ROLE OF ELECTRONIC MEDIA IN THE PROMOTION OF NEW PRODUCT IN THE TELECOMMUNICATION MARKET IN ABA (A CASE STUDY OF SELECTED MTN PRODUCT)

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 telecommunication 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. 

TABLE OF CONTENT

Title Page ﾿ i 

Certification ﾿ ii

Declaration ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of Content ﾿ vi

List of Tables ﾿ viii

Abstract ﾿ x

CHAPTER ONE

INTRODUCTION

1.1 ﾿ Background of the study ﾿ 1

1.2 Statement of Problem ﾿ 4

1.3 Objectives of the Study ﾿ 6

1.4 ﾿ Research Questions ﾿ 6

1.5 Research Hypothesis ﾿ 7

1.6 Significance of the Study ﾿ 7

1.7 Scope of the Study ﾿ 8

CHAPTER TWO

REVIEW OF RELATED LITERATURE ﾿

2.1 Nature of Promotion ﾿ 9

2.2 The Concept of Electronic Media ﾿ 10

2.3 Types of Electronic Media ﾿ 11

2.3.1 Television ﾿ 11

2.3.2 Radio ﾿ 14

2.4 Benefits of Electronic Media ﾿ 16

2.5 Media Choice Factors ﾿ 16

2.6 Electronic Media Plan ﾿ 18

2.7 Appraisal of Media Strategies ﾿ 20

2.8 Uses of Electronic Media ﾿ 24

2.9 Characteristics of Electronic Media Audience ﾿ 27

2.10 Roles of Electronic Media in Telecommunication Industry ﾿ 31

2.11 Effect of Electronic Media on Consumer Choice of MTN Products ﾿ 32

2.12 Evaluation of the effectiveness of electronic media in the 

promotion of new products ﾿ 34

2.13 ﾿ Profile of MTN ﾿ 37

CHAPTER THREE

RESEARCH METHODOLOGY ﾿

3.1 ﾿      Research Design ﾿ 41

3.2 ﾿ Area of the Study ﾿ 41

3.3 ﾿ Population of the Study ﾿ 42

3.4 ﾿ Determination of Sample Size ﾿ 42

3.5 ﾿ Method of Data Collection ﾿ 43

3.6 ﾿ Sampling Techniques ﾿ 44

3.7 ﾿ Method of Data Analysis ﾿ 44

3.8 ﾿ Sources Of Data ﾿ 44

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS ﾿

4.2 ﾿ Testing of Hypothesis ﾿ 54

CHAPTER FIVE

SUMMARY OF FINDING, CONCLUSION AND RECOMMENDATIONS ﾿

5.1 ﾿ Summary of Findings ﾿ 59

5.2 ﾿ Conclusion ﾿ 60

5.3 ﾿ Recommendations ﾿ 61

References ﾿ 63

Appendix ﾿

LIST OF TABLES

Table 4.1 Questionnaire administration and response rage ﾿ 45

Table 4.2 staff response as regards the effectiveness of electronic media in 

Communicating with a large number of people. ﾿ 45

Table 4.3 staff response as to whether electronic media exposes a 

firm to its target market ﾿ 46 

Table 4.4 staff response as regards the company’s promotional effort ﾿ 46

Table 4.5 staff responses as to the type of electronic 

media which they consider effective in Delivering 

messages to MTN subscribers ﾿ 47

Table 4.6: Staff Response as to whether the company Experience Growth 

as a result of the use of electronic media for promoting its product ﾿ 47

Table 4.7: Staff Response as to how Electronic media is Rated as a 

means of enlightening subscribers of MTN on how to make effective 

and efficient use of their products ﾿ 48

Table 4.8: Staff Response as to whether Electronic media has played a 

role in helping MTN to Address the competitive situation in the industry ﾿ 48

Table 4.9: Staff Responses to whether the Advertising Effectiveness of 

MTN’s New products Depends on electronic Media Selection by it ﾿ 49

Table 4.10: Staff Response as to whether social media like facebook and 

twitter ahs effect on the promotion of MTN’s new products. ﾿ 49

Table 4.11 Response of Being a Subscriber of MTN ﾿ 50

Table 4.12: Response on through which media they became aware of 

MTN’s product ﾿ 50

Table 4.13: Response as to whether their choice for MTN product is as a 

result of their promotional activities. ﾿ 51

Table 4.14: Response as to how satisfied subscribers are with non services ﾿ 51

Table 4.15: Response to whether they increase their patronage as a 

result of their Electronic media advert ﾿ 52

Table 4.16 Response as to the type of electronic media advert 

they like most ﾿ 52

Table 4.17: Response on whether social media like facebook and 

Twitter has played a role in creating of MTN’s new products ﾿ 53

Table 4.18 Response on how they feel about MTN using electronic 

media advert for their products. ﾿   ﾿ 53

4.19: Response as to whether they prefer MTN’s products to other

 company’s products as a result of the use of electronic media for its 

promotional activities ﾿ 54