Abstract

Globalization and civilization has led to the innovation of information technology products such as computer, mobile phones, I pads, e.t.c. With this innovation of new information technology, it has called in for several telecommunications to the economy of Ghana which includes MTN, Vodafone, Tigo, Airtel, Expresso and Glo which in effects produce a wide range of goods and services and these are not an end in themselves. However, how to get to the targeted customers through their unique brands for profit making is what many businesses of the telecommunication contemplate and find it difficult to answer and achieve. This brings in the issue of how to market and communicate the product to the loyal and new customers. This study aimed at exploring the effects of marketing communication strategies on brand awareness of consumers in the telecommunication industry and their effects on the market share. Three hundred (300) respondents were sampled. The study adopted a qualitative approach in its design and convenience sampling methods, with questionnaires and interview for data collection from the field. With the help of SPSS and game theory analysis, the data were analyzed. The study showed that significant number of respondents had some level of awareness and knowledge of the various telecommunication products. Also, marketing communication strategies helped improve awareness of the brand. It also showed that radio and television advertisement (media) was the preferred marketing communications strategy of both the consumers and the brand managers of telecommunication, although it was an expensive communication strategy. The study recommended that the various telecommunications should leverage on its popularity and preference to consumers.