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Abstract
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. In conclusion, television advertising has indeed connected MTN to Nigerians especially Enugu residents, by helping to create the initial awareness of their services, thereby promoting the demand and purchase of the company‟s product. Based on these findings, the study recommended that MTN-NG advertising unit should always conduct a research to help them reduce risk to a manageable proportion. To this end, the researcher recommended MTN-NG should in testify efforts in nourishing good customer‟s relationship and carry out research from time to time to find out new desires of their customers and ways to meet up in order to reduce risk to a manageable proportion. The research suggested that further studies should be carried out on the impact of MTN adverts in Newspapers, Magazines, and on Radio and Internet.
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. In conclusion, television advertising has indeed connected MTN to Nigerians especially Enugu residents, by helping to create the initial awareness of their services, thereby promoting the demand and purchase of the company‟s product. Based on these findings, the study recommended that MTN-NG advertising unit should always conduct a research to help them reduce risk to a manageable proportion. To this end, the researcher recommended MTN-NG should in testify efforts in nourishing good customer‟s relationship and carry out research from time to time to find out new desires of their customers and ways to meet up in order to reduce risk to a manageable proportion. The research suggested that further studies should be carried out on the impact of MTN adverts in Newspapers, Magazines, and on Radio and Internet.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Much of the early history of advertising in Nigeria largely centers on the activities of the offshoots of multinationals such as Unilever and its advertising agency, LINATS. (Ozoh, 2001,). A more vigorous industry emerged much later with first major impetus being provided by the Nigeria Enterprise Promotion Decree of 1972 otherwise known as Indigenization decree. The decree had provided for advertising as a wholly business with exclusive ownership reserved for Nigeria. Nigerians were suddenly thrust into the position of major drivers in the industry even when they were not ready to assume such post.
But the incipient signs of the emergent activism and vitality that were later to characterize advertising were evident of the Association of Advertising Practitioners of Nigeria (AAPN). The association struggled relentlessly over the years raising the sensitivity of the public and the government to the problems and interest of the advertising industry. The struggles of the AAPN (which was an Umbrella organization of the advertising agencies in Nigeria) were to pay off in 1988, when government accorded legislative recognition to the profession. In that year, government promulgated a decree now tagged Decree 55 of 1988. The decree established the advertising Practitioners Council of Nigeria (APCON) and gave it the following powers and functions;
INTRODUCTION
1.1 Background of the Study
Much of the early history of advertising in Nigeria largely centers on the activities of the offshoots of multinationals such as Unilever and its advertising agency, LINATS. (Ozoh, 2001,). A more vigorous industry emerged much later with first major impetus being provided by the Nigeria Enterprise Promotion Decree of 1972 otherwise known as Indigenization decree. The decree had provided for advertising as a wholly business with exclusive ownership reserved for Nigeria. Nigerians were suddenly thrust into the position of major drivers in the industry even when they were not ready to assume such post.
But the incipient signs of the emergent activism and vitality that were later to characterize advertising were evident of the Association of Advertising Practitioners of Nigeria (AAPN). The association struggled relentlessly over the years raising the sensitivity of the public and the government to the problems and interest of the advertising industry. The struggles of the AAPN (which was an Umbrella organization of the advertising agencies in Nigeria) were to pay off in 1988, when government accorded legislative recognition to the profession. In that year, government promulgated a decree now tagged Decree 55 of 1988. The decree established the advertising Practitioners Council of Nigeria (APCON) and gave it the following powers and functions;
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.
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?
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