Effects Of Advertising Appeals On The Marketing Performance Of Selected Telecommunication Firms In Abia State Nigeria

ABSTRACT

Effect of advertising appeals on marketing performance of telecommunication firms has been studied in this research work. Organization like telecommunication firms are operating in a competitive environment with another. This competition increases in intensity mostly were there is product parity. For telecommunication firms like (MTN, GLO and ETISALAT) to remain in the market, they must do something different from that of their competitors so as to have and edge over their competitor or a selling point that can enhance their marketing performance and it variables sales volume, market share and customer patronage. They should also know the, appeals that their customers preferred most and also the appeal that attract their customers to patronize their product. The appeals may be emotional appeals, music appeals, humor appeals among others. For this project work to be done effectively, a number of statistical tool were employed to attain our desired results. However the statistical tool that employed to achieve the desired objectives is based on the use of descriptive analysis and the statistical packaging for the social science (SPSS) based also on the use analysis of spearman's rank correlation coefficient. Also to ascertain the derivative of questionnaire distribution and retrieval as basic of analysis.