THE ROLE OF ADVERTISING ON THE MARKETING OF A NEW PRODUCT IN ENUGU STATE.
This research study is focused on the role of Advertising on the marketing of MTN’s GSM 0806 services in Enugu State.
Some objectives of the study are:
To determine the impact of advertising on the marketing of MTN’s GSM.
To recommend practical solutions to the problem of advertisement identified.
In the view of this, an in-depth literature reviews on textbooks, journals, useful write-ups was carried out. This was done not only to get wider view of the problem under study, but also get a conceptional understanding of the study.
The population of study were customer and employee of MTN. Sample size was determined using Topmans formular. Sample tables and data were used to analyze data collected.
Based on these, some of the following findings were made:
that advertising by MTN increases the sale of GSM 0806 lines. Effective advertisement enhances the marketing of MTN’s GSM, the advert equally impact positively on the profit of the company.
That advertisement is an effective and efficient source of information for both customers and the company.
Based on the above findings, the following recommendations were made:
MTN should take periodic review of the effectiveness of the advertisement coupled with a view to identifying that factors that linger effectiveness and take remedial action. The company should improve on the quality of their product and tailor the advertisement on improved quality.
These measures if implemented no doubt will bear positively both the company and consumers alike,
For a company to excel above others in the competitive market, such a company must surely value the importance of advertising.
Onyebuagu (1995:365) is of the opinion that the immediate purpose of advertising is not physically to bring buyers and sellers together but to communicate sales-motivation information, ideas and suggestions to particular target prospects or customers so as to increase the probability to make sales. This explains why some companies invest hyge amounts of money in advertising, to ensure that their products are brought to the knowledge of the consumers who will reciprocate by patronizing such products. Irrespective of a product, without adequate advertisement to compliments the efforts of other promotional tools such products may not sell, where it does, its continuity is in doubt.
Advertising t some extent is the most visible element of promotional mix which at the same time attracts must of controversial system to it’s impact on consumer buying decision. Among the firms promotional decisions is media selection and scheduling decision these involves determining the best medium or means to deliver and advertising message to the prospective consumers or customers.
According to Ebue’s media selection (2000:1000) it is the means by which advertiser reach their target audience with advertisement messages one of the major factors the firm must consider media selection is housing an in-depth knowledge and understanding of the media characteristic which is the standpoint for selecting a given medium from a whole lot of available media. These media are newspapers, magazines, radio, direct mail, outdoor and television. Advertising is an important medium for creating consumer awareness for goods and services.
In the view of Adirika E.O (2001:161) The role of the media on new product launch cannot at the scene of any launch is my essential. It is the media which will help in transmitting the pre-present and post-launch information found near.
A firms choice of advertising as a vehicle a means of achieving it’s advertising objectives is a function of selectivity, the vehicle, ability to reach it’s specific target audience/market, it’s penetration and courage ability. The total number of the target audience that can be exposed to a message, it scheduling flexibility in terms of had time, cost which could be relative or absolute, editorial climate production quality and life span and the degree of acceptability and co-operation a medium can achieve among advertising intermediates.
Given all these characteristic, advertising has an edge over the media through it’s unique ability of combining vision, audio, and motion reach a large audience at a time with a simple message.
Ebue (2000:103) observed that, these are achieved through its ability to create drams, suspenses, colour and emotion.
Edoga and Ani (2000:274) stated that advertising has the following advantages.
It is because of the importance of advertising on the marketing of goods and services, the researcher therefore in thus duty evaluates the impact of advertising on the marketing of MTN GSM 0806 products/services.
| 1 - 5 of 96 Reviews |