THE IMPACT OF ADVERTISING ON THE MARKETING OF GLOBAL SYSTEM FOR MOBILE (GSM) COMMUNICATION IN ENUGU STATE: (A STUDY OF MTN NIGERIAN COMMUNICATION LIMITED)

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ABSTRACT

This study is to identify the impact of Advertising on the marketing Global system for mobile (G.S.M) Communication in Enugu a case study of MTN Nigeria Communication Limited.

The main purpose of this research among others is to know the important and benefit of advertising to the general public such as those in the top position both federal, state and local government level. Also to the business class they can now obtain and give information to one another any time they want it.

The successful implementation of the advertising will help to bridge the gap between the rich and the poor in terms of NITEL being the only source of telephone communication in Nigerian. It also intends to check the influences of advertising on purchasing habit of subscribers. To find out methods of budget allocation to advertising by MTN Nigeria Communication Limited. The effect of such influence, if any on sales in MTN Nigeria Communication Limited.

The major and promotion types adopted by MTN Advert enable companies to tell widespread but selected audience about their products or service in the word of their own choosing when and where they believe their subscribers are most likely to see them.

The simple act of advertising make an important statement about a company, that it has a product of services of which is provided that meets a particular need which it backs publicity with its name and reputation and that would be of vale to the subscriber and is prepared to compete for it.

TABLE OF CONTENT

TITLE PAGEII

APPROVAL PAGEIII

DEDICATIONIV

ACKNOWLEDGEMENTV

ABSTRACTVII

TABLE OF CONTENTIX

CHAPTER ONE: INTRODUCTION1

1.1HISTORICAL BACKGROUND OF THE STUDY1

1.2STATEMENT OF THE RESEARCH PROBLEMS8

1.3OBJECTIVES OF THE STUDY8

1.4SIGNIFICANCE OF THE STUDY9

1.5RESEARCH QUESTION10

1.6RESEARCH HYPOTHESIS10

1.7CONCEPTUAL AND

OPERATIONAL DEFINITION11

1.8 LIMITATION OF THE STUDY12

CHAPTER TWO LITERATURE REVIEW

2.1SOURCES OF LITERATURE14

2.2REVIEW OF LITERATURE14

2.3SUMMARY OF LITERATURE REVIEW25

CHAPTER THREE- METHODOLOGY

3.1RESEARCH METHOD27

3.2RESEARCH DESIGN27

3.3RESEARCH SAMPLE28

3.4MEASURING INSTRUMENT28

3.5DATA COLLECTION29

3.6DATA ANALYSIS30

3.7EXPECTED RESULT30

CHAPTER FOUR- DATA ANALYSIS AND RESULT

4.1DATA PRESENTATION AND ANALYSIS32

4.2USING CH-SQUARE TO TEST THE HYPOTHESIS40

CHAPTER FIVE

5.1SUMMARY OF FINDINGS52

5.2CONCLUSION56

5.3RECOMMENDATION54

BIBLIOGRAPHY58

QUESTIONNAIRE60

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THE IMPACT OF ADVERTISING ON THE MARKETING OF GLOBAL SYSTEM FOR MOBILE (GSM) COMMUNICATION IN ENUGU STATE: (A STUDY OF MTN NIGERIAN COMMUNICATION LIMITED)

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