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Impact Of Television Advertising In Promoting The Sales Of Mtn Products In Enugu Metropolis
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1.2 Statement of the Problem
One
major fact is that we are being bombarded with advertisement messages
day-in-day -out from all imaginable media. The average consumer is
exposed to a very large number of advertisements every day, particularly
the urban and semi-urban population. Advertising has been perceived as a
veritable medium of stimulating, motivation and influencing the
purchase and other behavioral response of their prospective customers.
The potency of advertising in product promotion cannot be over
emphasized. Though MTN products like MTN pay-Go, MTN Share and Sell, MTN
talk-On, MTN magic-Number, MTN call-Back, MTN mobile Money MTN Friends
& Family, MTN Pulse, MTN Happy hour, MTN TruTalk etc. are made known
to their customers through advertising, there are still some problems
affecting customers‟ awareness of their products.
Though there are
other media through which MTN advertises its products, television
advertising is of more important in MTN advertising. Although there are
certain problems encountered by MTN in advertising its products in Enugu
metropolis; such as the appropriate time to reach the target audience
at the same time, the problem of which television houses within Enugu
metropolis watch most, the quality and clarity of messages that will be
best understood by MTN customers or perspective customers. Despite all
the benefits derivable from sales promotion and the need to keep up with
stiff competition in the market place, many organizations especially in
the developing countries still fail to accept sales promotion as a
marketing tool to be reckoned with?
The question the researcher
seeks to address is, what is the actual impact of television advertising
of MTN products on residents of Enugu metropolis concerning numerous
problems confronting television advertising production?
1.3 Objectives of the Study
The purpose of carrying out this research includes the following;
1. To find out if the residents of Enugu metropolis have access to television.
2. To determine the frequency of exposure of residents of Enugu to MTN advert messages on television.
3. To examine the impact of MTN television advertisements on residents of Enugu metropolis.
1.4 Research Questions
1. Do the residents of Enugu metropolis have access to television?
2. What is the frequency of exposure of residents of Enugu metropolis to MTN adverts on television?
3. What is the impact of MTN television advertisements on residents of Enugu metropolis?
1.5 Research Hypothesis
H1:
There is significant difference between residents of Enugu metropolis
who watch MTN television adverts and those who do not.
1.6 Scope of the Study
This
study intends to cover the entire MTN Company in Enugu and its
environs. In a nutshell the study is delimited to only identifying the
impact of
Television advertising even though advertising consist of promotion, personal, selling, sales promotion and public relation.
It
therefore cost intensive to cover all these fields of study. The
research therefore is to investigate the relevance of television
advertisement in the promotion of sales from the staff and top
management of MTN Company in some restricting Enugu metropolis.
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ABSRACT - [ Total Page(s): 1 ]This project examines the Impact of television advertising in promoting the sales of MTN products in Enugu metropolis. Survey research method was used for the study and purposive sampling technique was used to draw a sample size of 200 from residents in Enugu metropolis. Research findings showed that MTN adverts on television have greatly impacted in promoting sales of MTN products in Enugu metropolis and a great number of the residents in Enugu metropolis strongly believe in MTN advert messages ... Continue reading---
