IMPACT OF TV ADVERTISING ON THE MARKETING OF GSM SERVICE
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- Recommended for : Student Researchers
- NGN 3000
ABSTRACT
This study was meant to examine the impact of TV. Advertising on the marketing of GSM services in Enugu Metropolis (A case study of MTN). The population of the study includes operators/customers, GSM dealers and management and relevant staff of the case organization Top man formular was used in determining the sample size of customer while census was used for the management/relevant staff of MTN Company.
Questionnaires were administrated to the ten zones within Enugu metropolis, data collected were analyzed from the data analyzed, the researcher made the following finding. Operating of MTN GSM phones are yet to appreciate the importance of designing an optional combination of advertising in their operations. The customers interviewed shows that it is a big headache putting a call across to Nitel line from MTN phones or Econet phones as it was equally as difficult either calling Econet from MTN. The promotional strategies adopted by these operation of GSM (ECONET, MTN and NITEL) Impact positively on their profit and increases the customers patronages but it was equally discovered that customers are not satisfied with the quality of service rendered. The major players on the ground now in Enugu metropolis is MTN, followed by NITEL, ECONET is said to start for operations in Enugu Metropolis. Despite the high level of product awareness attained in the promotion. It was discovered that the product is not readily available to in some parts. Particularly in the remote part of Enugu metropolis. Most of the respondent still believe that price/charge of the product is commensurate with the quality. The practice operators of automatically sending calls to vice mail mode and deducting money whether the caller want that service or not is seen as exploitative and lack transparency. The caller should only be charge after excising the option of recording is message and sending same. Findings obtained from the responses to the research questions established that subscribers are preponderantly exposed to the two networks advertising messages and that while advertising has a great influence on subscribers choice of networks, a host of other influence factors exist such as wide network coverage area, free midnight calls/lower tariff, promos such as recharge and win, free airtime, etc. among others. These resulted in the recommendations for practitioners to always look deeper for such other influence factors which blend with advertising to achieve maximum influence.
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