THE IMPACT OF ADVERTISING ON THE MARKETING OF GLOBAL SYSTEM FOR MOBILE (GSM) COMMUNICATION IN ENUGU STATE: (A STUDY OF MTN NIGERIAN COMMUNICATION LIMITED)

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ABSTRACT

This study is to identify the impact of Advertising on the marketing Global system for mobile (G.S.M) Communication in Enugu a case study of MTN Nigeria Communication Limited.

The main purpose of this research among others is to know the important and benefit of advertising to the general public such as those in the top position both federal, state and local government level. Also to the business class they can now obtain and give information to one another any time they want it.

The successful implementation of the advertising will help to bridge the gap between the rich and the poor in terms of NITEL being the only source of telephone communication in Nigerian. It also intends to check the influences of advertising on purchasing habit of subscribers. To find out methods of budget allocation to advertising by MTN Nigeria Communication Limited. The effect of such influence, if any on sales in MTN Nigeria Communication Limited.

The major and promotion types adopted by MTN Advert enable companies to tell widespread but selected audience about their products or service in the word of their own choosing when and where they believe their subscribers are most likely to see them.

The simple act of advertising make an important statement about a company, that it has a product of services of which is provided that meets a particular need which it backs publicity with its name and reputation and that would be of vale to the subscriber and is prepared to compete for it.

TABLE OF CONTENT

TITLE PAGE II

APPROVAL PAGE III

DEDICATION IV

ACKNOWLEDGEMENT V

ABSTRACT VII

TABLE OF CONTENT IX

CHAPTER ONE: INTRODUCTION 1

1.1 HISTORICAL BACKGROUND OF THE STUDY 1

1.2 STATEMENT OF THE RESEARCH PROBLEMS8

1.3 OBJECTIVES OF THE STUDY 8

1.4 SIGNIFICANCE OF THE STUDY 9

1.5 RESEARCH QUESTION 10

1.6 RESEARCH HYPOTHESIS 10

1.7 CONCEPTUAL AND

OPERATIONAL DEFINITION 11

1.8 LIMITATION OF THE STUDY 12

CHAPTER TWO LITERATURE REVIEW

2.1 SOURCES OF LITERATURE 14

2.2 REVIEW OF LITERATURE 14

2.3 SUMMARY OF LITERATURE REVIEW 25

CHAPTER THREE- METHODOLOGY

3.1 RESEARCH METHOD 27

3.2 RESEARCH DESIGN 27

3.3 RESEARCH SAMPLE 28

3.4 MEASURING INSTRUMENT 28

3.5 DATA COLLECTION 29

3.6 DATA ANALYSIS 30

3.7 EXPECTED RESULT 30

CHAPTER FOUR- DATA ANALYSIS AND RESULT

4.1 DATA PRESENTATION AND ANALYSIS 32

4.2 USING CH-SQUARE TO TEST THE HYPOTHESIS40

CHAPTER FIVE

5.1 SUMMARY OF FINDINGS 52

5.2 CONCLUSION 56

5.3 RECOMMENDATION 54

BIBLIOGRAPHY 58

QUESTIONNAIRE 60

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THE IMPACT OF ADVERTISING ON THE MARKETING OF GLOBAL SYSTEM FOR MOBILE (GSM) COMMUNICATION IN ENUGU STATE: (A STUDY OF MTN NIGERIAN COMMUNICATION LIMITED)

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