| dc.description.abstract | Advertising has been seen as a tool to assi
st as many consumers as possible through a
challenging decision making process. In order to sustain business, financial institutions must
look for effective and efficient ways of advertising their products such as loans to achieve
their objectives in curre
nt challenging and competitive environment.
The main purpose of
this study was to compare how financial institutions employ internet and television
advertising and the effect on consumer behaviour change. The research used a case study
approach focusing on
Faulu Kenya DTM‘s ̳
Chini kwa Chini’
advert. The research was
descriptive in nature and employed survey and key informant interview methods. Purposive
sampling technique was adopted and a sample size of 100 Faulu DTM customers was
selected. The study also
included interviewing. Primary data was obtained from structured
questionnaires administered to 100 Faulu Kenya‘s customers and interviews held with key
informants. Secondary data was obtained from books, journals and the internet.
The study established t
hat Faulu Kenya DTM has used television more than the internet in
the advertisement of their loan products. From the findings, the study found that
Faulu Kenya
could benefit maximally by adopting more internet advertising as an effective advertising
channe
l. The study recommends that businesses should decisively measure effectiveness of
advertising strategies to ensure that the main objective of the advertising adopted in
organizations is achieved by the intended objectives of promoting and creating product
awareness as well as improve the firm financial performance | en_US |
