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THE IMPACT OF ADVERTISING ON THE MARKETING OF GLOBAL SYSTEM FOR MOBILE (GSM) COMMUNICATION (A STUDY OF MTN NIGERIAN COMMUNICATION LIMITED IN ENUGU STATE)

ABSTRACT

This study is to identify the impact of Advertising on the marketing Global system for mobile (G.S.M) Communication in Enugu a case study of MTN Nigeria Communication Limited. The main purpose of this research among others is to know the important and benefit of advertising to the general public such as those in the top position both federal, state and local government level.  Also, to the business class they can now obtain and give information to one another any time they want it. The successful implementation of the advertising will help to bridge the gap between the rich and the poor in terms of NITEL being the only source of telephone communication in Nigerian.  It also intends to check the influences of advertising on purchasing habit of subscribers.  To find out methods of budget allocation to advertising by MTN Nigeria Communication Limited.  The effect of such influence, if any on sales in MTN Nigeria Communication Limited. The major and promotion types adopted by MTN Advert enable companies to tell widespread but selected audience about their products or service in the word of their own choosing when and where they believe their subscribers are most likely to see them. The simple act of advertising make an important statement about a company, that it has a product of services of which is provided that meets a particular need which it backs publicity with its name and reputation and that would be of value to the subscriber and is prepared to compete for it.

CHAPTER ONE

INTRODUCTION

For proper elucidation and understanding of this discourse, it is of paramount importance to trace the history/origin of the research topic in accordance with the saying “that anything, man or nation without a history is equally without a future” can be most applicable in this write up or research. Having established this promise I shall proceed to trace the history of advertising globally and zero it to Nigeria, industrialism but an ancient practices that goes back to the very beginning of recorded history.

According to Okoro N. (2000) The diggings of archaeologist in the countries rimming the Mediterranean sea have turned up evidence of the use of signs to announce various events and offers.  The Romans painted walls to announce forthcoming gladiatorial contests and Phoenicians painted morals on prominent rocks along trade routes extolling the wares they sold, a precursor of modern outdoor advertising.”

In Pompeii, a wall has been found praising a politician and asking for the people’s votes as far back as 1317.  Another early form of advertising was the use of town criers.  In Greece during the Golden Age, town criers were paid to circulate through the streets of Antheris announcing the sales of stores, Cattle and other goods as well as making public announcements.  An early singing commercials used in ancient Author went as follows” for eyes that shining for  checks  like the dawn/beauty that last after  girlhood  is  gone  /for prices in reason, the  woman who knows will buy who knows will buy  her cosmetic of Aschypots.”

The third early form of advertising was the mark placed by artisans on  their  individuals goods, such as pottery.  As the reputation of particular artisan spread through word of mouth, buyers began to look for his distinctive mark, just as trademarks and brand-names are used today.  They would pay a premium for example. Osnabruck linens, as production became more centralized and markets become more distant the mark of identifying name took on more significance.

The turning point in the history of advertising was in 1450, the year Goutenberg invented the  printing press. No longer did advertisers have to produce extra copies of sign by hand. The first known English language advertising appeared in 1478.  In 1622, an important new medium gave advertising a substantial forward push, namely the first English newspaper the weekly New. Later Joseph Addision and Richard Steele published the Tatler and became devotees of advertising, Addison in duded this advice to copy writers.

The art of writing advertisement is the founding method to catch the reader.  Advertising had its greatest growth in the United States rathan then England, Benjamin Franlin is often called the father of America’s cardle of advertising first, America industry led in the mechanization of production, which created surpluses and the need to convince consumers to buy more. Furthermore, the development of fine network of waterways, highways and roads made the transportation of goods and advertising media to the country side feasible. The establishment of compulsory public education in 1813 led to the decline of illiteracy and the growth of newspaper and magazine. The invention of radio and later television created two more amazing media for the dissemination of advertising.  From then started modern advertising.

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