Abstract:
This study explores the online advertising strategies of telecommunications networks in Ghana, focusing specifically on YouTube video advertisements. Employing qualitative content analysis, the study examines prevalent advertising messages, messaging strategies, and verbal cues utilised in selected Ghanaian telecommunication YouTube video advertisements. The analysis uncovered distinct themes aligned with the study's research questions. Firstly, regarding the messages conveyed, the study unearthed themes centred around connectivity and convenience, innovation and technology, as well as lifestyle and aspiration. Furthermore, investigation into the strategies employed highlighted insights into emotional appeal, celebrity endorsements, and competitive differentiation. Lastly, the examination of verbal cues led to the identification of themes encompassing Call-to-Action (CTA), features and benefits, and brand slogans and taglines. The analysis revealed nuanced strategies adopted by the telecommunication companies in Ghana. The strategies encompassed emphasising reliability and community connectivity, infusing emotional resonance through familiar cultural contexts and celebrity endorsements, and integrating brand slogans seamlessly into promotions to underscore a commitment to innovation. Based on the findings, the study recommends diversifying message types, tailoring strategies to target distinct audiences, and honouring cultural sensitivities.
Description:
A dissertation in the School of Communication and Media Studies, submitted to the School of Graduate Studies in partial fulfilment of the requirements for the award of the degree of
Master of Arts (Strategic Communication) in the University of Education, Winneba
MAY, 2023
