Abstract:

The purpose of the study was to assess the type of advertising influencing consumers’ behaviour to respond to offerings of MTN Ghana. The study adopted the survey design. Convenient sampling technique was used to gather data from a sample of 124 customers of MTN Ghana in Accra and Kumasi using a structured interview guide and data analyses carried out using SPSS version 20. The findings of the study reveal a steady growth of advertising of MTN Ghana. At another level, the study shows broadcast advertising ranked 1^st, outdoor advertising ranked 2^nd, print advertising ranked 3^rd, public service advertising ranked 4^th and celebrity advertising ranked 5^th as the type of advertising employed by MTN Ghana to influencing consumers’ behaviour to respond to the company’s offerings. Based on the findings, the study recommends MTN Ghana to consider fostering strong laden-relationships with consumers to retain them. Also, the study recommends MTN Ghana strengthening the use of broadcast, outdoor and print advertising since they contribute significantly to influencing consumers’ behavior to respond to the company’s offerings. Notwithstanding, public service and celebrity advertising should not be ignored since they also contribute to influencing consumer behaviour to respond to the company’s offerings.

Keywords: advertising and consumer behavior.

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