THE INFLUENCE OF ADVERTISING CAMPAIGNS ON CONSUMERS’ CHOICE ON THE GENERAL SYSTEMS OF MOBILES (GSM) NETWORKS IN NIGERIA: A STUDY OF MTN NIGERIA AND GLO MOBILES NIGERIA LIMITED

The thrust of this study is to validate or otherwise, the influence of advertising campaigns on subscribers’ choice of the General Systems for Mobiles (GSM) networks in Nigeria, focusing particularly on Glo Mobiles Communication (Globacom) Limited and MTN Nigeria Networks. The study harnessed the utility of the survey method of research in eliciting answers to the research questions, chief among which are; whether GSM network consumers are exposed to MTN and Globacom advertising messages? And if Globacom and MTN advertisements influence consumers’ choice of these networks? Findings obtained from the responses to the research questions established that subscribers are preponderantly exposed to the two networks advertising messages and that while advertising has a great influence on subscribers choice of networks, a host of other influence factors exist such as wide network coverage area, free midnight calls/lower tariff, promos such as recharge and win, free airtime, etc. among others. These resulted in the recommendations for practitioners to always look deeper for such other influence factors which blend with advertising to achieve maximum influence.