INFLUENCE OF MN BILLBOARD ADVERTISEMENT ON SUBSCRIBERS (A STUDY OF MTN, UYO, AKWA-IBOMSTATE)

ABSTRACT Advertising has become a critical marketing strategy for organizations operating in competitive markets, particularly within the telecommunications industry. This study examines the influence of MTN billboard advertisement on subscribers in Uyo, Akwa-Ibom State. Billboard advertising remains one of the most visible forms of outdoor advertising and plays a significant role in shaping consumer awareness and brand perception. The primary objective of this research is to evaluate how billboard advertisements by MTN affect subscribers’ awareness, perception, and decision to patronize the network. The study adopted a survey research design, where questionnaires were distributed to selected MTN subscribers within Uyo metropolis. A simple random sampling technique was used to obtain responses from participants. Findings from the study revealed that billboard advertisements significantly influence subscriber awareness and reinforce brand recognition. The study also found that attractive billboard designs, strategic location, and clear advertising messages contribute to increased consumer interest in MTN services. However, some respondents indicated that while billboard advertisements improve awareness, actual subscription decisions may also depend on factors such as network quality, pricing, and service reliability. The research concludes that billboard advertising remains a powerful marketing communication tool capable of influencing consumer perception and brand loyalty. It recommends that MTN and other telecommunication companies continue to invest in creative and strategically placed billboard campaigns to strengthen customer engagement and maintain competitive advantage in the telecommunications industry.