Marketing in The Gambia can be roughly divided into two epochs: the pre-Africell period (also known as the "stick a few billboards on the Banjul-Serekunda highway, do a few spots before the one-o-clock news on rajo gambia, hope we get noticed" period), and the post-Africell ("keep throwing everything you have at the wall - some of it will invariably stick, and even if it doesn't you'll at least get noticed") one. When Africell first opened up shop, they had the unenviable position of having to dislodge a firmly established market leader, and convince thousands of users to switch phone lines (with all the headaches that a change of numbers entails*). They reacted in (what would soon come to be regarded as) typical Africell style: throw enough marketing resources at a problem, and it'll go away.
All businesses are set up with one goal in mind: to get you, the customer, to hand over your hard-earned cash to them, for assorted goods and/or services.
