| dc.description.abstract | Advertising has been seen as a tool to assist many consumers as possible through a
challenging decision making process. In order to exist in the business for a long period of
time, Safaricom company must look for effective and efficient ways of advertising its
products such as money transfer services to achieve its objectives in the current
environmental dynamism and competitiveness markets which has become more difficult
and challenging. The main purpose of this study was to establish the effectiveness of
advertising strategies adopted by Safaricom in marketing M-Pesa services which faces
stiff competitions from Zap Pesa Mkononi, Yu Cash and Orange Money.
This study adopted a case study design where the population of interest was Safaricom
Company and 54 working staffs from marketing department at Safaricom as the
respondents. Descriptive mean standard deviation was used to analyze both primary and
secondary data.
The study concluded that Safaricom Company effectively used radio, television, internet;
billboards in advertising M-Pesa services from the findings, the study established that
Safaricom Company adopted advertising strategies for M-Pesa which increased M-Pesa
services awareness enabling the optimization and overall effective return on the
probability through selling the M-Pesa services persuasively and creatively.
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 |
