Financial products advertising on television and the internet: a case study of Faulu Kenya DTM’S ‘ chini kwa chini’ Advert

Abstract

Advertising has been seen as a tool to assi st as many consumers as possible through a challenging decision making process. In order to sustain business, financial institutions must look for effective and efficient ways of advertising their products such as loans to achieve their objectives in curre nt challenging and competitive environment. The main purpose of this study was to compare how financial institutions employ internet and television advertising and the effect on consumer behaviour change. The research used a case study approach focusing on Faulu Kenya DTM‘s ̳ Chini kwa Chini’ advert. The research was descriptive in nature and employed survey and key informant interview methods. Purposive sampling technique was adopted and a sample size of 100 Faulu DTM customers was selected. The study also included interviewing. Primary data was obtained from structured questionnaires administered to 100 Faulu Kenya‘s customers and interviews held with key informants. Secondary data was obtained from books, journals and the internet. The study established t hat Faulu Kenya DTM has used television more than the internet in the advertisement of their loan products. From the findings, the study found that Faulu Kenya could benefit maximally by adopting more internet advertising as an effective advertising channe l. The study recommends that businesses should decisively measure effectiveness of advertising strategies to ensure that the main objective of the advertising adopted in organizations is achieved by the intended objectives of promoting and creating product awareness as well as improve the firm financial performance