Consumers’ Perception of MTN Advertising Slogan Changes

Description

– Consumers’ Perception of MTN Advertising Slogan Changes –

Download Consumers’ Perception of MTN Advertising Slogan Changes. Mass Communication students who are writing their projects can get this material to aid their research work.

Abstract

Slogans are embodiments of brand essences. They are thought to have potential to induce emotional responses that may steer consumers toward certain products.

The aim of this study was to ascertain consumers‟ perceptions of the frequent changes in slogans of heavily advertised brand like MTN GSM Network.

The objectives of the study are, (i) to find out students‟ frequency of exposure to MTN slogans;(ii) to ascertain students‟ reaction towards the frequent changes in MTN slogan;

(iii) to find out students‟ preference of MTN slogans;(iv) to ascertain the recall rate of MTN slogans among students; and (v) to determine students‟ perception of MTN advertising slogans.

The study employed survey design with structured questionnaire as the instrument. The populations of this study are undergraduate students of Plateau State University, Bokkos.

Introduction

With the liberalization of telecommunication industry in 2001, mobile telephony has rapidly become the most popular method of voice communication in Nigeria.

Growth has been rapid that Nigeria was described as one of the fastest growing worldwide market for Mobile telecommunication.

Through the Nigeria Communication Commission (NCC) the regulatory body, the Nigerian Government modernized and expanded the mobile telecommunications network and services by granting global system for mobile telecommunication (GSM) license to three service providers in January 2001.

These providers included Mobile Telecommunication Network (MTN) Nigeria, Econet Wireless (now Airtel), and the first national carrier, NITEL (Mtel).

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