AN ASSESSMENT OF ADVERTISING STRATEGIES EMPLOYED IN PROMOTING AIRTEL TELECOMMUNICATION NETWORK AMONGST UNIVERSITY OF BENIN STUDENTS.

ABSTRACT

This study examines the assessment of advertising strategies employed in promoting Airtel telecommunication network amongst the students of the University of Benin. The research evaluated the impact of these Airtel strategies on brand awareness, customer engagement, and market penetration among the students of the University of Benin. Objectives were to find out the various advertising strategies employed by Airtel telecommunication network to engage students of the University of Benin, to assess how advertising strategies has been effective in promoting Airtel brand amongst the students of the University of Benin, to find out which strategies was the most effective in selling the Airtel brand to students of the University of Benin. Yale’s Persuasion and Attitude change Theories were employed. Using questionnaire, data was collected to gauge the students awareness, perception, and engagement with Airtel's advertising efforts. The findings from the study revealed that the students of the University of Benin got to know Airtel telecommunication network Ads through their discounts and offers promotion and use proper influencers. This discounts and offers strategy employed by Airtel was able to influence the respondents’ perception on the brand positively. Therefore, the study  recommends that; advertiser should understand their audience, advertisers should offer student-centric benefits, collaborate with student influencers or ambassadors to promote Airtel services on campus and through social media channels, leveraging their networks and credibility among peers, advertisers should utilise digital channels. Advertisers should monitor and optimise campaigns.