Impact of Advertising Recall on Brand Preference among Communication Students in Ghana. 

A study of TV adverts of MTN, TIGO, VODAFONE and KASAPA .

Introduction

Advertising and promotion efforts in Corporate-Ghana are quite strategic and directed towards consumers for spontaneous or otherwise, delayed response. In recent times, the business environment in Ghana has realized a competitive inclination in advertising and promotion strategies among four telecommunication companies namely, MTN, TIGO, VODAFONE and KASAPA (now EXPRESSO). Among other factors, these telecom companies, supposedly, advertise with the aim of establishing their unique brands because, promoting goods and services is a key ingredient for establishing ubiquitous brands. A brand has been considered as one of most powerful assets that a company has (Aaker,1996). The strength of a brand comes from many sources, such as overall quality, brand loyalty, brand awareness and personal values associated with a brand (Keller, 1998).

Many times consumers have used the word ‘product’ and ‘brand’ interchangeably. However, a brand and product are different in meaning. According to Kotler (2003), a product is anything that can be offered to a market to satisfy a need or want. A product can be a physical good, service, retail store, person, place or an idea. The American Marketing Association (AMA) explains, that a brand is a name, a term, a sign a symbol or a combination of them, intended to identify the product of one seller and differentiate it from those products of the competition. These definitions provide a clear-cut difference. Meanwhile, there is more to a brand than its unique quality of ‘differentiation’. Consumers, usually experience the essence and value of a brand among other things. That experience provides a lens for consumers to perceive the attributes that may be associated with the brand. As consumers experience the brand a sense of relationship is established. According to Kotler (2003), a brand can be related to attributes, benefits, values, culture, personality, and users. In modern marketing, a brand is treated as a complex idea, including symbolic and psychological meaning that consumers assign to a brand, and can be described as a network of interconnected concepts manifesting in the consumer’s mind (Kim et all. 2006).

The quest to build ubiquitous brands has compelled these telecom entities to use Intergrated Marketing Communications (IMC) methods, with all available media, capable of cutting through the clutter. The competitive nature of the promotion efforts of these companies have been driven fully by media advertising such as TV, radio, internet, press, outdoor, transport and some ambient media. Coupled with other public relations efforts, the proliferation of adverts from these companies, almost connote a nuisance to consumers. However, repetitive presentations of material claims (messages), have the potential to help establish and develop brands.

Establishing and developing a brand in the minds of consumers should be the primary reason why adverts from such companies in Ghana are widespread. Meanwhile, the array of thoughts that seem to fill consumers minds look so cluttered that it is very difficult to penetrate the minds of consumers for some percentage of mindshare. The solution seems to lie in the art of bombarding consumers with consistent advertising messages so that brands become more memorable to consumers. In other words, repetition of adverts, have the ability to plant the message in the mind of the consumer, which adversely, could trigger displaced emotional responses. But this is aided by ‘memory’ and ‘recall’. Fact is that, consumers must be able to memorize ad messages in order to remember the ad and the associated brand.

Memory means retrieving a past experience (Sutherland  & Sylvester, 2006) and the ability to recall is aided by good memory. Meanwhile, memory strength with regard to advertising recall, is also supported by ‘retrieval cues’. Retrieval cues enable consumers to remember other things. Our memories are triggered by retrieval cues (Sutherland and Sylvester, 2006). For example, if one is trying to think of somebody’s name, and the name would not come to mind instantly, the individual is likely to resort to some features or attributes associated with the person to help retrieve the name.

This phenomenon, amazingly, is also true in advertising and brand recall among consumers. Consumers by association,  have learned that adverts must present attractive, persuasive, glamorous and intriguing elements for effective communication to take place. As they connect to such elements in the ad they take note of the elements that appeal to them and then memorize them. Such elements may include, jingles, attractive models, celebrities, colour schemes, and messages among others. That is the more reason why presentation of advertising messages, regardless of the style, must possess retrieval cues (elements) that are capable of helping consumers to memorize advertising messages and related brands. This is very important because according the Max Sutherland and Alice K. Sylvester, in their book entitled Advertising and the Mind of the Consumer;

                  ‘The relevance of this to advertising is that advertisers

want their brand to be cued into people’s minds when

they think of making a purchase from that

product category.’

             

                  Advertisers must therefore ensure that they expose consumers to ads with

                  strong retrieval cues that can help them tie the brand to. If the above 

                  assertion from Alice and Max, is true, then all things being equal, there

                  must be a correlation between advertising and purchase decisions, at least

                 in the same product category. This study aims to ascertain the truth or 

                 otherwise as it occurs in the telecommunications industry in Ghana.

The Challenge

Brand Association is a key indicator for measuring advertising effectiveness. Consumers’ ability to associate brands to material claims may depend largely on the rate of recall (ad messages) to brand preference. So that if the material claims, coupled with other elements in the ad are memorable, then it should serve as a stimulus for brand recall and favourably insight choice of brand.

But what remains a dilemma to advertisers is whether there is a correlation between recall of advertising claims and choice of brand at least in the telecommunication industry of Ghana? What is the relationship between advertising recall and brand preference among young communication students in Ghana? A critical observation of the television adverts of these network operators in Ghana, quite clearly indicate that creativity has improved. Concepts are well tuned to provoke or engage the mind of the viewer. Vocals and other sound elements are usually Ghanaian Oriented, spiced with western touch.

To cope with intense competition and to influence consumer behaviors is inevitable for companies to consider cultural, social, psychological and, personal status of consumers (Yakup & Jablonsk, 2012).

Visual impact is an added advantage, since visual elements such as text, models, shapes, colour and ambience are carefully crafted to serve as ‘retrieval cues’( Cues that certainly prompt the consumer to memorize the messages and jingles in the advert). For example, MTN’s just ended ‘Mobile Money’ campaign through broadcast media (TV) was embedded with excellent retrieval cues such as ‘minsa a kaa oooo.’ Like a cliché the local Akan phrase, which means ‘I have received’, clinched to the tongues of many Ghanaian consumers. The agency that created the ad must have done a good job. However, the advertiser MTN, would expect consumers to transfer the cliché. Coupled with other public relations efforts, the proliferation of adverts from these companies, almost connote a nuisance to consumers.

Brief Overview of Ghana’s Telecom Industry

One of the successful and highly noticeable industries in Ghana seems to the Mobile Telecom Industry. Ghana is a very significant country in the information and communication revolution in Africa. It is one of the first countries to introduce liberalization in the telecommunication sector. Before 1994 Ghana’s telecommunication industry was basically about Post (Ghana Post), Telephone and Telegraph which were all under a monopolized system put in place by the incumbent government. The Ghana Post and Telecommunications Corporation (GPTC), was established in 1974 as a public corporation and was responsible for operating the nation’s telecommunications and licensing of telecom services until October 1995.

After 1994, there was the deregulation of Ghana’s telecommunication system under the Accelerated Development Program (ADP) 1994-2000, when the Government announced a five-year comprehensive restructuring of the industry (Addy-Nayo, 2001), which allowed mobile telecom network providers to operate and this in tend has created a competitive telecom environment.

Ghana Telecom, a successor to the telecommunication division of GPTC privatized its main line operations by awarding a Malaysian-led Consortium (Telecom Malaysia) a 30 percent stake in the state company. The growth of mobile telecom in Ghana has been rapid, innovative and very competitive with intense effects on the economic development of the country. One of the major functions of the Ministry of Communication is to develop policies and initiatives aimed at promoting telecom growth and developing the economy. Privatization of Ghana Telecom sector has seen to the emergence of quite a number of Telecom networks. This research takes into consideration four active telecom networks namely, MTN, TIGO, AIRTEL AND VODAFONE.

MTN Ghana is headquartered in South Africa and it operates in 21 countries in Africa and the Mid-East. In Ghana, it begun in its operation in October 1996 under the brand name Spacefone, which later became Areeba Ghana. It is operated by Scancom Ghana Ltd. MTN entered the Ghanaian market after it acquired Investcom in 2006.

According to the Charts of the “Cellular Mobile Voice Market Share" distribution of the six Telecom Mobile Companies in Ghana as of March 2013, MTN currently has the highest market share of Mobile Voice Subscribers of 12,024,068 (45.43%). (Source: National Communications Authority).

Tigo (Millicom Ghana) happens to be a subsidiary of Millicom International Cellular (MIC), UK/Luxembourg, which is one of the leading international developers and operator of cellular telephone services worldwide; primarily in emerging markets operating across Latin America and Africa. It started operating in Ghana in 1991. The company was the first cellular network operator in the country and the network provides cellular telephony services to more than 30million customers in Latin America and Africa. According to research, Millicom Ghana had over Twenty two thousand (22,000) subscribers in 1998 with a market share of above 70 per cent of the mobile market.

In 2002 Millicom Ghana introduced its GSM service using MOBITEL/Buzz GSM as their brand name. Tigo was launched in Ghana in 2006 to supplant the old brand, MOBITEL with a new international brand. Currently Tigo network coverage reaches almost every region in Ghana.

Airtel, is based in India. Its operation in Ghana begun after it took over Zain Inc. late in 2010. Airtel Ghana was set up by Bharti Airtel, a leading global telecommunications company with operations in 19 countries across Asia and Africa. It has launched its brand across 16 African countries of which Ghana is one. In Ghana, Airtel replaced Zain. Provides services such as Airtel Money, and Airtel talk chaw.

Vodafone, the world’s second largest Mobile Telecom operator begun operation in Ghana after it acquired Ghana Telecom which was state owned. Onetouch is the cellular arm of Ghana Telecom. It started its operations in 2000 providing nation-wide cellular services. Ghana Telecom (GT) is the incumbent provider of telecommunication services in Ghana. As part of the ADP (1994-2000) reform program, Ghana Telecom was incorporated on June 16, 1995 as a successor to the telecommunications division of Ghana Posts and Telecommunications Corporation (GPTC). On 20th February 1997, Ghana Telecom was officially privatized to Telecom Malaysia Berhard with full management control. Subsequently the government handed operations of the company to Telenor Management Partner (TMP) till 2007. On July 3, 2008, the Government of Ghana announced the sale of 70% share to Vodafone for the purpose of making the company more profitable (www.ghanatelecom.com.gh).

Cellular Mobile Voice Market Share Trend – 2013 

MARKET SHARE per MOBILE OPERATORS
EXPRESSO	0.39%	0.38%	0.41%
MILLICOM (TIGO)	13.72%	13.74%	13.85%
SCANCOM (MTN)	45.51%	45.49%	45.60%
GT/VODAFONE MOBILE	23.43%	23.53%	22.98%
AIRTEL -MOBILE	12.25%	12.28%	12.40%
GLO MOBILE	4.70%	4.58%	4.76%
TOTAL	100%	100%	100%

Source: datablog.peacefmonline.com/pages/blog/24/app1/index2.php

Hypothetical propositions

• Hypothesis I:  There’s no legitimate connection between advertising recall and brand preference.
• Hypothesis II: Recall of advertising will be high determinant for brand performance

Research Objectives

• To determine whether recall is in anyway related to brand preference.
• To determine the strength of connection between recalled brands and choice.
• To determine the thoughts and feelings that respondent’s associate with these recalled brands.
• To determine respondents’ level of recall of TV ads in terms of spontaneity and aided recall.

Significance and Scope of the Study: The study will add to the body of knowledge in the field of advertising. It will also educate advertisers and other subsequent researchers on the relationship between advertising recall as well as the need for advertisers to be creative. It will again bring to light the power of advertising and how advertising can affect brand preference and go further to influence the brand’s growth. This study will find more on the relevance of emotional appeal in advertising. The Journal of Advertising (2006) states that Advertisers have long believed that advertising must arouse some emotion to be effective.

       According to the journal, affective response is important for two main reasons. First, the key to branding is the triggering of a meaningful emotional response, which is often, and perhaps always, the major benefit of using the particular product. Second, the process that consumers go through in deciding what brands to buy has a heavy emotion-based dimension to it. In both cases, advertising can be an effective source of enhancement of these emotional responses.The focus of this research was on students in some tertiary communication institutions in Accra, namely: African University College of Communications (AUCC), Adabraka- Accra; Jayee University College (JAYEE), McCarthy Hills- Accra; and the Ghana Institute of Journalism (GIJ), Osu- Accra. In this research, the quantitative research method was used. The researcher visited three different locations in order to reach respondents of the chosen communication institutions for the purpose of gathering the necessary data for this research. The required respondents were limited to the level 400 class of the various institutions. 

to be continued