IMPACT OF TELEVISION ADVERTISING IN PROMOTING THE SALES

OF MTN PRODUCTS IN ENUGU METROPOLIS

BY

UGBOR, AMARACHI C.

MC/2009/369

DEPARTMENT OF MASS COMMUNICATION

FACULTY OF MANAGEMENT AND SOCIAL SCIENCES,

CARITAS UNIVERSITY

AMORJI-NIKE ENUGU

AUSUST 2013
 IMPACT OF TELEVISION ADVERTISING IN PROMOTING THE

SALES OF MTN PRODUCTS IN ENUGU METROPOLIS

BY

UGBOR, AMARACHI C.

MC/2009/369

A RESEARCH PROJECT SUBMITTED TO THE

DEPARTMENT OF MASS COMMUNICATION

FACULTY OF MANAGEMENT AND SOCIAL SCIENCES,

CARITAS UNIVERSITY AMORJI- NIKE ENUGU

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD

OF BACHELOR OF SCIENCES (B.Sc)

DEGREE IN MASS COMMUNICATION

AUSUST 2013

i
 CERTIFICATION PAGE

This is to certify that this project has been examined and approved as having satisfied

the requirement of the Department of Mass communication, Caritas University,

Amorji nike, Enugu for the award of Bachelor of sciences B.sc (Hons) Mass

Communication.

----------------------------- -----------------------------
Ferdinard Obasi Date
(Supervisor)

------------------------------ -------------------------
Dr. Regina Acholonu Date
(Head of Department)

------------------------------- -----------------------
External Examiner Date

ii
 DEDICATION

This project is dedicated to God Almighty. His sufficient grace and

Faithfulness has seen me through every thick and thin.

iii
 ACKNOWLEDGEMENTS

My Special thanks goes to God the Almighty for protecting my life and for

giving me the strength, wisdom and knowledge during my studies. My profound and

reserved gratitude goes to my Supervisor Ferdinard Obasi for fatherly guidance and

constructive criticism to making this work a success. God bless you.

This acknowledgement will be incomplete without recognizing my dear

head of department Dr Regina Acholonu and to all my wonderful lectures Damian

Agboeze, Justina Obi, Felix Ugwuanyi, Clifford Nwonu, Eluwa Benson, Jude Edeh,

Godwin Okoye, Francis Ukaegbu and Uche Stephen for imparting knowledge that led

to the accomplishment of this four years programme.

My foremost and heartfelt acknowledgement goes to my dear Dad, Mr.

Nkemjika Ugbor; ever loving mum, Mrs. Regina A. Ugbor- thanks to your motherly

advice and everyday encouragement. May God bless and crown you with long life.

Also to my Awesome Uncle, Mr. Chuks Ugbor and “Big Mummy” Mrs. Christine

Ugbor for all your financial and moral support, thank you so much and may God bless,

and protect you, may you live long enough to reap the fruit of your labour.

To all my friends, thanks for all your love. You are most appreciated.

iv
 TABLE OF CONTENTS

Title Page - - - - - - - - - -i

Certification- - - - - - - - - -ii

Dedication- - - - - - - - - -iii

Acknowledgements- - - - - - - - -iv

Table of Contents- - - - - - - - -v

List of Table - - - - - - - - - -viii

Abstract- - - - - - - - - -x

CHAPTER ONE: INTRODUCTION

1.1 Background of the study - - - - - - - -1

1.2 Statement of the problem - - - - - - -6

1.3 Objectives of the study- - - - - - - -8

1.4 Research question- - - - - - - -8

1.5 Research hypothesis- - - - - - - -8

1.6 Scope of the study- - - - - - - -8

1.7 Significance of the study- - - - - - - -9

1.8 Operational definition of terms - - - - - - -10

v
CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Introduction- - - - - - - - -11

2.2 Review of concept - - - - - - - -11

2.3 Review of related Literature -- - - - - - -19

2.4 Theoretical framework - - - - - - -23

2.5 Summary- - - - - - - - -23

CHAPTER THREE: RESEARCH METHOD

3.1 Introduction- - - - - - - - -25

3.2 Research design- - - - - - - - -25

3.3 Population of study- - - - - - - -25

3.4 Sampling Technique/ Sample size- - - - - -26

3.5 Description of research instrument - - - - - -26

3.6 Validity and reliability of data gathering instrument - - - -27

3.7 Method of Data Collection- - - - - - -27

3.8 Method of Data Analysis- - - - - - -27

CHAPTER FOUR: DATA ANALYSIS AND PRESENTATION

4.1 Introduction- - - - - - - - -29

4.2 Data Presentation and Analysis- - - - - - -29

4.3 Testing of Hypothesis- - - - - - - -37

4.4 Discussion of Findings - - - - - - - -39

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Introduction - - - - - - - - -41

5.2 Summary of findings - - - - - - - -41

vi
5.3 Conclusion- - - - - - - - -42

5.4 Recommendation- - - - - - - -43

5.5 Suggestion for further studies - - - - - - -44

References- - - - - - - - - -45

Appendix I - - - - - - - - - -49

Appendix II - - - - - - - - - -50

vii
 LIST OF TABLES

DEMOGRAPHIC DATA TABLE

Table 1: Sex distribution of Respondent- - - - - -30

Table2: Age distribution of respondent - - - - - -31

Table 3: Occupation distribution of respondent - - - - -31

Table 4: Marital status of Respondent- - - - - -32

Table 5: Education attainment of Respondent - - - - -32

Table 6: Location of Respondents - - - - - - -33

Table 7: Owing a television set - - - - - - -33

Table 8: Availability of channels - - - - - - -34

Table 9: Frequency of exposure - - - - - - -34

Table 10: Clarity of the MTN adverts- - - - - -35

Table 11: What can you say about MTN television adverts? - - -35

Table 12: Believability of MTN advert messages- - - - -36

Table 13: Reasons for believing- - - - - - -36

Table 14: Reasons for not believing- - - - - - -37

Table 15: Assessment of MTN advert towards sales promotion- - -37

Table 16: Effectiveness of MTN adverts on television- - - -38

viii
 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.

ix
 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;

1
Determining who advertising practitioners are.

Determining what standards of knowledge are to be attained by persons seeking to

become registered as members of the advertising professions and reviewing these

standards from time to time.

Securing in accordance with the provision of the decree, the establishment and

maintenance of the register of practitioners and the publication from time to time of

the list of the persons.

Regulating and controlling the practice of advertising in all its aspects and

ramifications.

Conducting examination in the profession and awarding certificates or diploma to

successful candidates when appropriate and for such purpose the council shall

prescribe fee to be paid in respect thereof.

With the coming of APCON, advertising assumed full fledged professional

status. The profession is usually characterized by a defined body of knowledge and

skill which its members must acquire a formal mode of admission and licensing before

one could become a member of the profession. Advertising has by virtue of decree 55

acquired these characteristics. Advertising has all over the years assumed a powerful

communication force highly visible and one of the most important tools of marketing

communication that helps to promote sale of products, services, ideas and images etc.

Advertisements are seen in newspapers, magazines, on televisions and internet and are

heard on radio.

The Advertising Practitioners Council of Nigeria (APCON), (1993,p.2),

defined advertising as “a form of communication through media about products,

2
services or ideas paid for by an identified sponsor.” Bovee and Arens (1992,p.7 )

defined advertising as “ non-personal communication of information, usually about

products (goods and services) or ideas by an identified sponsor through various

media.” Ulanoff (1977,p.17) also defines advertising as “a tool of marketing for

communication of ideas and information or time on the media or uses another

communication vehicle to carry its messages and its openly identifies the advertiser

and his relationship to sales effort.”

All these explains advertising as a non-personal messages meaning there is no

personal interaction between the advertiser and the audience expect in the case

personal selling where there is face-to-face presentation and promotion of the product

or services by the sales person. It is usually delivered through a media and often

viewed as the intrusion. It is also paid for by an identified sponsor. This reflects the

fact that the space or time for an advertising messages generally must be brought by a

sponsor. Advertising plays a vital role not only to the agencies that practice it but to

the manufacturers, media and customers as well. In media for example advertising

constitutes a source of income. Newspaper as a rule receive two third of their revenue

from adverts. The survival of radio, television magazines and other channels of mass

communication without advertisements is better imagined than real. More so, one best

appreciates the beauty, elegance and glamour which advertisement add to the

entertainment nature of the media when we imagine the absence of such interline to

promote products and services during programmers‟ on radio and television. As for

consumers, advertising is educational; people learn about new products and services or

improvements in existing ones through advertising. In addition, most advertisements

3
help in producing psychological effects and can help in changing only mental states of

audiences and predispose them towards the purchase of the advertised products and

services. From the advertising point of view Doghuje (1985,p.19) says “advertising is

a marketing tool whose sole aim is to build preferences for advertised brands or

services”. Advertising is best at creating initial awareness of a product or services

building an image and reinforcing existing impressions consumers have of a brand. It

also stimulates demands, strengthens other promotion mix elements, develops brand

preference cut costs, and serves as competitive weapons for marketers. It is on this

premise that organizations are rapidly learning that an efficient and effective

communication with target audience can be the difference between marketing success

or failure. Marketers are keenly interested in new ways of effectively communicating

with consumers especially through advertising. They are more concerned with

developing tactics and strategies of marketing and advertising the products and

services to the consumers.

Television advertising originally stemmed from radio advertising. Initial,

(Groberman 2011) Radio campaigns were simply utilized as a means of selling radios

and assortment of other commonly used products. However, when advertisers begin to

realize that this could be an effective means of communicating with the audience

throughout the day, they begin to look for new and more innovative ways to gain

public attention and aim it towards a given product. More than any other point, 1948

proved to be the year television advertising truly began to take center stage. This

worked out for a number of reasons including the country coming of World war II and

an assortment of other social factor, coupled with there finally begin enough television

4
sets for a given message to be effectively delivered. Finally, after alot of researches

and even more surveys of what the public sort from their television set, marketers

moved in the first advertising angel revolved around making the titles of given shows

features the name or certain products or products lines. Among the most prominent

examples of this included; Call gate comedy hour and Coke time. Eventually as a

result of the increased popularity of television, companies began to realize that a more

profitable alternative to the one- product-per-show advertising method that they were

employing had to exist. It wasn‟t until NBC executive Sylvester L Weaver did the

public first began to get a taste of television advertising as we recognize it today.

Weaver and an innovator introduced a new concept of television advertising in which

sponsors will purchase blocks of time during a show so as to allow multiple sponsors

for any show. It relived agencies of all the cost related to producing a show. By 1969,

things became stable and advertising industries grew stronger.

Mobile telephone network( MTN) South Africa was launched in 1994 an it‟s

the largest cellular network operators, operating in countries in Africa and the middle-

east. As at the end of December 2006, MTN records more than 40million subscribers

across its operations. Karel Punnor was the founding father of MTN South Africa. The

early days in South Africa entails a great deal of handwork. The company was just

focused on rolling out the networks ensuring there was enough capacity for the

subscriber growth in their first year of business, voice mail and SMS were later added.

According to tele-geographics global communication database (2000), MTN was

founded in Nigeria on November 8,2000 as a private company. It secured license to

operate digital on August 23, 2001. MTN emerged as the first to make a successful

5
call on its GSM network in the new dispensation. Thereafter, the country launched full

commercial operations beginning in Lagos, Abuja, and Port-Harcourt. MTN

advertising activities commenced before its operation. They virtually painted the

streets of Lagos and Abuja Yellow its brand color of advertising, billboards and tee-

shirts exhibited the advert. MTN Nigeria advertising programme captured the mood in

August (2001) with its first television advertising “rising sun”. The advert shows a

nation waking up to a new day with the sun rising brightly into a beautiful sky. They

indeed connected Nigerians to themselves in a new day. “Achieve what you want

achieve” since launched in August 2001, MTN has steadily deployed its services

across Nigeria. And a growing number of high ways across Nigeria and the federal

capital territory Abuja. Many of these villages and communities are being connected to

the world of telecommunication for the first time ever.

The company also subsist on the core brand values of leadership, relationship

integrity, innovation and “can do” it prides itself on its ability to make the impossible

possible connecting people with friends, family and opportunities. The bond of

friendship have got stronger. The ties of family have got closer, older friends have

been nurtured. New relationships have been created, Nigerians are connected to new

hopes; aspirations and better life opportunities are sourced all as a result of the power

of communication.

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

6
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?

7
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

8
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.

1.7 Significance of the Study.

Economically the finding will be beneficial to MTN Company by providing

feedback, a frame work which they will use to measure the advertising effectiveness,

especially in the area of communication. It will also give them a better understand and

knowledge of advertising activities as a necessary tool for marketing productivity.

To the public‟s, it will get them more exposed to the advert messages that they

will get to know more about the products they are buying and the benefits and

compare the products with other related ones.

To advertisers who have advertising as their profession, it will give them more details

about the company studied in this research and enable them to know when and how to

reach the public and how best to make a good living as advertisers.

Finally, this research will provide on in depth knowledge to researchers and

readers alike.

9
1.8 Operational Definition of Terms.

Impact: Is the powerful effects or influence MTN has on its subscribers.

Advertising: it is the effort of MTN Nigeria to present and promote the sales

of its products through the media.

Products: they are goods and services provided by MTN such as MTN

callback, MTN talk-on, MTN mobile money etc.

Television: it is an electronic medium through which information about the

products and services of MTN are transmitted to the target audience

heterogeneously.

10
 CHAPTER TWO

REVIEW OF LITERATURE

2.1 Introduction.

This chapter is a review of related literature in the topic „‟impact of television

advertising on the promotion and sales of MTN products in Enugu metropolis‟‟ This

chapter is organized in the following heading;

a. Review of concepts

b. Review of related studies.

c. Theoretical framework.

d. Summary.

2.2 Review of Concepts.

The chapter reviewed concepts such as Advertising, television advertising, Sales

promotion and MTN products.

2.2.1 The Concept of Advertising

Advertising is the composed non personal communication of information, usually

paid for and usually persuasive in nature about products, goods, services and ideas by

ideas identified sponsorsthrough various media (Arens, 1999,p7). The following

distinguish advertising from other forms of marketing communications. It is structured

to fill a predetermined space and time which may be controlled by the sponsor. It is

non-personal and directed to a mass audience rather than an individual. It is persuasive

and must of the time, paid for.

The world‟s economy is general recognized to have started from the stage

where a person or community produces all that he or the needs. The Robinson

11
Cruseo‟s economy. With time the world became densely populated and human

settlement became scattered (Ekiran, 1999;1-3).The industrial Revolution lead to

upsurge in the production of goods and services and the producers need to reach out

to the consumers one of the means or method of getting to this target audience is

ADVERTISING.

The role of advertising in the promotional plan is an important one.

Advertising whether it be on an international, national, local or direct basis is

important as it can influence audience by informing or reminding them of the existing

of a brand or alternatively by persuading or helping them differentiate a product or

organization from others in the market. Advertising can reach huge audience with

simple messages that present opportunities to allow receivers to understand what a

product is, what its primary function is and how it relates to the other similar product.

The main roles of advertising is to communicate with specific audience, bill awareness

induce and engage/ (re)position brands by changing either perception or attitude. The

regular use of advertising in co-operation can be important to creation and

maintenance of a brand personality. Indeed advertising has a significant role to play in

the development of competitive advantage. In consumer market, advertising of

promotion tool.

2.2.2 Concepts of Television Advertising

The word „‟television‟‟ is the combination of two words „‟tele‟‟ meaning

„‟for‟‟ and vision meaning „‟to see‟‟. This television means „‟seeing from a distance‟‟

which today has come to mean „‟viewing of distant object or event by electrical

transmission waves‟‟.

12
Advertising use this medium because they can reach mass audience with their

messages at relatively low cost per target reached, this is why it is considered to be the

most powerful and influential medium among advertising experts and practitioners.

This medium also has the ability to combine sound, light, sight, motion, color, and

action which makes its advertising message very attractive and effective. Television

has remained the most popular medium of advertising in spite of some of its weakness

or limitations like the high cost of television advert production and placement, the

problem of cluttering of advertisements on television, channel raise problem in

televisions network transmission and its high level of inaccessibility, especially in

rural communities( Bovee and Arens, 1986).

2.2.3 Advantages of Television Advertising

 . Advertising on television can give a product or service instant validity and

prominence.

 .You can easily reach the audiences you have targeted by advertising on

television. Children can be reached during cartoons and housewives during the

afternoon soap operas.

 .Television adverts offers the greatest possibility for creative advertising. With

a camera, you can take your audience anywhere and show them almost

anything.

13
  Television reaches very large audiences – usually much larger than the

audience your local newspaper reaches, and it does so during a short period of

time.

 It has the ability to convey your message with sight, sound and motion.

Television commercials share the largest percentage of these total expenditure

expended into advertising campaign in Nigeria. It is an amazing discovery that

the budget allocation used in producing a 45 to 60 seconds television

commercials is much more than what is used in making a full length 2-3 hours

home video in Nigeria. Multinationals like Guinness, MTN, Glo (etc) go as far

as South Africa to shoot some of their television commercial, paying flight fee,

world class production fee, hotel accommodation for their Staff, Ad Agency

Staff and Models, Model fees etc. Companies sometimes spend as much as

three to forty million Naira (N3,000,000-N40,000,000) on a single 45-60

seconds television commercial.

2.2.4 Measuring the Effectiveness of Advertising

For an advert to be effective and yield positive results, the organization must

clearly define its aim and objectives of advertising which means spelling out what the

organization tends to achieve through advertising.

In determining the effectiveness of an advert, it will be a matter of how well

the advertiser communicates his plans to the intended audience. This indicates that an

organization should gain a better knowledge of its target audience and should also

know the appropriate media to use in executing their plans.

14
Belch and Blech(2001) points out that method of evaluating the effects of a particular

sales promotion or advertising. The first is the awareness tracking studies which

counts the number of inquiries and demands gotten during the promotion or

advertising while the second is the market source system which calculates a break

even rate by dividing the sampling investment by the profits.

The evaluation of adverts is necessary to an organization in determining how

effective the advertising was and to know if they should change the advert pattern or

continue with it. Baron (2004) recognized the following techniques for measuring the

effectiveness of advert;

Copy testing involves measuring the effectiveness of adverts by showing them to the

sample or a collection of people considered being representatives of the target market.

Forced exposure is the second technique, this type is mostly used for television adverts

where advertisers bring consumers to the theater where they watch a television

program and at the end of the show or programme a new advert will be shown.

Recognition test, this technique is used after releasing the advert to the general public.

Here people that have seen the adverts are asked in person or by phone whether they

remember seeing that specific advert. Finally, recall test where consumers are asked

again in person or by phone the advert they most easily remember. This technique is

an effective one.

But all these research techniques lacked the ability to demonstrate the influence

advert messages on consumer patronage to know whether the advert has helped

promote the sales and services of the products or not. So evaluating advertising

effectiveness can easily be done by measuring the sales especially when the advert is

15
intended to arouse immediate interest on a product or service and this is exactly what

this research work is all about.

2.2.5 The Concept of Sales Promotion

Sales promotion is a marketing technique designed to create sales for a product

over a defined period of time. The results of sales promotion activities are measurable

in terms of number of units sold, numbers of coupon redeemed, number of contest

entrants or other quantifiable measures

Sales promotions are vital for businesses who desire to increase sales and interest in

the company. When used moderately with careful planning, sales promotions increase

sales even after the promotions are finished. When they are used too regularly, the

excitement or urgency around them wears off. Sales promotions are short-term

marketing techniques used by a manufacturer for a specific purpose, like increasing

market share or to encourage sales during off-peak periods. Sales promotions are often

one component in an advertising or marketing campaign. A variety of sales promotion

tools are available, such as price reductions, product giveaways and special trial

periods.

How to Create Sales Promotions

 Offer trial samples to consumers to increase brand awareness. It is a tangible

way to promote your new products. You can deliver samples door to door or

attached them to products that you currently have in the marketplace. The

consumer can sample the product and determine if he would like to purchase in

the future.

16
  Offer a rebate promotional by encouraging the consumer to "buy one get one

free." This will increase the frequency of purchases, and it will reduce the

inventory that you want to unload from your shelf.

 Offer coupon savings to the consumer if they purchase a product the same day

the discount will be redeemed at the check-out counter. You can offer double

or triple coupon sales promotions for back-to-school and holiday shopping. 4

 Give product demonstrations to attract the consumer's attention. This is

effective when the products are for cooking or do-it-yourself products.

 Offer bulk packaging to promote price reduction. When the consumer buys

more of the same product, it will cost him less. This promotional offer is great

when you are introducing new products to your consumers.

Tools of Sales Promotion

 Promotional Periods

A promotional period allows a customer to use a product for free for a

specified period of time, such as 30 days. Television infomercials use

promotional or guarantee periods as an inducement to purchase a product. If

the buyer takes no action to cancel the purchase or return the product during

the promotional period, the customer is billed automatically or a charge is

made to her credit card.

17
 Point of Purchase Displays

Point of purchase displays are used in retail stores to catch the attention of a

shopper. The selected products may be sale items but may also be seasonal or

high-demand merchandise. The displays are built in a prominent location such

as on an aisle end or at the front of the store near the entrance. The store may

also place signs at the product's normal shelf locations.

 Sales

A sale is a reduction in the price of a product for a specified period of time.

Sales are used by manufacturers to gain new users or to increase market share.

They also generate traffic in a retail establishment. Sales can result in off-

season purchases that normally would not occur, such as a hardware store

offering snow blowers at 50 percent off in the middle of summer.

 Rebates and Coupons

Rebates provide customers with a return of their purchase price, such as when

a cell phone manufacturer offers a mail-in rebate for the purchase of a new

phone. Coupons provide a reduction in the price of a product and are applied

during the sales transaction. Coupons can be found in newspaper supplements

or even on product packages.

18
2.3 Review of Related Studies

2.3.1 Emeka, C. (2011), MTN advertising on consumer patronage listed various

medium of advertising and the roles each play in a modern society to enhance

and improve sales and services. The research also noted the rise in MTN

product patronage as at 2009 from 35,000subscibers to 55,000subscibers

giving credence to the fact that television adverts has a great role to play in

promotion of sales. The study also explored the importance Free samples and

promotional periods as an effective sales promotional tool which helps increase

by introducing a new product to the market so as to meet competition

challenges. The reviewed study failed to specify its scope of study and was not

based on any communication theory while the current study defines its scope to

MTN company in Enugu and residents in Enugu metropolis and also based on

a communication theory as its theoretical foundation.

According to the report of Bovee &Aren on ( 1995). 35 percent (35%) of this

capital expenditure goes on Television commercials, 20 percent (20%) on Radio

campaigns, 15 percent (15%) on Billboard Ad, 8 percent (8%)on Press Ad, 12 percent

(12%)on shows, 5 percent (5%) on below the belt like Posters and Hand bills, while

the remaining 5 percent (5%) is on Point of sales.

MTN budget as much as almost 10-30 percent (10%-30%) of their entire

budget on advertising campaign each year.(National Communication Commission

Report, 2000).

19
 In this day and age, it would indeed be a miracle to go through a day without

coming in contact with advertising whether directly or indirectly (Maclcay, 2005).

Awake (1991:6) says that most often the people who control television are

trying outright to influence viewers. In advertising for instance, they have visually free

rein to use every seductive gimmick at their disposal to lure one into the mood to buy.

MacBride, et al (1981:61) states that the rise of television as an

advertising media are obliviously more striking since they started from a zero base

only a few decades ago. Their phenomenal development has not been only in the

proliferation of receiving sets but also in the quality of output. Television as an

advertising media have multiplied the amount of visual information and entertainment

available to the public to a vast degree and have introduced new dramatic sensations

which involve the viewer in far flung events and advertising messages.

Television advertising has become such a potent force that it has the power to

create and promote the product in the mind of the viewer and finally induce the viewer

into buying the product. Jefkins (2000:98) supports this statement through this

example “SUNRISE MTN ADVERT ON TELEVISION” aired on 2006.

MTN wanted to promote lives by working with segments i.e segmentation of the target

audience to something called urban trendy which is influenced by technology, We

wanted to touch the very source of your aspiration i.e. the very essence of you and in

so doing drawing you closer to our brand by creating opportunities and a lifestyle i.e

we think this was achieved as we now have only about 30% urban trendy update as we

have made MTN stay in your mind space, constantly trying to make it be your Top of

the Mind Awareness (TOMA) i.e at the first mention of telecom, you think about

20
MTN at the sighting of a Yellow colour, you think about MTN “(Research results

reported Ekeanyanwu 2009).

According to a recent study by Cynthia (2006) in Bell State University on

“Media Consumption habits towards product promotion through television”. On

average, the general population spends over four and a half a day in front of the tube,

making television one of the most common modern leisure activities also increasing

consumers acceptance of the product from 50% to over 75% (Cynthia 2009).

A review of Ehikwe O. (2005,p.168), a paper presentation on Impact of

MTN Television Advertising in the Promotion of sales of MTN products. Observes

that MTN advertisement has the strongest instrument for positioning its products in the

minds of the consumers. This is because MTN television advertisement uses ritual

element such as graphics, symbols and pictures and catchy colour (YELLOW) which

makes it easier for the viewer to retain and subsequently linking the image that in the

mind and their love for the advert to the product. Tactical advertising will therefore

blend the messages with the physical features and the work of the product as well as

problems that the product can solve all of which drive the consumers to the nearest

sales /outlet for purchase action.

Also a study published in advertising journal: Mitchell, N. (2009) MTN

Television and Advertising, found out that advertising do indeed induce some people

to establish an alternative vision of the real world, luring them into thinking that their

wishes about reality constitute itself. The study also observed that advertising has a

very noticeable impact in promoting the sales of services of MTN products. A typical

example is the MTN Happy Hour (2011), advertised everyday during NTA news,

21
where you can make FREE voice calls to as many MTN numbers and it is available to

all prepaid customers on the MTN network. This single advert gave an additional

percentage of 31.0% subscribers to the network.

By 2002, the network advertising strategies was geared towards expansion and

coverage. Its strategy then was to be seen as the network with more coverage. The

network changed its tagline from “The better connection” to “The best connection”. It

later ran a brilliant campaign whose pay-off line was “Achieve what you want to

achieve”.

By 2004, it communication strategy was concentrated on the churning out of

some products such as MTN Flexi designed for subscribers to talk more and pay less.

With more expansion and coverage, it changed its pay-off line to “Go where you want

to go”, telling people its network is everyone and that success is attainable n life as

long as you have the network around you. One of its spectacular advertisements that

raised dust was the “Mama Na Boy” campaign drew the fire of gender and women

activist. The campaign interpreted the core African values and ethos. By 2005 and

2006, the network tagline changed to” MTN, everywhere you go”. The campaign

explained that MTN has covered over 20,000 communities and it is still expanding its

coverage. Now MTN is no longer selling recharge cards and other ancillary product/

services per se, it is now selling friendship, partnership, cultural heritage and empathy.

Furthermore, the adverts appeals are persuasive offering benefits for using their

products through the distribution line.

22
2.4 Theoretical Framework – Uses and Gratification Theory

The theory that has emerged in our discourse so far to help further argue our

position is the Uses and Gratifications theory which was first used by Elihu Katz in

1959. Most communication researchers up to the point were questioning “what do the

media do to people?” However, Katz suggested asking the question. What do people

do with media?”

Uses and Gratification theory assure that the media audience have

alternate choice to satisfy their needs therefore they seeks out a media source that best

fulfills their needs. This theory perceives the recipient as actively influencing the

effect process, since he selectively chooses, attends to, perceives & retain the media

messages on the basis of his/her needs, belief etc, that focus was thus shifted from

media production & and transmission functions to the media consumption function.

Instead of asking “what kinds of effects occur under what conditions?” the question

became “who uses which contents from which media under which condition and for

what reasons?”

The theory discussed above conforms to the study because it‟s purely

audience centered and addresses needs like surveillance function, excitement,

guidance, identification, socialization and information acquisition. To be able to

gratify these needs it must be realized that MTN subscribers uses television as an

example.

2.5 Summary

This chapter reviewed the concepts of advertising, Television advertising, sales

promotion and MTN products and services. It also discussed some of the importance

23
of television advertising, importance of sales promotion and the tools of sales

*promotion. Also featured in this chapter were the reviews of related studies done by

other researchers. It adopted as its theoretical framework the of Uses and Gratification

by Katz. The relevance of the theory adopted by the researcher for the study is also

clearly stated in this chapter.

According to Benson- Eluwa (2005) advertising has not only become an integral

part our social and economic system, but has also grown over the years to assume

tremendous proportion both as a business activity and as social phenomenon. It has

affected not only business men but also the whole society.

Summarily from the literature review, it has been confirmed that advertising

creates urge in the subscribers‟ mind to purchase their products (MTN) and benefit

from its products. Advertising generally creates positive effect on the operation of

MTN Nigeria Limited in Enugu State by creating awareness and increase in sales.

24
 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

This chapter is designed to provide the methodology used for collecting data

for this research work. In doing so we have covered the following areas; Research

design, Area of study, Population of the study, Sampling technique/Sample size,

Description of research instrument, Validity and Reliability of data gathering

instrument, method of data collection and analysis.

3.2 Research Design

The research designs adopted for this study was the survey method. The

approach involved drawing up a set of questions on various aspects of the subject and

a questionnaire which was administered to the sample.

3.3 Population of Study

Population of study refers to the target of the study which specifies the aggregate

of items or persons from whom data pertinent to the study collected. Moreover, it is

the acted or definite population to be studied. The population of the study

encompassed all the subscribers or users of MTN in Enugu Metropolis.

According to the 2006 Nigeria census, Enugu metropolis area has an estimated

population of 35,000.

Therefore, the population of this study is 35,000. This breaks down to

25
New Heaven - 50

Abakpa-Nike - 75

Ogui New Layout - 30

Achara Layout - 30

Independence Layout - 25

Source: 2013

3.4 Sampling Technique/ Sample Size

Sample is defined as a small group of elements or subjects drawn through or

definite procedure from the specified.

In other words, it is the actual number or part of a study population that is

objectively selected for the study. Moreover, we sample because the entire population

cannot be studied. The researcher used purposive sampling method to get the sampling

size which is 200. The choice of purposive sampling technique is due to certain

constraints that would inhibit alternative sampling technique from being used. Factors

like money and time could not allow the researcher to meet up, so she simply used

purposive which is employed for the purpose of selecting a handy sampling size.

3.5 Description of Research Instrument

This involves a description of the instrument used in collecting data for the

study. The researcher used the questionnaire instrument because it is a self reporting

system of evaluation. The questionnaire for this study is in two parts;

The first part takes care of the demographic information while the second part

considers the real research questions with a view to solving them.

26
3.6 Validity and Reliability of Data Gathering Instrument

The instrument for data collection in the study was well structured and

approved by the project supervisor as being valid for eliciting information. The

questionnaire instrument used was reliable because of the appropriateness in

measuring what they intended to measure. The instrument used in this research to

gather data is valid because of its direct applicability to the course of study. It enabled

the researcher to arrive at a quick result with accurate information without much

difficulty. The instrument has being used in several studies and repeatedly yielded the

same result so therefore the reliability of the instrument is assured.

3.7 Method of Data Collection.

The data was collected using questionnaire and oral interview. The researcher

distributed questionnaires to 200 respondents all by herself and also conducted

personal interview which yielded the same answers. Out of the 200 copies of

questionnaire distributed, 103 were returned representing a return rate of 100 percent.

3.8 Method of data analysis.

The method of data analysis that is used is simple percentage and frequency tabular

presentation in which descriptive analysis was used to infer meaning to the data in

each table. Also the chi-square goodness of fit test was used to test the selected

hypothesis.

It is statistically stated as;

X2 = E (o-e)2

27
 e

Where x2 = chi-square

E = summation

O = Observed frequency

e = Expected frequency

28
 CHAPTER FOUR

DATA ANAYLSIS AND PRESENTATION

4.1 Introduction.

This chapter is analysis of data collected through the use of questionnaire,

handed out to 103 respondents. For clarity, simple percentages, tables and

explanations are used in presenting the data collected.

Table: Response rate.

ITEM FREQUENCY PERCENTAGES%

No. distributed 120 100%

No. returned 103 85.8%

No. not returned 17 14.1%

Source: Field Survey, 2013

In table 1above, a total of 120 questionnaires was distributed to the respondents

and about 103(0.005%) were returned while 97(14.1%) questionnaires were not

returned. The total number returned were considered appropriate to provide the

necessary data for this research.

4.2 Data Presentation and Analysis Demographic Data

Table 1: Sex distribution of respondents

SEX FREQUENCY PERCENTAGES%

Male 75 72.8%

Female 28 27.1%

Total 103 100%

Source: Field Survey 2013

29
 An analysis of data in table 2 shows that of the 103 respondents, 75(72.8% )

were male while 28( 27.1%) were female.

Table 2: Age distribution of respondents Age range (Yrs) Frequency

Percentage%

AGE FREQUENCY PERCENTAGES%

16-20 16 15.5%

21-25 21 20.3%

26-30 25 24.2%

31-35 23 22.3%

36 and above 18 17.4%

TOTAL 103 100%

Source: Field Survey 2013.

The above table shows that of the 103respondents, 16(15.5%) were within the

age bracket of 16-20yrs and 21(20.3%) were of the age bracket of 21-25, while

25(24.2%) were of the age range of 26-30 and 23(22.3%) were the age range of 31-35

while 18(17.4%) were the age range of 36 and above.

Table 3: Occupation Distribution of Respondents

Occupation FREQUENCY PERCENTAGES %

Students 41 39.8%

Civil Service 28 27.1%

Business man 24 23.3%

Farmers 10 9.7%

Total 103 100%

Source: Field Survey 2013.

30
 Table 4 above shows that 41(39.8%) respondents were students, 28(27.1%)

respondents were civil servants, 24 (23.3%) respondents were businessmen while 10

(9.7%) respondents were farmers.

Table 4: Martial Status of Respondents

MARITAL STATUS FREQUENCY PERCENTAGES%

Single 59 57.2%

Married 33 32.0%

Divorced 11 10.6%

TOTAL 103 100%

Source: Field Survey 2013.

In table 4 the majority of the respondents are single 59(57.2%), 33(32.0%) are

married while 11(10.6%) are divorced.

Table 5: Education Attainment of Respondents

EDUCATION FREQUENCY PERCENTAGES%

ATTAINMENT

FSLC 20 19.4%

WAEC 24 23.3%

OND/HND 32 31.0%

B.Sc. 20 19.4%

P.HD 7 6.7%

Total 103 100%

Source: Field Survey 2013.

31
 From table 5, it is observed that 20 (19.4%) respondents have FSLC as their

highest qualification while 24.(23.3%) respondent have WAEC as their highest

qualification, also 32 (31.0%) have respondents OND/HND as their highest

qualification, while 20 (19.4%) respondents have B.Sc. as their highest qualification,

finally 7 (6.7%) respondents have Ph.D as their highest qualification.

Table 6: Location of Respondents

LOCATION FREQUENCY PERCENTAGES%

New Haven 23 22.3%

Trans-Ekulu 18 17.4%

Ogui 21 20.3%

Achara Layout 16 15.5%

Independence Layout 25 24.2%

TOTAL 103 100%

Source: Field Survey 2013

From table 6, 23(22.3%) live in New haven, 18(17.4%) respondents live in

Trans-ekulu, 21(20.3%) live in Ogui rd 16(15.5%) respondents live in Achara layout

and finally 25(24.2%) live in Independence layout.

Table 7: Do you own a Television Set

RESPONSES FREQUENCY PERCENTAGES%

Yes 89 86.4%

No 14 13.5%

TOTAL 103 100%

Source: Field Survey 2013.

32
 From table 7, 89(86.4%) respondents owns a television set, while 14(13.5%)

respondents said they do not.

Table 8: What Channels are Available to you?

CHANNELS FREQUENCY PERCENTAGES%

AIT 21 20.4%

NTA Channel 8 25 24.3%

Silver Bird 23 22.3%

Channels 16 15.5%

CNN 18 17.5%

TOTAL 103 100%

Source; Field Survey 2013

From table 8, it can be deduced that 21(20.3%) views MTN advert messages
mostly on AIT, 25(24.2%) respondents get their exposure through NTA channel 8,
23(22.3%) respondents get MTN advert messages mostly on Silver bird, 16(15.5%)
respondents get MTN adverts messages on Channels, 18(17.5%) respondents get theirs
on CNN.
Table 9: How often do you watch MTN adverts on Television?

RESPONSES FREQUENCY PERCENTAGES%

Often 38 36.8%

Very often 25 24.2%

Not Often 21 20.3%

Not at all 19 18.4%

TOTAL 103 100%

Source: Field Survey 2013

33
 In the table above, it is observed that 38(36.8%) persons often watch MTN

adverts on television, while 25(24.2%) persons very often watches MTN adverts on

television. Also 21(20.3%) persons do not often watch while 19(18.4%) persons do not

watch MTN adverts on television at all.

Table 10: Are the MTN Advert Messages clear?

RESPONSES FREQUENCY PERCENTAGES%

Yes 75 72.8%

No 28. 27.1%

TOTAL 103 100%

Source: Field Survey 2013.

From table 10, 75(72.8%) persons accepted that MTN advert messages are

clear while 28(27.1%) do not accept.

Table 11: What can you say about MTN television adverts?

RESPONSES FREQUENCY PERCENTAGES%

They entertain 24 23.3%

They induce me to buy MTN Products 32 19.4%

They introduce me to new packages and 20 31.0%

services

They motivate me 20 19.4%

I don’t know 7 6.7%

Total 103 100%

Source: Field Survey 2013

34
 From table 11, 32 (31.0%) persons are of the opinion that MTN adverts on

television are entertaining, while 20(19.4%) persons are of the opinion that MTN

adverts on television induces them to buy MTN products, also 24(23.3%) persons

opined that MTN adverts on television helps introduce them to new packages and

services, while 20(19.4%) persons stressed that MTN adverts on television motivates

them, finally 7(6.7%) persons have no opinion.

Table 12: Do you believe in MTN Advert Messages?

RESPONSES FREQUENCY PERCENTAGES%

Yes 75 72.8%

No 28. 27.1%

TOTAL 103 100%

Source: Field Survey 2013

From the above table, 75(72.8%) respondents believe in MTN adverts
messages, while 28(27.2%) respondents do not.
Table 13: If yes, then why?

RESPONSES FREQUENCY PERCENTAGES%

Because they are true 21 20.3%

I am satisfied with MTN services 25 24.2%

They offer proof 23 22.3%

They are verifiable 18 17.4%
No opinion 16 15.5%

TOTAL 103 100%

Source: Field Survey 2013.

35
 Table 13 shows that 21(20.3%) respondents said MTN adverts are true, while

25(24.2%) respondents said they are satisfied with MTN services, also 23(22.3%)

respondents said they offer proof, while 18(17.4%) respondents said the messages are

verifiable; finally 16(15.5%) respondents were of no opinion.

Table 14: If No, then what is your reason?

RESPONSES FREQUENCY PERCENTAGES%

It is boring 59 57.3.0%

It is unrealistic 11 10.7%

It is not simplified 33 32.0%

TOTAL 103 100%

Source: Field Survey 2013

In table 14, 59(57.3%) persons were of the opinion that MTN television
adverts is boring, 11(10.7%) person opined that the adverts is unrealistic while
33(32.0%) stressed that MTN advert messages are not simplified.
Table 15: Do you think that MTN Television Advertisement has Improved your
Patronage of MTN Products?

RESPONSES FREQUENCY PERCENTAGES%

Strongly agree 25 24.3%

Agree 11 10.7%
It is not simplified 21 20.4%
Disagree 18 17.5%
Strongly disagree 16 15.5%

TOTAL 103 100%

Source: Field Survey 2013.

36
 From table 16 above, 25(24.3%) respondents strongly agrees that MTN

television advertisements has improved their patronage of MTN product, 21(20.4%)

respondents agrees, 18(17.5%) respondents fairly disagree, while 16(15.5%) strongly

disagree.

Table 16: How would you Generally rate MTN adverts on Television?

RESPONSES FREQUENCY PERCENTAGES%

Very effective 59 57.3%

Effective 33 32.0%

Less effective 11 10.7%

Not effective - -

TOTAL 103 100%

Source: Field Survey 2013.

Table 17 above shows that 59(57.3%) are of the opinion that MTN adverts are

very effective, while 33(32.0%) opined that it is effective. Also 11(10.7%) respondents

said it is less effective while 0(0%) opined not effective.

4.3 Testing of Hypothesis I

Ho: The frequency of exposure of Enugu residents to MTN television

advertisement is not noticeable.

Hi. The frequency of exposure of Enugu residents to MTN television

advertisement is noticeable

37
This hypothesis is related to table: 16

RESPONSES OBSERVED EXPECTED

Strongly agree 25 25.75

Agree 21 25.75

Disagree 18 25.75

Strongly disagree 16 25.75

TOTAL 103 103

Source: Field Survey 2013.

Response O E o-e o-e2 (o-e)2

Strongly 25 25.75 -0.75 0.56 2.17

agree

Agree 21 25.75 -4.75 22.56 8.56

Disagree 18 25.75 -7.75 60.06 2.33

Strongly 16 25.75 -9.75 95.06 3.69

disagree

TOTAL 103 1031 6.95

Tabular value 0.05 under 3 = 7.815

Therefore

X2 = 16.95

P = 0.05

DF = n-k = 4-1 =3

Xч =

38
Decision Rule:

Since the calculated value i

s greater than the tablular value

(16.95 < 7.815) we accept the alternative hypothesis which states that there is a

significant different between resident of Enugu metropolis who watch MTN adverts on

television and those who do not.

4.4 Discussion of Findings

The section of the study discusses the findings in relation to the research

questions.

Research question 1:

Do the residents of Enugu metropolis have access to television?

The answer to this question is provided in tables 7 and 8. The data in table 7 shows

that majority of the respondents have television set, 86.4%. Data 8 shows that 24.3%

watch NTA channel 8. This findings supports the fact that television can be effectively

used to promote sales of MTN products

Research question 2:

What is the frequency of exposure of residents of Enugu metropolis to MTN

adverts on television?

The answer to this question is provided in tables 9, 10, 11, 12, 13 and 14. The data

in 9 shows that 36.8% of respondents watch MTN adverts on their television often.

frequently expose themselves to television while 18.4% rarely watch television. Table

39
10 shows that a massive 72.8% of respondents are sure that MTN adverts are clearly

transmitted. And also, according to the analysis in table 11,31.0% of respondents are

positively induced to buying MTN products via televised adverts. Table 12 shows a

massive 72.8% of respondents believe the messages in MTN televised commercials,

while table 13 have about 24.2% of the respondents believe the messages of MTN

adverts due to their satisfaction in MTN products and services.

Finally table 14 depicts that depicts that 24.3% of respondents are of the view that

MTN adverts are boring.

From the deductions, it is obvious that a food majority of respondents in Enugu

metropolis are frequently exposed to MTN adverts on television.

Research question 3:

What is the impact of MTN television advertisements on residents of Enugu

metropolis?

The answer to this question is provided in table 15 and 16. From table 15, 24.3%

respondents strongly agree that MTN television advertisement while table 16 shows

that MTN adverts are very effective.

From the analysis, it can be agreed that MTN adverts on television has

greatly impacted in promoting sales of MTN products in Enugu metropolis. Also the

findings corroborates with the Uses and gratification theory which states that media

users seek out a media source that best satisfy their needs. To be able to gratify these

needs it must be realized that MTN subscribers uses television as an example.

40
 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Introduction

The main objective of this study was to determine the impact of television

advertising in the promotion of sales of MTN products using residents of Enugu

metropolis as a focus. The survey research design was used for data collection with

questionnaires. Following the analysis of data and discussion of findings, this chapter

presents the summary of findings, the conclusion and recommendations.

5.2 Summary of Findings

Advertising is without doubt a very important promotional tool, its importance

can be understood from its ability to attract attention and having drawn customer‟s

attention, it provides information that can prompt them (consumers) to further actions

which means that it encourages continuous patronage.

The findings among others shows that:

- Advertising has greatly improve the sales of MTN products

- The residents of Enugu Metropolis expose themselves to MTN adverts on television.

- The results of the study as recorded in the report, states that MTN Company uses the

“KING” of advertising media which is television as it combines the aural quality of

sound and the visual impact of photographs to produce pictures. For instance, it uses

the complementary nature of sound that makes the universality of the photographic

41
 code more meaningful to a homogenous audience in Enugu metropolis, luring them

to buy.

5.3 Conclusion

With the conduction of the research and having analyzed all the data collected,

it was discovered that advertising is inevitable if an MTN organization wants its

product to remain in the market. It is therefore obvious that advertising creates a

highly positive impact on the sales of products by influencing consumer patronage.

MTN Adverts on television has indeed connected MTN to Nigerians especially Enugu

residents in early days by helping to create the initial awareness of their services

thereby promoting the demand and purchase of the company‟s product.

Drawing an inference on findings, it is now glazing that advertising helps to

build demand for those products that have too much supply and help to locate buying

interest in new and old product including product modification that has been

undertaken as a result of competition. Advertising is also used to locate a repeat

purchase, increases sales, increases profit, breaking brand loyalty etc.

In the light of the above, the researcher concludes that this study is needed at

this time as its findings have revealed a lot of insightful information necessary for

serious consideration to individuals, corporate bodies who will like to enhance

organizations products like MTN-NG.

42
5.4 Recommendations

Recommendations are made by the researcher for the encouragement of the use of

advertising by MTN and other organizations to help in increasing sales and retaining

expected target market.

The recommendations include:

1) MTN-NG should intensity efforts in nourishing good customers‟

relationship. There should also be growing movement towards integrating

all the messages created by their various communication agencies and sent

out by various departments within the company in order to achieve

consistency.

2) In order for MTN to prosper against its rivals, they have to be innovative

and alert to whatever subtle move made by other competitors‟ in order to

continue occupying its leadership position.

3) The place of research in advertising is very crucial. Findings or research is

the foundation of advertising. MTN should endeavor to carry out research

from time to time. A business world is full of uncertainties and risk.

Research and findings can help reduce these risks to manageable

proportions. It will also guide the management to take informed marketing

and advertising decision.

4) The need of the customers/ subscribers should also be put into

consideration during the process of advertising campaign in order to give

the right messages that the audience would immediately react to and in turn

increases the profit of the company.

43
 5) MTN-NG should adopt modern advertising which will help them get more

knowledge and wider horizon in the face of high competition in the market

place as well as new dimension.

6) MTN-NG should most importantly endeavor to make their advertising

messages simply to avoid ambiguity for audience acceptance

5.5 Suggestions for Further Studies

In a study of this nature, the primary aim is to prompt further study on the same or

similar areas with the hope that the present study will serve as a useful base for such

future work. A study should be conducted on the perception of the general public‟s

about the services rendered by MTN advertising unit.

44
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Ozoh, H. (1998). Principles and Practice of Advertising. Lagos: APCON.

Stanley, U. (1977). Advertising in American. New York: Hasting House.

Suleiman, O. (2001). Advertising and Public Relations Law. Abeokuta: Jedidah Press.

William, W. (1954). Advertising. New York: Macmillan Publishers.

Internet

Bagdikian, B. H. (1991). The Benefit of Advertising. Retrieved Oct. 28,

2003.http://en.wikpedia.org/wik:immunization www.mtn-ng.com

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APPENDIX 1
QUESTIONNAIRE

Department of Mass Communication

Caritas University, Amorji-Nike, Enugu

P.M.B 01784, Emene.

Enugu State.

18th April, 2013.

Dear Respondents,

I am Ugbor Amarachi, a final year student of Mass Communication department

in Caritas University, Enugu. I am writing a project on “The impact of television

advertising in the promotion of sales of MTN product in Enugu metropolis”. Your

sincerity in responding to the questions below will be highly appreciated as all

information provided will be kept confidential.

Thanks for your maximum co-operation.

Yours faithfully,

UGBOR AMARACHI C

MC/2009/369

Researcher

APPENDIX 1I

47
SECTION A: DEMOGRAPHIC INFORMATION.

(1) Sex:

(a) Male

(b) Female

(2) Age:

(a) 16 – 20

(b) 21 – 25

(c) 26 – 30

(d). 31 - 35

(e). 35 and above

(3) Occupation:

(a) Student

(b) Civil servant

(c) Business man

(d) Farmer

(4) Marital status:

(a) Single

(b) Married

(c) Divorced

(5) Education attainment:

48
(a) First school leaving certificate

(b) WAEC

(c) OND/HND

(d) B.sc

(e) Ph.D

(6) Location:

(a) New – Haven

(b) Trans – Ekulu

(c) Ogui

(d) Achara layout

(e) Independence layout

SECTION B

49
(7) Do you own a television set?

(a) Yes

(b) No

(8) Which channels are available to the residents of Enugu metropolis?

(a) AIT

(b) NTA channel 8

(c) Silver bird

(d) Channels

(e) CNN

(9) How often do you watch MTN television adverts?

Often

Very often

Not often

Not very often

(10) Are the MTN advert messages’ clear?

(a) Yes

(b) No

(11) What can you say about MTN television adverts?

50
(a) They entertain

(b) They induce me to buy MTN products

(c) They introduce me to new packages and services offered by MTN products

(d) They motivate me

(e) I don‟t know

(12) Do you believe in MTN television advert messages?

(a) Yes

(b) No

(13) If yes, why?

(a) Because they are true

(b) Because I am satisfied with MTN services

(c) Because they offer proof

(d) They are verifiable

(e) No opinion

(14) If No, then what is your reason?

(a) It is boring

(b) It is unrealistic

(c) It is not simplified

(15) Do you agree that MTN television advertisement has improved your

patronage of MTN products?

51
(a) Strongly agree

(b) Agree

(c) Disagree

(d) Strongly disagree

(16) How would you rate MTN television adverts generally?

(a) Very effective

(b) Effective

(c) Less effective

(d) Not effective

52