IMPACT OF TELEVISION ADVERTISING ON ETISALAT MARKET AUDIENCE (A STUDY OF OWERRI METROPOLIS, IMO STATE).

ABSTRACT

The major thrust of this work is to arise the impact of television advertising on Etisalat market audience; a study of Owerri metropolis, Imo state (January – June 2013). This work is divided into five chapters, using the survey method a quantitative tool of data analysis. This work is aimed at solving the problem of how to communicate with different demography of audiences of the Etisalat company and the appropriate media to use. This work also helps Etisalat mobile company to know the need of their customer and how to satisfy them, this research work helps Etisalat company to know if the people of Owerri are exposed to their TV commercials or not. Many literary works and concepts were reviews. The questionnaire approach was also employed to ensure that varying and various shades of opinion about the subject of the research were obtained. One hypothetical question was formulated and tested using the chi-square technique at 0.05% probability level for appropriate inferences. This therefore is a research work that breaks down the effect of television advertisement on Etisalat market audience with particular reference on the Owerri metropolis, Imo state.

TABLE OF CONTENTS
Title Page i
Declaration ii
Certification iii
Dedication iv
Acknowledgment v
Table of Content vii
Abstract ix
List of Tables x

CHAPTER ONE
INTRODUCTION 1
1.1 Background of the Study 1
1.2 Statement of the Problem 4
1.3 Objectives 4
1.4 Research Questions 5
1.5 Research Hypothesis 5
1.6 Scope of the Study 5
1.7 Significance of the Study 6
1.8 Operational Definitions of Significant Terms 6

CHAPTER TWO
REVIEW OF LITERATURE 7
2.1 Introduction 7
2.2.1 Taking A Look AT Television 7
2.2.2 History of Television Development 9
2.2.3 Functions of Television 9
2.2.4 Emergence of Television in Nigeria 10
2.2.5 The Nature of Advertising 12
2.2.6 History of Advertising 14
2.2.7 History of Advertising in Nigeria 16
2.2.8 Etisalat Mobile in Nigeria 18
2.2.9 Impact of Etisalat Television Advertising On Consumer Choice/
Demand and Consumption Level in Owerri 19
2.3 Review of Related Studies 21
2.4 Theoretical Framework 22
2.5 Summary 22

CHAPTER THREE
RESEARCH METHOD 23
3.2 Research Design 23
3.3 Population of Study 23
3.4 Sampling Technique and Sample Size 24
3.5 Description of Research Instrument 24
3.6 Validity and Reliability of Data Gathering Instrument 25
3.7 Method of Data Collection 25
3.8 Method of Data Analysis 25

CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS 27
4.1 Introduction 27
4.2 Testing of Hypothesis 37
4.3 Discussion of Findings 39

CHAPTER FIVE
5.1 Introduction 42
5.2 Summary of Findings 42
5.3 Conclusion 42
5.4 Recommendation 43
5.4 Suggestions for Further Studies 43
References 45
Appendix 46
Questionnaire 47