The Relevance of Internet Advertising as a Marketing Tool in Kenya A Survey of MBA Students from Selected Private Universities

Abstract

The purpose of this study was to survey the relevance of internet advertising as a marketing tool in Kenya. Master of Business. Administration (MBA) students from selected private universities were used in this study in order to meet the research objectives. Specifically, a historical survey of the development and evolution of the internet advertising as a marketing tool and communications vehicle was explored, while major controversial issues associated with marketing on the internet, regardless of their origin, are discussed. This was a purposive research aimed at collecting information only from MBA students who were aware of internet advertising. Therefore, the research used quantitative as well as qualitative research to meet the objectives of the study. The study found out that MBA students consulted internet advertising less frequently and that marketers in Kenya are using internet advertising as a marketing tool to compete in the market. Further the research found out that internet advertisements are relevant and are accessible to the market despite internet advertising being a relatively new advertising tool in Kenya. The effectiveness of the internet as an advertising tool is still low but it generates and maintains consumer loyalty. Finally the research found out that the product/service advertisement is the most consulted advertisement type.