This study was meant to examine the impact of TV. Advertising on the marketing
of GSM services in Enugu Metropolis (A case study of MTN).
The objective for which the study was carried out are to.
Find out how effective the advertising strategy of MTN, GSM is and how
adverting has affected the company.
To measure the impact of the advertising programmes on the performance of MTN
The population of the study includes operators/customers, GSM dealers and
management and relevant staff of the case organization Top man formular was
used in determining the sample size of customer while census was used for the
management/relevant staff of MTN Company.
Questionnaires were administrated to the ten zones within Enugu metropolis,
data collected were analyzed from the data analyzed, the researcher made
the following finding.
Operating of MTN GSM phones are yet to appreciate the importance of designing
an optional combination of advertising in their operations.
The customers interviewed shows that it is a big headache putting a call across
to Nitel line from MTN phones or Econet phones as it was equally as difficult
either calling Econet from MTN.
The promotional strategies adopted by these operation of GSM (Econet, Mtn and
NiTEL) Impact positively on their profit and increases the customers patronages
but it was equally discovered that customers are not satisfied with the quality
of service rendered.
The major players on the ground now in Enugu metropolis is MTN, followed by
NITEL, ECONET is said to start for operations in Enugu Metropolis.
Despite the high level of product awareness attained in the promotion. It was
discovered that the product is not readily available to in some parts.
Particularly in the remote part of Enugu metropolis.
Most of the respondent still believe that price/charge of the product is
commensurate with the quality.
The practice operators of automatically sending calls to vice mail mode and
deducting money whether the caller want that service or not is seen as
exploitative and lack transparency. The caller should only be charge after
excising the option of recording is message and sending same.
Based on the findings made the following were recommended.
1. There should be
inter-connectivity on adequate access. Customers could call to one another i.e.
user of Econet GSM can call users of Nitel. There should be adequate switching
system and transmission links, this will improve the service rendered by these
2. First and
foremost serious effort should be made by operators of Econet GSM in
Enugu metropolis in using promotion activities. In advertising on radio and
local newspapers in English and Ibo should be used in creating customers
3. The researcher
wants the coverage of MTN GSM facilities to extend to more areas. Particularly
in township and villages to engender wider communication in the country.
4. The researcher
recommends immediate deployment of Nitel GSM and the licensing of more
operators. This is to encourage more competition as a way of achieving price
reduction, service quality and wide coverage of facility.
5. the researcher
also recommends that the capacity of Nitel should be upgraded ungentle to
enable it support efficient service of Econet GSM in Nigeria.
6. Finally the
operators must improve on service quality and bring down their price or risk
customer’s negative reaction or protest.
Overview of Advertising
Overview of Television
that Contribute to the Television Advertisement
a Television Advertising Objective
Impact of Television Advertisement on MTN GSM
of Data Treatment and Analysis
Analysis and Interpretation of Data
and Interpretation of
of Findings, Recommendations and Conclusion
BACKGROUND OF THE STUDY
This is the study for a company to execs above others in the
competitive market; such a company must surely value the importance of
Onyebuagu (1995:365) is of the opinion that the immediate purpose
of advertising is not physically to bring buyers and seller together but to
communicate sales-motivating information, ideas and suggestions to particular
target prospects or customers, so as to increase the probability to make sales.
This explains why same companies investing amount of money in advertising, to
ensure that their products are brought to the knowledge off the consumers who
will reciprocate by patronizing such products. Irrespective of a product, what
advertisement to compliment the efforts of their promotional tools such
products may not sell, where it does, its continuing is in doubt.
Advertising to some extent is the most visible element of
promotional mix which at the same time attracts much of controversial system to
its impact on consumers buying decision. Among the firms promotional decision
are media selection and scheduling decision these decision involves determining
the best medium of means to deliver and advertising message to the prospective
consumers or customers. According to Ebue’s media selection (2000:100) is the
means by which the advertiser reach their target audience with advertising
message one of the major selection is having an in death knowledge and understanding
of the media characteristics which is the stand point for selecting a given
medium from a whole lot of available media. These media are news-paper,
magazines, radio, direct mail, out door and television. Television advertising
is an important medium for creating consumer awareness for goods and services.
In the view of Ebue (2000:103) television is fast becoming an
important medium for advertising. It is the faster growing advertising medium.
He also pointed out that the unique quality of television led in its ability to
combine many of the functions performed individual by other media.
Kolter (2000: 585) added that is has the advantage of combing
sight, sound and motion appealing to the sense. It has such limitation as high
absolute cost, high Chatter, fleeting exposure, less audience selectivity,
sufficient it to say at this point that different media type may reach their
frequency and impact capacity. Thus each advertising vehicle or means has its
own specific edge over others.
A firms choice of television advertising vehicle or means for
achieving its advertising objectives is a function of selecting, the vehicle,
ability to reach its specific target audience market its penetration and
courage ability. The can be exposed to a message, its scheduling flexibility in
terms of lead time, cost which could be relative or absolute, additional
climate production quality and life span and the degree of acceptability
and cooperation a medium can achieve among advertising intermediates.
Given all these characteristics, a television advertising has an
edge over the media through its unique ability of combing vision, audio and
motion, reach a large audience at a time with a simple message.
Ebue (2000:103) observed that this achieved through its ability to
create drama suspense, colour and emotion.
Edoga and Ani (2000:278) stated that television advertising has
the following advantages.
Reaches a large audience combines sight and sound uses picture
motion for effect light attention. Appeal to the senses short limitation is
high absolute cost perishable message. High clutter.
It is because of the importance of television advertising on the
marketing of goods and services that researchers therefore in this study
evaluate the impact of television advertising on the marketing of MTN’s
STATEMENT OF THE PROBLEM
In recent times television advertising has become a veritable
promotional medium for firms to achieve their marketing communication
objectives, particularly in the marketing of GSM production/service.
At this point, it is obvious that the competition faced by MTN is
serving as other competitors are trying to take up part of their market share.
Also many customers complain of not being exposed to the
television advertising more so, there is problem in communications since most
of the villagers cannot understand the universal English correctly. Consumers
also complained that they are not really exposed to television advertising.
Most often there would be power failure thus affecting the advert message.
Moreover some of these customers cannot afford television more especially those
in the remote areas off the state.
Television stations here in Enugu State stars operation late in
the evening unlike other television stations in place like Lagos etc. They
stairs early enough or even operate till daybreak thus most of the consumers
who would have loved to watch television programme were not exposed. It is
equally of note that product advertised needs them. There is also competitions
in the market, each of these firms in the marketries to out smart others , thus
in this project work, researchers identified the problems
associated with television advertising on marketing of GSM
OBJECTIVE OF THE STUDY
The basic objectives of this study are:-
1. To determine
whether the level of awareness of MTN is a result of television
2. To determine
the impact of television advertising on the marketing of MTN product/service.
3. To find out why
consumers prefer television advertising to other types of advertising.
4. To discover why
television influence consumers demand of MTN.
5. To determine
whether television advertising MTN leads to increased profit of the company.
6. To determine
practical solution to the problems of television advertisement identified in
the research work.
1. Does television
advertising have a significant impact on customer awareness of MTN’s GSM
services/product in Enugu.
2. Does television
advertising has positive effect on the profit of GS M manufactured by MTN.
3. Does exposure
to television advert on MTN influence customers demands of the services/product?
4. Does television
advertising have a negative effect on the consumer and on their purchasing
5. Does television
advertising encourage regular purchase on the part of MTN products/services in
6. Is television
advertising an efficient source of information to the MTN product/service?
SIGNIFICANCE OF THE STUDY
The growth in technology in Nigeria has had a great impact on
television advertising, that is television advertising has been rapidly on the
increase in recent times, indicating its importance on the marketing of MTN’s
In view of this fact, this study is very important in ensuring
effective and efficient television advertising by MTN. this study will enable
advertising with other manufacturers of GSM product/service. The result of the
study will enable MTN to review and improve their television advertising on
time to tome which might as well help them to increase sales.
The study will equally help others in related industries. Again
both the reader and the researchers will gain immensely from the study as the
information contained will wider their scope of understanding and knowledge the
area of the study.
SCOPE OF THE STUDY
This research was undertaken to examine the role of television
advertising on the marketing of MTN’s GSM services in Enugu metropolis.
However, in the view of the limited resources, time and other
constraints, emphasis was placed on MTN’s GSM service/product within Enugu
DEFINITION OF TERMS
i. Promotion: Ebue (2000) is the marketing communication
activity that attempt to inform reined individuals and persuade them to accept
resell recommend or use a product service idea or institution.
ii. Marketing: Kotler (2000) it is human activity
directed at satisfying need and wants through exchange process.
iii. Respondent: Ozor and Odo (2000) person answering or
supplying answers to research questions.
TERMS AND CONDITIONS APPLY
For more informations on project materials and more