ASSESSING THE VALUE OF TELEVISION ADVERTISING IN PROMOTING BRAND LOYALTY, USING ETISALAT EASY STARTER CAMPAIGN IN THE BENIN METROPOLIS.

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