ABSTRACT

The major aim ofthis workwas to demonstrate the effect ofadvertising on the marketing performance of selected telecommunication firms in Abia State taking Airtel and 9MOBILE, Pic. as a study. Advertising can be defined as anypersonalpaidform ofnonpersonal communication which is directed to the consumers or target audiences through various media in order to present and promote a product, services and idea. Good advertising requires competent personnel including a number ofspecialists to enable it thrive in the ever dynamic andcompetitive business environment. It istherefore imperative that key personnel in departments that are directly involved to be carefully selected and positioned to ensure continuous success. In recognizing the role advertising can play a growing number of companies and establishments have to embark on a nationwide advertising campaign. Advertising campaigns obviously informed by depressed consumer demand, thrive by persuading the consumer on the needfor consumptions. The specific objectives ofthe study are to: Ascertain the effect ofmedia speed, spread and clarity in advertising on the patronage oftelecommunicationfirms, ascertain the effect offrequency and regularity ofadvertising media as base ofadvertising on customers satisfaction and find out the effect ofthe media costs on the profitability oftelecommunicationfirms The researcher adopteddescriptive survey research designforthe study. Thepopulation ofthe selected relevant staff and management of the telecommunication firms are 59. Description analytical satisfies was used to interpret some table where simple linear regression was used to test the earlierformulatedhypothesis in chapter one. Thefindings revealed that advert media speed; spread and clarity have significant relationship with consumers 'patronage. It wasrecommended that the telecommunicationfirmsshould also ensure that advertising agenciesplace theirproduct adverts on stations andplaces where the consumers will easily identify with them make a purchase.