IMPACT OF TELEVISION ADVERTISING ON THE POPULARITY OF MTN NETWORK AMONG STUDENTS OF UNIVERSITY OF UYO

Abstract

The research examines the impact of television advertising on the popularity of MTN network among University of Uyo students. Without a doubt, television has remained a powerful medium and source of persuasive information to a wider audience. Television as an audio-visual medium enables products; brand and services like MTN to be displayed in its real quality in term of its brand colour and logo in which viewers also see it themselves. Television agrees more with the assertion that “see is believing” unlike radio which is a blind medium. The study aims at ascertaining whether television advertisement has enhanced the sales of MTN SIM cards and use of MTN network. The researcher used survey method with 130 questionnaires distributed within University of Uyo. From the findings, it is observed that 71.4% of the respondents prefer MTN network to other service providers, while 64.3% of respondents admitted that television serves as an effective tool for marketing of MTN network service. More than half of the respondents (87%) admitted that MTN via television advertising campaign influenced them to subscribe and buy MTN products. It is recommended that advertisers should avoid weasel expression or deceive device in convincing GSM users to their products or packages.

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