The role of advertising in corporate success-a case study of Safaricom Limited

Abstract

Advertising as a business tool has been with us for two decades. It cannot fade owing to its power. The correct utilization of this tool is what makes a difference between a successful company and one that does not succeed as much. At the present day and age, it cannot be overlooked. It has proven to be a necessity for many firms especially those in the service sector. Companies and firms need their target consumers to be aware of their products and services. They cannot do so without advertising. Neither can they do so without utilizing it in the correct manner. Advertising is what informs us of what we are enticed to use or buy and how it is done matters. Different firms and companies have different ways that they utilize advertising. The only difference is in their strategies. This is what will eventually determine if a particular company's products/services are bought or utilized or not. The right mix of different elements in advertising determines all this. This study seeks to explore how advertising can be used to realize success in a corporate set up. It explains how one such successful company in the Kenyan telecommunications sector, has done this. In this attempt we seek to unearth the very vital role that advertising plays in realizing success.