THE CONTRIBUTION OF MULTIMEDIA ON BUSINESS PROMOTION. An evidence of Telecommunication Companies in Rwanda

      Аннотация: In recent years, with the appearance of multimedia practices, traditional print and broadcast media as main promotional tools have faced major challenges, as many newspapers and television channels have suffered audience reduction. Overwhelmingly, the majority of marketers, both business and political, have started to use some form of multimedia tricks for promotional purposes. The overall purpose of this research is to find out the contribution of multimedia in business promotion, characterize the similarities and differences of the use of multimedia practices as promotional tool by business companies. This research is exploratory in nature and the data collected is qualitative. In order to conduct this research, we have interviewed two business companies of telecommunication field in Rwanda, notably MTN and AIRTEL. Taking into account the new communication paradigm, we asked questions about how they use each element of the promotional mix in multimedia practices. The findings showed that the use of multimedia for promotional purposes was rather similar between both companies.

Ключевые слова: Media, Multimedia, Promotion, business promotion