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