Role of Creativity in Advertisements and How Creativity Leads to a Competitive Advantage

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ASHESI UNIVERSITY COLLEGE

THE USE OF VISUAL ADVERTISEMENT IN GAINING A
COMPETITIVE ADVANTAGE: A STUDY OF THE
MOBILE TELECOMMUNICATION INDUSTRY IN
GHANA

By

GREGORY PHILIP YEBOAH

Dissertation submitted to the Department of Business Administration Ashesi University College

In partial fulfillment of Bachelor of Science degree in Business Administration

APRIL 2010

DECLARATION

I hereby declare that this dissertation is the result of my own original work and that no part of it has been presented for another degree in this university or elsewhere.
Candidate.s Signature:................................................................ Candidate.s Name: Maryanne Amoah
Date: 14th April, 2010

I hereby declare that the preparation and presentation of the thesis were supervised in accordance with the guidelines on supervision of thesis laid down by Ashesi University College.

Supervisor.s Signature:…………………………………………………………………….. Supervisor.s Name: Dr Esi Ansah
Date: 14th April, 2010

ACKNOWLEDGEMENT
First of all I would like to thank the Almighty God who has helped and guided me from start to finish of not only this thesis but my four years through University and ask that he continues to guide me hereafter.

My greatest appreciation goes to my supervisor Esi Ansah, who has sat through endless hours of meetings, received countless emails and numerous phone calls at all hours of the day regarding this thesis. She has given the greatest encouragement, support and advice. Without her persistence this thesis would not be what it is today. Also Edward Abrokwah who helped me find my feet in the initial stages for his patience, guidance and support. George Minta Jacobs and Mark Poynter who helped select my topic. Nina Chachu and Deladem Ladson who helped me find the necessary literature to aid me with my work. Anthony Ebow Spio who helped me in my final stages of the project.

I would also like to thank the business executives who granted me permission to interview them for this project.
Not forgetting Nana Yaa Asare, Rachael Agyeman-Duah and Mariah Bankas for advice on how to collect my data and helping me to distribute my questionnaire.
Last but not least I would like to thank my family who have been supportive in me finishing my thesis and lending a helping hand and advice whenever possible.

ABSTRACT
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.

CONTENTS
DECLARATION ............................................................................................................................ II ACKNOWLEDGEMENT...
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