Assessment Of Challenges In Mobile Advertisements A Case Of Vodacom Mwanza City

ABSTRACT 

This study aimed at assessing the challenges in mobile marketing advertisement in Tanzania taking Vodacom Company in Mwanza city as a case study. This study specifically focused on assessing the acceptance of mobile advertisements by examining customers‟ acceptance of mobile advertisements, to determine their attitudes towards marketing advertisements and to identify challenges in mobile advertisement through mobile services. The study adopted cross sectional design to get in depth data. Data were collected using survey method where interviews were conducted to 85 customers from Vodacom Company and management. The analysis of data was done using SPSS; where figures, like scale and Tables were used to analyze the criteria. The study found out that; most customers of Vodacom Company accept the mobile advertisement messages; since they give them awareness of the Company‟s services. However it was found that some customers faced several complications in mobile advertisement messages expressed in the hidden cost of some advertised messages, terms and conditions of some advertisement, higher reduction of airtime due to use of advertised messages and irrelevant messages to customers. Based on the evidence on inefficiency of mobile advertisements, the study recommend that, the mobile companies should direct entertaining, informative and relevant messages to customers in order to capture their attention. Correspondingly, the Company should reduce the frequency of messages sent to customers and personalize advertisement messages to avoid spam.