IMPACT OF TELEVISION ADVERTISING IN PROMOTING THE SALES OF MTN PRODUCTS IN ENUGU METROPOLIS

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.

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.....

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Item Type: Project Material  |  Attribute: 56 pages  |  Chapters: 1-5

Format: MS Word  |  Price: N3,000  |  Delivery: Within 30Mins.

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