kenya

Author: Mwarania, Ninette Kaari

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Internet ; Marketing ; Online advertising ; Financial performance ; Travel agencies ; Nairobi, Kenya ;

Abstract:

Tourism, being essentially a network and global business, stands to be highly influenced by the characteristics and rules of the new economy that have emerged from the revolution of Information Technology (IT). This includes digital networking and communication infrastructures, fax machines, cellular phones, personal computers, Internet among others. This has led to the growing importance of digital products and of information as an integral part of economic activities .The researcher used the descriptive survey research design. The population of this study was all tour operators running their operations from Nairobi and are registered under the umbrella body Kenya Association of Tour Operators (KATO). The study was conducted among 30 of the tour operators in Nairobi, selected through purposive sampling. They were selected from each of the categories as grouped by KATO. There are five categories, therefore six tour operators were chosen from each. Primary data was collected for the purpose of this study. This was done using a self-administered, semi-structured questionnaire available in the appendix. The data collected was edited for accuracy, consistency and completeness and arranged to enable coding using SPSS version 17 and tabulation before final analysis. The study concludes that the initial cost of developing a website and maintenance is too high for tour companies; that employees in the organisations were all computer literate; that using internet to market fits well with the way respondents liked to work; that the organization has supported adoption of internet marketing and this will provide access to global consumer markets as well as growing the market share. The study recommends that Financial institutions should make credit facilities available to tour firms as the initial cost of developing website is too high for them; employees in the organisations should be trained on the use of computers to avoid computer illiteracy; Senior management of the firm should be helpful in the use of internet marketing, this could be through allocation of funds during budgeting.

A critical analysis of advertising as a communication medium in the beer industry in Kenya : a case study of East African Breweries Limited

Author: Muthui, Kariuki

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Advertising ; Communication ; Beer ; Breweries ; East African Breweries Limited ;

Abstract:

Advertising is an expensive venture for any company. This is particularly true for any company experiencing constant threat to its market share. This study aims at evaluating the existing communication strategies for EABL advertising in order to shed light on which ones work and which are just a mere spending of their resources owing to the fact that EABL has had to increase its advertising budget each year. This study proceeded to review literature related to advertising of products and foundational theories concerned with the effects of advertising and in general media packaged information meant to create awareness about some products and eventually persuade people to consume the products. This theory provided a general background and foundation to the understanding of the possible effects advertising is bound to bring about to the target audience. The study recommended possible effective communication strategies to enhance customer attraction and retention in this competitive environment with the hope that these recommended strategies will be cost effective. The data obtained from respondents was so done using interviews and focus group discussions after which it was coded analyzed and presented in themes.

Communication strategies for enhancing visibility in business organizations : a case study of Institute of Advanced Technology

Author: Mutuura, Lydiah Karauki

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Advertising ; Communication ; Market strategy ; Institute of Advanced Technology, Kenya ; Computer training ;

Abstract:

The purpose of this study was to examine the communication strategies that the Institute of Advanced technology uses to enhance visibility, and to evaluate the effectiveness of those strategies. The objectives of the study were to identify the activities that Institute of Advanced Technology engages in, in order to enhance visibility, to examine the role played by various departments within the organization to enhance visibility, to investigate how the organization is using modern technologies to communicate to their targeted customers, and to investigate the effectiveness of these strategies on the target groups The target population for this study consisted of IA T students, customer care, management and the teaching staffs in the organization. Simple random sampling was used to draw respondents from the population, where 55 respondents were drawn.The researcher also used primary sources to collect data. This consisted of questionnaires comprising of both open-ended and close-ended questions, and interviews. From the study the researcher found that the strategies commonly used are word of mouth, Daily Newspaper, school presentations, open days, websites and social media as well as other literature such as bronchures and magazines. Of all the strategies, the most effective strategy is word of mouth followed by the Daily newspaper advert. With regard to visibility, though IA T has done a lot to make itself visible, more can be done using other strategies such as television, roadshows and radio advertising. Also, use of social media and web pages to enhance visibility has not been very effective due the fact that the only social media site that is used is Facebook which is dependent on friends invitation and therefore one can only access IA T from the site if he or she is a friend to an IA T member, while not many people are aware of the website. As part of recommendations, there is need for the organization to device nfw communication strategies that are not used so as to verify whether they would bring in more results. In addition, the already existing strategies that are working for the organization can be improved for better results. There also is need to consider improving on internet marketing especially the use social media more since most of target group are on social media on daily bases. The marketing department can consider creating groups on Facebook to include other people since Facebook groups are not limited to friend's invitations. Finally, awareness about the existing webpages should be created since most of the target population is widely using the internet on daily bases and yet they are not aware about it.

An evaluation of the factors that impact on the practice of investigative journalism in Kenya : a case study of the Nation Media Group

Author: Mwamba, James Onyango

Awarding University: University of Nairobi, Kenya

Level : MA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Journalism ; Nation Media Group ; Socioeconomic factors ; Advertising ;

Abstract:

This study sought to evaluate the factors that impact on the practice of investigative journalism in Kenya using the Nation Media Group as a case study. It begins with a definition of an investigative journalist in Chapter One and gives a background of investigative journalism in Kenya, then briefly discusses the factors that have influenced the practice of the genre in Kenya. The chapter also discusses the problem statement where it is argued that Kenya needs investigative journalism now more than ever. It is argued that the development and practice of investigative journalism in Kenya has been informed by socio-economic, political ethical, professional and legal factors that merit studying. The general objective of this study is to evaluate the positive and negative factors that impact on the practice of investigative journalism in Kenya. Chapter Two has the literature review that informed this study. This section presents arguments from various scholars, and then traces the idea of investigation in journalism back to 1885 in England and the rise of modern-day investigative journalism to 1974 in America. This section also discusses socio-economic, political, legal and industry factors that have shaped the practice of investigative journalism in Kenya. Theories that guided the study are also discussed. Chapter Three discusses the methodology employed. This study uses a mixed approach as a methodology and employs both quantitative and qualitative approaches to research. The section also discusses methods of data collection, analysis and presentation employed. Chapter Four has data analysis, presentation and interpretation. The study employed SPSS to analyse data and uses tables and graphs as to present findings. The findings are discussed in prose. Chapter Five has a summary of the findings, recommendations and conclusion. One of the key findings of the study is that while education equips journalists with knowledge and experience, the success of an investigative journalist largely depends on one's practical skills. The study also found out that socio-economic and political factors play a huge role in promoting or hindering investigative journalism. The study concludes that advertisers are the elephant in the house and makes recommendations to improve investigative journalism in Kenya.