ABSTRACT
The research purpose is to evaluate economic impact of marketing communication mix on the Nigerian telecommunication industry” a study of mtn Nigeria in imo state Economic impact of marketing communication mix on telecommunication industry cannot be over emphasized. At the heart of management lies a fundamental requirement of being able to communicate. The way buyers respond to sales or the introduction of a new commodity like MTN in the market has always been a source of interest to both manufacturers and sellers alike. For years past manufacturers of MTN have spent colossal some of money conducting, investing/research to determine the best way to relate information mix which involves; advertising, personal selling, sales promotion and public relation (corporate social responsibility). In spite of all laws and regulations guiding marketing communication mix many consumers still complain that communication mix is deceitful. Causes like in price of telecommunication product because a huge amount is being used in implementing the communication mix. It is apparent that a lot of problems are facing communication industry as regards communication mix. It is accepted in this study that one of the major factors that have negatively and significantly affected the performance (sales volume/number of customers) of MTN and entire telecommunication industry is poor application of marketing communication mix.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
1.2Statement of problem
1.3Objective of the problem
1.4Research questions
1.5Significance of the study
1.6Scope of the study
1.7Limitation of the study
CHAPTER TWO
2.0 Literature Review
2.1 The Component of Marketing Communication
2.2 Meaning of Marketing Communication Mix
2.3 The Communication Process Model
2.4Response Process Model Exposure
2.5Communication Process Decision
2.6How to Implement Effective Communication
2.7Analysis of Areas in Communication
2.8The Role of Marketing Communication Mix
2.9The Relationship Between Marketing and Marketing Communication
CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 Research Design
3.2 Sources/Methods of Data Collection
3.3. Population and Sample Size
CHAPTER FOUR
4.0 PRESENTATION AND ANALYSIS OF DATA
4.1 Data Presentation
4.2 Presentation of Data
CHAPTER FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATION
5.1Summary
5.2 Conclusions
5.3 Recommendations
REFERENCE
APPENDIX
APPENDIX II
