Browsing by Author "Gyunda, Elice Lameck"

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    Factors influencing effective use of mobile phone advertisement in Tanzania: a case of Kinondoni Municipality.
    (University of Dar es Salaam, 2018) Gyunda, Elice Lameck
    This study examined the factors influencing effective use of mobile phone advertisement in Tanzania with specific reference to small firms in Kinondoni District. The study established the extent to which perceived usefulness, perceived cost, perceived awareness and perceived control of mobile phone advertisement influence the effective use of mobile phone advertisement. The study was basically done in cross-sectional survey that involved structured questionnaire and interview guide questions. The data were collected from a total of 108 respondents who were obtained through convenient sampling. Frequency distribution and multiple regression were computed for analysis with the help of SPSS. The study found out that three of the independent variables, namely perceived usefulness, customer awareness, and perceived control were the factors which had significant influence on the effective use of mobile phone advertisement. Through Mobile phone advertisement it is an effective way to get you're messages read by targeted audience, SMS has more chance of getting notice than any other form of advertisement eg. Television Advertisement, Radio or Internet Advertisement. Not only that Mobile phone Advertisement helps marketers to start ups to keep their consumers update about their bland promotional such as discount and services, Mobile phone advertisement is cheaper compare to other advertising Methods eg Trade fair exhibition. Television Internet and Radio. In order to enhance the know-how, marketing control, and awareness, the study recommends the establishment a board of marketing professionals who can among others educate and regulate the best use of mobile phones for advertisement. Those professionals will be expected to expose small business on the benefits and risks associated with the use of mobile phones for advertisement. It also recommended that academic institutions from basic level to higher levels are to participate in educating on the best use of mobile phones for business promotion. This will stimulate potential users' interest in adapting to the best use of mobile phones for business benefit.