ABSTRACT
The major thrust of this work is to assess the value of television advertising in promoting brand loyalty; using Etisalat Easy Starter campaign in the Benin Metropolis. This work is divided into five chapters, using the survey method a quantitative tool of data analysis. This study helps to show the importance of television advertising in ensuring customer’s loyalty. This research work also helps Etisalat company to know if the people of Benin are exposed to their TV commercials or not. It also helps the Etisalat Company to know how subscribers perceive the Easy starter commercials. Many literary works and concepts were reviews. The questionnaire approach was also employed to ensure that varying and various shades of opinion about the subject of the research were obtained. One hypothetical question was formulated and tested using the chi-square technique at 0.05% probability level for appropriate inferences. This therefore is a research work that breaks down the effect of television advertisement in promoting brand loyalty to the Etisalat network with particular reference on the Benin metropolis, Edo state.
TABLE OF CONTENTS
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
List of tables viii
Abstract x
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problem 7
1.3 Objectives 8
1.4 Research Questions 9
1.5 Research Hypothesis 9
1.6 Significance of the Study 10
1.7 Scope of the Study 10
1.8 Operational Definitions of Significant Terms
11
CHAPTER TWO: REVIEW OF LITERATURE
2.1 Introduction 12
2.2 Review of Concepts 12
2.2.1 Taking A
Look AT Television 13
2.2.2 History of
Television Development 15
2.2.3 Functions of
Television 16
2.2.4 Emergence of
Television in Nigeria 17
2.2.5 The Nature
of Advertising 20
2.2.6 History of
Advertising 22
2.2.7 History of
Advertising in Nigeria 26
2.2.8 The concept
of brand loyalty 28
2.2.9 Etisalat
Mobile in Nigeria 31
2.2.10 Etisalat Easy
Starter Campaign in Nigeria 34
2.2.11 Assessing the
Value of Television Advertising in Promoting Brand
Loyalty, using Etisalat Easy Starter campaign in the Benin
Metropolis 36
2.3 Review of
Related Studies 38
2.4 Theoretical
Framework 40
2.5 Summary 41
CHAPTER THREE:
3.1 Research Method 42
3.2 Research
Design 42
3.3 Population of
Study 43
3.4 Sampling
Technique and Sample Size 44
3.5 Description of
Research Instrument 46
3.6 Validity and
Reliability of Data Gathering Instrument
47
3.7 Method of Data
Collection 47
3.8 Method of Data
Analysis 48
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1
Introduction 50
4.2 Testing of
Hypothesis 66
4.3 Discussion of
Findings 69
CHAPTER FIVE:
5.1
Introduction 73
5.2 Summary of
Findings 73
5.3 Conclusion 74
5.4
Recommendation 75
5.4 Suggestions for
Further Studies 76
References 77
Appendix A 79
Appendix B 81
Mmaduabuchi, M (2019). ASSESSING THE VALUE OF TELEVISION ADVERTISING IN PROMOTING BRAND LOYALTY, USING ETISALAT EASY STARTER CAMPAIGN IN THE BENIN METROPOLIS.. Afribary.com: Retrieved December 15, 2019, from https://afribary.com/works/assessing-the-value-of-television-advertising-in-promoting-brand-loyalty-using-etisalat-easy-starter-campaign-in-the-benin-metropolis
Maduka, Mmaduabuchi. "ASSESSING THE VALUE OF TELEVISION ADVERTISING IN PROMOTING BRAND LOYALTY, USING ETISALAT EASY STARTER CAMPAIGN IN THE BENIN METROPOLIS." Afribary.com. Afribary.com, 23 Jul. 2019, https://afribary.com/works/assessing-the-value-of-television-advertising-in-promoting-brand-loyalty-using-etisalat-easy-starter-campaign-in-the-benin-metropolis . Accessed 15 Dec. 2019.
Maduka, Mmaduabuchi. "ASSESSING THE VALUE OF TELEVISION ADVERTISING IN PROMOTING BRAND LOYALTY, USING ETISALAT EASY STARTER CAMPAIGN IN THE BENIN METROPOLIS.". Afribary.com, Afribary.com, 23 Jul. 2019. Web. 15 Dec. 2019. < https://afribary.com/works/assessing-the-value-of-television-advertising-in-promoting-brand-loyalty-using-etisalat-easy-starter-campaign-in-the-benin-metropolis >.
Maduka, Mmaduabuchi. "ASSESSING THE VALUE OF TELEVISION ADVERTISING IN PROMOTING BRAND LOYALTY, USING ETISALAT EASY STARTER CAMPAIGN IN THE BENIN METROPOLIS." Afribary.com (2019). Accessed December 15, 2019. https://afribary.com/works/assessing-the-value-of-television-advertising-in-promoting-brand-loyalty-using-etisalat-easy-starter-campaign-in-the-benin-metropolis