ABSTRACT

 This research on the role of electronic media in the promotion of new product in the Telecommunications market: A study of selected MTN product is a very important study for the teleconmunicatjon market. The general objective of this study was to investigate the role of electronic media in the promotion of new product in the telecommunication market in Aba. Specific objectives were to: determine the types of electronic media adopted by MTN for promoting its new products, examine the role of social media like facebook and twitter for effective promotion on MTN products, to examine the prons and cons of major electronic media. To solve the research problem, primary data were collected. The research instrument used in collecting data was questionnaires. The respondents compassed of the relevant MTN staff in Aba and MTN subscribers in Aba metropolis. In organizing and presenting data collected, tables, frequencies and percentages were used. The various hypothesis formulated were tested using chi-square. Data analysis and interpretation gave the following findings. Electronic media exposes a firm to its target market, electronic media advert influences majority of the subscribers which invariably leads to their increase in demand of MTN products, subscribers prefer the products of MTN to other networks as a result of their use of electronic media for advertising its new products. Based on these findings, the following recommendations were made; MTN Aba should start advertisement through the state media agency, MTN Aba should determine the classes of media to use and the manner in which the determined media are to be used, the company should select promising media objectives that will help it attain its organizational goals. The company should critically evaluate the media strategies before adopting anyone. Lastly customer's profile should be given serious study and attention for effective analysis and evaluation before carrying out promotional activities.