Mathayo Mkumbo

Impact of Advertising As a Strategic Tool for Growth of Brand Equity: to Study the Contribution of Advertising on the Growth of Brand Equity in Tanzania Telecommunication Market Mathayo Mkumbo

The purpose of this study was to assess the impact of advertising as a strategic tool for growth of TTCL brand equity with reference to Mwanza branch Tanzania. The specific objectives were:- 1) To study the contribution of advertising on the growth of TTCL brand equity 2) To find out by ranking the position of the organization's brand equity in the Tanzanian market 3) To find out the advertising effort made by company 4) To identify the strength and the weakness of the organization in advertising as a strategic tool for the growth of brand equity. The research design was a case study. The data were collected by using interviewing and mail questionnaire. The findings shows that, majority of the respondents acknowledged on advantage of using TTCL's products over other local operators because it has got a low running cost. The advertising campaign conducted by TTCL does not strategically advertise to build brand equity. The study recommended that, the TTCL should advertise strategically in order to build up their brand equity. The Company should also train its staff on customer care because today's customers are becoming harder to please.