Impact of Television Advertising in Promoting the Sales of Mtn Products
CHAPTER ONE
OBJECTIVES OF STUDY
- To determine the level of acceptance of MTN network among consumers.
- To examine critically the level of awareness that has been generated through the advertisement of MTN network.
- To find out how television medium has helped to create better awareness of MTN network amongst consumers.
- To examine the role of drama or theatre in the television advertisement of MTN network.
CHAPTER TWO
LITERATURE REVIEW
EVOLUTION OF TELEVISION
The word ‘television’ was first coined by a French man named Persky, it is a hybrid of a name made up of the Greek meaning ‘at a distance’ and the Latin meaning ‘to see’.
The first man to build a television system as we know today and demonstrated it was Bovis Rozing, a Russian. He is regarded as the father of television (Sambe: 98).
The invention of the television was in the work of many individual in the 19th and early 20th century. Individuals and corporations competed in various parts of the world to deliver a device that superseded previous technology. Many were compelled to capitalize on the invention and make profit while some wanted to change the world through visual communication technology.
TELEVISION IN NIGERIA
The history of television in Nigeria dates back to 1959 when the Western Nigeria Television (WNTV-Ibadan) was established by the government of the defunct Western region under the leadership of the late chief Obafemi Awolowo (Akinfeleye:47).
The establishment of Africans first television station, the WNTV Ibadan was a result of the socio-political disagreement between the leader of the opposition party and the central government when he (Awolowo) was denied air time on the national radio services.
In specific terms, the leader of the opposition party had applied to the Director General (DG) of the Nigeria Broadcasting Service (NBS) to grant him airtime to respond to the negative accusation against the opposition group in speech by the then Governor-General of the federation in person of John Macpherson.
After the passage of the bill for the establishment of the television by the house of assembly, the WNTV began a joint venture service with the ORL-Overseas Rediffusion Limited on October 31,1959 (Akinfeleye:47).
A year after Nigeria’s independence, the foreign ‘Overseas Radiovision Services’ pulled out of the joint venture. This gave rise to the establishment of the radio-television services known as WNTV-WNBS (Western Nigeria Television and Broadcasting Services).
EVOLUTION OF ADVERTISING
Advertising, the generic term and its offshoot concept originated from the Latin word ‘advertere’ which means ‘to draw attention’ (Abayomi:78).While scholars have traced its origin to the ancient empires such as Babylon, Greece, Rome and Egypt, the cradle of civilization, efforts are still being made to ascertain its exact beginning.
Advertising dates back to ancient Egypt when the papyrus posters were offering rewards for the return of runaway slaves. In early Greek and Roman days, signboards were placed above the doors of business establishments and town criers proclaiming that merchants had certain wares for sale (Sambe: 99).
Although, there is no specific date for its appearance in the marketing and commercial world of demand and supply, it is on record that people through generations used advertising in its crude and unscientific form.
Advertising belongs to the modern industrial world especially to the developed countries that are industrialized unlike the former use of signs and the likes in the early form of advertising. The media outlets are used today for effective modern digital advertisement. This is made possible through the use of these media (radio, television, newspaper, magazines, billboards, pamphlets etc). The media today is technologically advanced and there is also increased cost of advertising productions and creativity.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The study employs quantitative descriptive research design to examine the effect of television advert on the promotion of the sales of MTN.
Research Area
This study was carried out in Enugu metropolis, Enugu state. A state in the south eastern part of Nigeria.
Sources of Data
The data for this study were generated from two main sources; Primary sources and secondary sources. The primary sources include questionnaire, interviews and observation. The secondary sources include journals, bulletins, textbooks and the internet.
Population of the study
A study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The population of this study consists of households in Enugu metropolis; parents, children and home workers.
Sample size determination
A study sample is simply a systematic selected part of a population that infers its result on the population. In essence, it is that part of a whole that represents the whole and its members share characteristics in like similitude (Prince Udoyen: 2019). In this study, 240 respondents, from 100 randomly selected households made up the sample size.
CHAPTER FOUR
ANALYSIS, PRESENTATION AND INTERPRETATON OF RESULTS
The table above shows the percentage distribution of respondents’ age range. The result indicates that the highest proportion of age falls between 27-32 years (70%), with a total of 168 respondents. Meanwhile, 61respondents whose age range fall within 33 and above recorded 25.4%. Only11 respondents fall within the age range 21-26, with the least record of 4.58% on the table.
The table indicates the number of respondents who use MTN network and those who use other types of mobile networks. The greater proportion of respondents with the total of 185 (78.39%) use MTN network while 51 respondents with the percentage of 21.61% use other types of mobile networks
CHAPTER FIVE
SUMMARY, RECOMMENDATION AND CONCLUSION
SUMMARY
At the end of this study, the researcher found out that many students in Ado who use MTN were largely impacted by the TV advertisement than any other factor. Also, majority of those who use the product are impact by the fact that the product is widely used by people. However, only a handful of respondents purchase the products despite the relatively high price. On the other hand, very few respondents don’t use the products based on reasons best known to them.
A large percentage of the respondent also believe that the TV advertisement of MTN is very effective and dramatic hence their preference of the product. This is further confirmed by promoting the sales of mobile networks by students from the selected schools.
From the quantitative data gathered the power of the television medium best help to promote products more than other mediums because of its visual tendency to show the products, how to use it and differentiate it from other commodities that have the same qualities.
RECOMMENDATIONS
With the conclusion of this research work, the following are the recommendations;
The researcher recommends that the producer of MTN network (Procter and Gamble) should improve on the quality of the product so that more people will MTN make it their first choice when purchasing mobile networks.
The company should also engage in outdoor advertisement that is bringing the products closer to the students in their various schools and selling it at a cheaper rate so that the old users will MTN continue to use it and those that don’t use it will come in contact with it and want to use the product.
Again the maker of MTN network should try to make it more affordable so that people both from the poor and rich background will be able to purchase because the product now costs #250 as against the old price #180. The increase in price alone can discourage people from purchasing.
Also, Procter and Gamble should make the advertisement available in almost all the TV stations as a way of popularizing the product among prospective buyers.
CONCLUSION
This long essay has helped to prove the power of television advertisement very effective, captivating and educative over other source of media and how advertisement is used as a strategy to make consumers purchase a new product in the market or make them aware of an existing one.
One can then describe TV advertisement as a means of making known a product, an idea, services or goods from new producer. Such a product could be entirely new or a re-packaged one from an existing producer through the new and old means of mass media such as; radio, television, magazines, websites, internets, town criers, gong, posters etc.
‘MTN’ sanitary TV advertisement is produced by Procter and Gamble with the objective of providing users with a unique sanitary product that can meet their needs. The fact that the pad absorbs more blood in a clean and durable manner makes it a popular choice for all categories of users.
On a general note, this study has shown that television advertisement is a powerful tool that can be used to impact people’s choice of products. With a creative and dramatic picture, the MTN network TV advertisement has succeeded in educating and influencing promoting the sales if its users, particularly the young people in Enugu metropolis.
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