Assessment of Advertising Effectiveness of Mobile Telecommunications Brands Among University Students in Kano

The Nigerian telecommunications market is intensely competitive, and advertising effectiveness among youth segments is critical to subscriber acquisition and retention strategies. This study assessed the effectiveness of mobile telecommunications advertising in influencing brand preference and purchase decisions among university students in Kano State, North West Nigeria. A descriptive survey was conducted among 300 students from Bayero University Kano and the Federal University of Technology Kano, using a stratified random sample. The questionnaire evaluated exposure to different advertising channels (television, social media, outdoor, radio), advertising recall rates, attitude toward advertisements, and reported brand switching behaviour. Results showed that social media advertisements had the highest recall rate among respondents (74.3 percent), followed by television (67.1 percent) and outdoor billboards (58.6 percent). MTN and Airtel advertisements were most frequently recalled, attributed to their higher frequency of placement. Advertising appeal based on data bundle affordability influenced brand preference decisions in 78.7 percent of cases. Students with higher social media usage showed stronger advertising recall and more frequent brand-switching behaviour. The study finds that digital advertising dominates the attention economy for this demographic despite the continued importance of television in northern Nigeria. Recommendations include increased investment in influencer marketing and mobile-first creative strategies by telecommunications brands targeting the northern Nigerian student market.

Keywords: advertising effectiveness, telecommunications, brand preference, Kano, mobile marketing