ABSTRACT
The study appraised the impact of television
advertising on the popularity of MTN network among University of Uyo students.
Without 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.
