Influence of Airtel Television Advertising on the Choice of Mobile Telecommunication Network by Students of Institute of Management and Technology, Enugu

Abstract

Advertising is charged with the responsibilities of promoting goods and services, thereby creating awareness about the product and, persuading target audience and influence patronage from consumers and prospective consumers. Television is one of the most powerful and influential medium of communication around the world. Most of the advertisers rely on television for advertisement of their products and services to attract the viewers across the globe. This study therefore, assessed the influence of Airtel television advertising on the choice of mobile telecommunication network by students of the Institute of Management and Technology, Enugu. Literatures were reviewed to provide empirical support to the study. The study was anchored on the Cultivation theory. The researchers adopted the survey research method for the study. A sample of 387 was drawn from a population of 11,525 respondents using the Taro Yamane formula. The measuring instrument of the study was the questionnaire structured into open-ended and close-ended questions and distributed to the sampled population. The research questions were analysed using simple percentage table. The researchers found that IMT Enugu students use Airtel network and exposed heavily to Airtel television advertisements. The study recommended that advertising messages should both be persuasive and reminder-oriented.