ADVERTISING AS A STRATEGIC INSTRUMENT IN THE MARKETING OF MTN’S COMMUNICATION SERVICES. A RESEARCH PROJECT MATERIAL ON MARKETING
ABSTRACT
The research work is meant to examine the extent at which advertising effectiveness can either draw people attention a particular project or how it ineffectiveness is can put people off from the advertised product. Advertising as a business promotional tool has badly neglected in Nigeria industries as a mot managers thinks their product can survive without if the main purpose of the study is to ascertain the public attitude towards the advertisement of MTN’s Advertizing to enable some MTNs business organization known how consumer feel about services. It will further evaluate the impact of advertising in the sale of MTN’s services. It would also benefit student of Mass Communication Business administration, marketing and other similar disciplines that may carryout similar researcher, and the result of the work shall highlight considerably the persuasive quality of advertising on consumers perception and attitude to MTN product and how it helps to create broad awareness. And finally to correct the negative impressive some people are having about advertising. In the same aim it will support market who wished to excel by recommending that advertising should be planned by experts to ensure its effectiveness and to make sure it does not communicate the wrong information thereby solving some marketing problems.
CHAPTER ONE
INTRODUCTION
The world has become a global village as propounded by Marshal Maduban with tele-communications being a key player” and (Okwunna, ed. 2002:225). A major breakthrough is the Wireless Global System for Mobile Communications (MTN). MTN started in Nigeria in 1886, although in a faulty foundation because the colonial administration then was und in promoting administrative functions than the socio-economic development of the country.
The sector was grossly underdeveloped before it was deregulated under the military regime of General Ibrahim Babangida in 1992 with the establishment of a regulatory body, the Nigeria communications commission (NCC). The total number of telephones lines at independence in 1960 was only 18,724 for a population estimated at about 40 million, meaning a teledensity of 0.5 Telephone per 1000 people.
Between 1960 and 1985, the MTNs sector consisted of the department of post and MTN (NET) limited in charge of the external MTNs services. The installed switching capacity at the end of 1985 was about 200,000 lines as against the target of 460,000. Telephone penetration remained poor equalizing telephone line to 100 inhabitants recommended by International MTNs Union (ITU) for developing countries.
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