Similarity of commercial communication of mobile telephone companies in Bénin: a comparative study of the content of advertising messages from MTN and MOOV operators

The study was based on a comparative analysis of direct observations of the commercial communication of mobile telephone operators MTN and MOOV in Benin. Thus, an analysis of the contents of the advertising discourse of mobile telephone operators MTN and MOOV was done on the media, the television and displays for the promotion of their products, namely the product of money transfer by mobile phone. The analysis of the contents of the semi-structured interview with seasoned experts in the advertising field as well as the quantitative study carried out from a representative sample of the GSM Products consumers of these operators confirmed the practice of using the same marketing tools and the similarity of the resulting communications. This similarity generates confusion between the various products and services offered by these operators.