ABSTRACT

This study was meant to examine the impact of TV. Advertising on the marketing of GSM services in Enugu Metropolis (A case study of MTN). The objective for which the study was carried out are to.

            Find out how effective the advertising strategy of MTN, GSM is and how adverting has affected the company.

            To measure the impact of the advertising programmes on the performance of MTN GSM.

The population of the study includes operators/customers, GSM dealers and management and relevant staff of the case organization Top man formular was used in determining the sample size of customer while census was used for the management/relevant staff of MTN Company.

Questionnaires were administrated to the ten zones within Enugu metropolis, data collected were analyzed  from the data analyzed, the researcher made the following finding.

Operating of MTN GSM phones are yet to appreciate the importance of designing an optional combination of advertising in their operations.

            The customers interviewed shows that it is a big headache putting a call across to Nitel line from MTN phones or Econet phones as it was equally as difficult either calling Econet from MTN.

            The promotional strategies adopted by these operation of GSM (Econet, Mtn and NiTEL) Impact positively on their profit and increases the customers patronages but it was equally discovered that customers are not satisfied with the quality of service rendered.

            The major players on the ground now in Enugu metropolis is MTN, followed by NITEL, ECONET is said to start for operations in Enugu Metropolis.

            Despite the high level of product awareness attained in the promotion. It was discovered that the product is not readily available to in some parts. Particularly in the remote part of Enugu metropolis.

            Most of the respondent still believe that price/charge of the product is commensurate with the quality.

            The practice operators of automatically sending calls to vice mail mode and deducting money whether the caller want that service or not is seen as exploitative and lack transparency. The caller should only be charge after excising the option of recording is message and sending same.

            Based on the findings made the following were recommended.

1.         There should be inter-connectivity on adequate access. Customers could call to one another i.e. user of Econet GSM can call users of Nitel. There should be adequate switching system and transmission links, this will improve the service rendered by these operators.

2.         First and foremost serious effort should be made by operators of Econet  GSM in Enugu metropolis in using promotion activities. In advertising on radio and local newspapers in English and Ibo should be used in creating customers awareness.

3.         The researcher wants the coverage of MTN GSM facilities to extend to more areas. Particularly in township and villages to engender wider communication in the country.

4.         The researcher recommends immediate deployment of Nitel GSM and the licensing of more operators. This is to encourage more competition as a way of achieving price reduction, service quality and wide coverage of facility.

5.         the researcher also recommends that the capacity of Nitel should be upgraded ungentle to enable it support efficient service of Econet GSM in Nigeria.

6.         Finally the operators must improve on service quality and bring down their price or risk customer’s negative reaction or protest.