IMPACT OF ADVERTISING ON TELECOMMUNICATION NETWORK PREFERENCE AMONG STUDENTS

Abstract

The study examines the impact of advertising on telecommunication network preference by students of Osun State Polytechnic Iree because advertisement is a persuasive message and who expose to such may cultivate the message. The study used Uses and Gratification and Perception theory . Multi-stage sampling technique was used to selected 150 respondents among students of Osun State Polytechnic in all the faculties of the institution. The study used survey and data were collected through questionnaire. Out of 150 administered questionnaires only correctly filled 140 copies were analysed using frequency, percentage and tables. Findings show that many of the respondents highly exposed to advert from telecommunication companies usually through television (57.8%) radio (21.4%) and billboards (5.7%). Majority of the respondents (54.3%) often exposed to various commercial from telecommunication giant but mostly from MTN, Airtel and Glo who are the three major rivals. No wonder MTN and Glo has the highest fans followed by the Airtel with Etisalat came last on the preference table.  It should be stressed that quality network, quality data and bonuses are key rating factors for the telecommunication giant among students of Osun State Polytechnic Iree. It is recommended that advertisers should try as much as possible to present their messages to their targeted audience using the most appropriate medium and time while advertisers should avoid deceits and other propaganda in convincing GSM users to their products or packages.

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