IMPACT OF TELEVISION ADVERTISEMENT IN PROMOTING TELECOMMUNICATION SERVICES IN NIGERIA (A STUDY OF MTN)

This study examined the impact of television advertisement in promoting telecommunication services in Nigeria, with particular reference to MTN Nigeria. The primary objective was to assess how television advertising influences consumer awareness, brand preference, and patronage of telecommunication services. The study adopted a descriptive survey research design, utilizing structured questionnaires to gather data from a sample of respondents. Data collected were analyzed using descriptive statistics and inferential tools to determine the relationship between television advertising and consumer behavior. The findings revealed that television advertisement plays a significant role in creating awareness of telecommunication services, influencing customer perception, and enhancing brand loyalty. It was also discovered that consistent and persuasive television adverts contribute to increased subscription rates and customer retention in the highly competitive Nigerian telecommunication industry. However, the study noted that the effectiveness of television advertising is influenced by factors such as message content, frequency of exposure, and audience reach. The study concluded that television advertisement remains a powerful promotional tool for telecommunication companies in Nigeria. Based on the findings, it was recommended that telecommunication companies should invest more in creative and customer-oriented television advertisements to sustain competitive advantage and expand market share.