IMPACT OF TV ADVERTISING ON THE MARKETING OF GSM SERVICE IN ENUGU METROPOLIS
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IMPACT OF TV ADVERTISING ON THE MARKETING OF GSM SERVICE IN ENUGU METROPOLIS
Chapter one
1.1 Background of the Study
This is a study for a firm that wants to outperform others in a competitive market; such a corporation must understand the value of advertising.
According to Onyebuagu (1995:365), the immediate objective of advertising is not to physically bring buyers and sellers together, but to communicate sales-motivating information, ideas, and suggestions to specific target prospects or customers,
hence increasing the likelihood of making purchases. This explains why the same corporations invest so much money in advertising to ensure that their items are brought to the attention of consumers,
who will reciprocate by purchasing such products. Regardless of a product’s publicity to supplement the efforts of their promotional instruments, such products may not sell, and where they do, their continuation is uncertain.
Advertising, to some extent, is the most apparent element of the promotional mix, but it also attracts a lot of controversy due to its impact on consumer purchasing decisions.
Among the firm’s promotional decisions are media selection and scheduling decisions, which entail identifying the optimum medium of delivery for an advertising message to prospective consumers or customers.
According to Ebue’s media selection (2000:100), is the means by which the marketer contact their target audience with the advertising message. One of the most important selection criteria is a thorough knowledge and comprehension of the media characteristics, which serves as the foundation for selecting a specific medium from a vast array of possible media.
These media include newspapers, magazines, radio, direct mail, outdoor, and television. Television advertising is a significant channel for raising customer knowledge about products and services.
According to Ebue (2000:103), television is quickly becoming an essential medium for advertising. It is the fastest-growing advertising medium. He also stated that television’s unique feature allowed it to merge many of the activities handled separately by other media.
Kolter (2000: 585) remarked that it has the advantage of combining sight, sound, and motion to appeal to the senses. It has limitations such as high absolute cost, high chatter, transitory exposure, and low audience selectivity; it is suffice to state at this point that different media types may achieve their frequency and impact capability. Thus, each advertising vehicle or means has a distinct advantage over the others.
A company’s choice of television advertising vehicle or means for attaining its advertising objectives is determined by the vehicle’s capacity to reach its specific target demographic, market penetration, and courage. They can be exposed to a message, its scheduling flexibility in terms of lead time, cost (relative or absolute), added climate production quality and life duration, and the degree of acceptability and collaboration a medium can achieve among advertising intermediaries.
Given all of these traits, television advertising has an advantage over other media because of its unique ability to combine image, voice, and motion to reach a big audience at once with a simple message.
Ebue (2000:103) remarked that this was accomplished through the ability to produce drama, suspense, colour, and emotion.
Edoga and Ani (2000:278) stated that television advertising offers the following benefits.
Reaches a big audience, blends sight and sound, and employs image motion to effect light attention. Appeal to the senses has a short time limit and a high absolute cost for a perishable message. There is a lot of clutter.
Because of the significance of television advertising in the marketing of goods and services, researchers conducted this study to assess the impact of television advertising on the marketing of MTN’s GSM service.
1.2 Statement of the Problem
Television advertising has recently emerged as a viable promotional channel for businesses seeking to reach their marketing communication goals, particularly in the marketing of GSM production/services.
At this time, it is clear that MTN’s competition is beneficial, as other companies attempt to capture a portion of their market share.
Many customers also worry about not being exposed to television advertisements. Additionally, there is a communication barrier because most people do not comprehend international English adequately.
Consumers also claimed that they are not adequately exposed to television advertisements. Most commonly, there would be a power outage, disrupting the advertisement message. Furthermore, some of these consumers, particularly those living in distant places outside of the state, cannot afford television.
Television stations in Enugu State begin operations late in the evening, unlike television stations in places such as Lagos. They open early or even until sunrise, so most customers who would have liked to watch television shows were not exposed.
It is equally important to note that the promised product requires them. There is also competition in the market, with each firm attempting to outperform the others.
As a result, in this project work, researchers recognised the issues related with television advertising on the marketing of GSM projects/services.
1.3 Object of the Study
The primary aims of this study are:
1. Determine whether MTN’s brand awareness is due to television advertising.
2. Determine the influence of television advertising on the promotion of MTN products and services.
3. Discover why people favour television advertising over other types of advertising.
4. To explore why television influences consumers’ demand for MTN.
5. Determine whether MTN’s television advertising leads to higher corporate profits.
6. To identify practical solutions to the difficulties with television advertisements revealed in the research work.
1.4 RESEARCH QUESTIONS.
1. Does television advertising significantly increase customer awareness of MTN’s GSM services/products in Enugu?
2. Does television advertising improve the profit margin of MTN’s GS M?
3. Does exposure to MTN television advertisements influence customers’ desires for services/products?
4. Does TV advertising have a detrimental impact on consumers and their purchase decisions?
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