THE IMPACT OF ADVERTISEMENT ON THE DEMAND OF VODAFONE RECHARGE CARDS. A CASE STUDY OF KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY

Abstract

This study examined whether advertising influences the usage of telecommunication networks, using the students of Kwame Nkrumah University of Science and Technology in the Ashanti Region as a point of reference. It was also to ascertain the media through which tertiary students received most advertising messages. The study found that, advertising was not the only variable that influenced respondents to use a particular network and that when matched up against other variables; ‘service quality’ comes on top as the number one influencing agent ahead of advertising. The traditional media was identified as the media through which most advertising messages are received. Finally, the study identified that advertising is a necessity but not sufficient condition that influences switching between telecommunication networks. Keywords: Advertising, Influence, Mobile Telecommunication Networks, Universities, Ghana.