IMPACT OF ADVERTISING IN NEW PRODUCT DEVELOPMENT (A CASE STUDY OF ETISALAT NIGERIA PLC)

ABSTRACT This research study is focused on the role of Advertising on the marketing of Etisalat GSM 0818 services in Enugu State. Some objectives of the study are: To determine the impact of advertising on the marketing of Etisalat GSM. To recommend practical solutions to the problem of advertisement identified. In the view of this, an in-depth literature reviews on textbooks, journals, useful write-ups was carried out. This was done not only to get wider view of the problem under study, but also get a conceptional understanding of the study.  The population of study were customer and employee of Etisalat. Sample size was determined using statistical formular behaviour. Sample tables and data were used to analyze data collected. Based on these, some of the following findings were made: that advertising by Etisalat increases the sale of GSM 0818 lines. Effective advertisement enhances the marketing of Etisalat GSM, the advert equally impact positively on the profit of the company.  That advertisement is an effective and efficient source of information for both customers and the company. Based on the above findings, the following recommendations were made. Etisalat should take periodic review of the effectiveness of the advertisement coupled with a view to identifying that factors that linger effectiveness and take remedial action. The company should improve on the quality of their product and tailor the advertisement on improved quality. These measures if implemented no doubt will bear positively both the company and consumers alike.
TABLE OF CONTENT
Title Pagei Approval pageii Dedication iii Acknowledgmentiv Abstractv Table of Contentsvi CHAPTER ONE 1.1Introduction 1 1.2Statement of the study5 1.3Objective of the study7 1.4Research Question8 1.5Scope of the study      10 1.6Definition of Terms `      10
CHAPTER TWO 2.1An over view of advertising   12 2.2The forms of advertising   12 2.3The role of advertising    18 2.4Determining advertising Budgets    22 2.5Measuring  the effectiveness of  advertising development           31 2.6Planning for new product     33 2.7The impact of advertisement on Etisalat         36
CHAPTER THREE 3.0Methodology     39 3.1Research Design     39 3.2Area of Study      39 3.3Population  of study      40 3.4Sample Size Determination      41 3.5Determination of Sample Size for Consumers      43 3.6Instrument for data  Procedure     45 3.7Validation of Research Instrument     45  3.8Reliability  of Research Instrument     45 3.9Method of Administration of research instrument. 46 3.10Method of Data Analysis      47
CHAPTER FOUR 4.0Data presentation Analysis And Interpretation   48 4.1Data Presentation and Analysis    48
CHAPTER FIVE 5.0Summary of findings, recommendations and conclusions. 5.1Summary of Findings61 5.2Recommendations63 5.3Conclusion65 Bibliography Appendix