ABSTRACT
The study examine the tracking the changes in advertising strategies: a comparative study of MTN Nigeria, the study aimed to investigate the reach and visibility of traditional and digital advertising methods, the level of consumer engagement and interaction facilitated by traditional versus new advertising methods use by MTN Nigeria, the cost-effectiveness of traditional versus new advertising methods for campaign performance used by MTN Nigeria and the impact of traditional versus new advertising methods on brand perception, customer loyalty, and market share for MTN Nigeria. The study was anchored on the Attention, Interest, Desire, Action AIDA Model). The descriptive study was used to analysed the quantitative, a sample size 400 respondents were used for the survey. The study conclusion that there are significant the reach and visibility of traditional and digital advertising methods use by MTN Nigeria. Majority , there is more reach in digital advertising by MTN, that there is more visibility in digital advertising by MTN, that the there is less reach in traditional advertising and there is there is more customer engagement in digital advertising by MTN, that there is there is more interaction in digital advertising than traditional advertising, that There is less customer engagement in traditional advertising by MTN and that the there is less interaction in traditional advertising. The result agreed with existing studies. The study recommended that advertising agencies should understand the type of advertising method suitable for a specific message so as to gain good visibility of the message, that advertising agencies should understand the type of advertising method with cost effective to drive sales through advertising and here is need to use mechanism that will help to measure ad performance for traditional and digital so as to maximize the usability,
TABLE OF CONTENTS
Title page - - - - - - - - -i
Certification - - - - - - - - -ii
Dedication - - - - - - - - -iii
Acknowledgments - - - - - - - -iv
Abstract - - - - - - - - -
Table of contents - - - - - - - -
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study - - - - - -
1.2 Statement of Problem - - - - - - -
1.3 Objective of the Study - - - - - -
1.4 Research Questions - - - - - - -
1.4 Significant of Study - - - - - - -
1.6 Scope of the Study - - - - - - -
1.7 Definition of Terms - - - - - - -
CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL FRAMEWORK
2.0 Introduction
2.1 Conceptual Review
2.1.1 Advertising Methods
2.1.2 Digital Methods of Advertising
2.1.2 Reach and visibility of traditional and digital advertising methods
2.1.3 Cost-effectiveness of traditional versus new advertising methods for campaign performance
2.1.4 Impact of traditional versus new advertising methods on brand perception, customer loyalty, and market share
2.2 Empirical Review
2.3 Theoretical Review
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design - - - - - - -
3.2 Population of the Study - - - - - -
3.3 Sample Size - - - - - - -
3.4 Sampling Techniques - - - - - -
3.5 Instruments of Data Collection - - - - -
3.6 Procedure for Data Collection - - - - -
3.7 Technique of Data Analysis - - - - -
3.8 Limitations of the Study - - - - -
CHAPTER FOUR: DATA ANALYSIS, PRESENTATION AND DISCUSSION OF FINDINGS
4.1 Data Presentation - - - - - - - -
4.2 Data Analysis - - - - - - -
4.3 Discussion of Findings - - - - - -
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary - - - - - - - -
5.2 Conclusion - - - - - - - -
5.3 Recommendations - - - - - - -
REFERENCES - - - - - - - -
APPENDIX (Questionnaire) - - - - - -
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
The telecommunications industry in Nigeria is highly competitive, with companies vying for market share and consumer attention through various advertising strategies. Traditional advertising methods, such as television commercials, print ads, and billboards, have long been the norm in the industry. However, in recent years, companies like MTN Nigeria have adopted model advertising approaches, leveraging brand ambassadors, influencers, and experiential marketing to create deeper connections with consumers. Business running, gaining profit, connecting customers and marketers in a chain, and selling products or services involving research and advertisement are all about marketing. Advertising always helps the industry to have potential and loyal customers and confirm profit by selling products or services to customers. According to AMA (2012), advertising is the coordinated effort to create, share, and exchange offerings that have value for target audiences (consumers, business partners, and society at large). advertising aims to generate long-term value and customer loyalty by carefully studying target markets, developing offerings that cater to those markets, and cultivating loyal customer relationships. To successfully advertise a product or service, one needs in-depth knowledge of consumer psychology, market trends, and competitive dynamics and the ability to design and implement marketing strategies that set the company apart. (Britannica 2023).
Traditional advertising methods rely on mass media channels to reach a broad audience. Television commercials, radio spots, print ads in newspapers and magazines, and outdoor advertising such as billboards and transit ads are commonly used by companies in the telecommunications industry. These methods offer wide reach and visibility but may lack personalization and engagement compared to newer advertising approaches.
As a result of the rise of digital advertising, many businesses today employ conventional and digital advertising tactics to reach their target audience. Although modern marketing is commonly considered an innovative combination of strategy and technology, this was only sometimes the case. Modern marketing has come a long way, beginning with the simple goal of selling products and services. (Hardy 2016)/ As part of this effort, the country is now expanding web-based businesses, which can significantly reduce business and production costs, promote products and services, and positively impact the economy. Digital advertising has introduced new business concepts such as innovative business models, marketing channels, technological pathways, and a broader advertising environment that differentiates it from other industries, creates competition and innovation, expands business scope, and improves overall economic efficiency. As a result, digital marketing in Bangladesh has immense growth potential., (Karmakar 2023). Digital advertising has facilitated labour migration by creating new opportunities for work and providing access to online banking, mobile phones, and information exchange, making everyday life more comfortable and accessible,. (Zaman 2019).
With its many years of usage, traditional marketing has seen a great deal of evolution. The advertising strategy of "product placement," in which products are extensively promoted in media like movies and TV shows, gained popularity in the 1980s. Traditional advertising strategies have stood the test of time because of their ability to reach large numbers of people with relatively little investment. Other forms of advertising have emerged in recent years, such as experiential, event, and influencer marketing, but traditional marketing is still alive and well. Traditional marketing will evolve to fit the demands of organisations and consumers as technology and consumer behaviour develop. (Smith 2023). Promoting a product's or service's qualities and benefits to a large target audience is essential to the traditional advertising approach.
In response to consumers' growing dependence on digital devices like smartphones and tablets, businesses have experimented with new forms of advertising, resulting in the emergence of the digital market (American Marketing Association 2023.) The highly successful firm employs digital marketing 8 strategies like websites, mobile devices, computers, Google, and YouTube to attract new customers. Data and information are available on the company website (Copress 2017). Marketing in the digital sphere is highly dynamic and constantly evolving. Marketers' strategies frequently evolve to meet the needs of consumers and stay competitive. One such illustration is the market for social media. Business owners may use social media platforms like Facebook, Instagram, and YouTube to create content and reach a wider audience. Digital marketing aims to attract customers by satisfying their informational and entertainment-based wants and requirements with high-quality content.
Businesses may expand their audience, raise brand awareness, boost website traffic, create leads, and boost sales using digital platforms. Many companies are adopting digital marketing to benefit consumers who can now easily and quickly compare offerings from various vendors. Consumers can learn everything they need about the items and services without visiting multiple stores.(Yasmin, Tasneem and Fatema 2015) The capacity to assess and track results in real-time is a significant boon of digital marketing. It is much easier for firms to monitor their digital advertising strategies' efficacy and make any necessary real-time adjustments. Because it allows firms to contact their target demographic with greater precision and efficiency than traditional marketing methods, digital marketing also provides a more cost effective strategy. Organisations can benefit from increased capabilities, innovation, and rapid expansion if they adopt a digitally agile approach and regularly analyse their digital maturity. Regarding return on investment, please highlight the initiatives and actions that produced the most noticeable results.
Several new developments in science and technology will likely impact the direction digital marketing takes in the future. AI and ML will be pivotal in enhancing the precision and effectiveness of targeted marketing campaigns. Businesses will increasingly use data and AI to personalise marketing messages for specific customers based on their tastes and actions. As a result, VR/AR will likely become increasingly popular, allowing companies to provide customers with more interactive and realistic brand experiences. With the rise of voice search and intelligent speaker technologies, digital marketing will also become increasingly focused on ensuring that a company's content is returned in speech-related searches. Moreover, blockchain technology will influence the functioning of digital advertising, likely making it safer and more transparent. Social media is expected to remain an essential digital advertising medium, with companies concentrating on developing more interactive and exciting content to foster deeper connections with customers. In the end, firms will use a mix of data, technology, and original content to provide customers with a more tailored and engaging digital marketing experience. (Davis 2022).
MTN Nigeria has embraced a model advertising approach that focuses on leveraging brand ambassadors, influencers, and experiential marketing to connect with consumers on a more personal level. The company has enlisted popular celebrities and influencers to endorse its products and engage with consumers through social media, events, and interactive experiences. This approach aims to create emotional connections with consumers and foster brand loyalty through authentic and relatable marketing campaigns. MTN Group Limited, commonly known as MTN, is a multinational telecommunications company headquartered in Johannesburg, South Africa. Established in 1994, MTN has grown to become one of the largest mobile network operators in Africa and the Middle East, with a presence in over 20 countries across the region. Nigeria is the largest users of MTN services in Africa.
1.2 Statement of Problem
The telecommunications industry in Nigeria is characterized by intense competition, rapid technological advancements, and evolving consumer preferences. In this dynamic landscape, companies like MTN Nigeria are continuously seeking effective advertising strategies to promote their products and services, build brand awareness, and engage with consumers. Traditionally, companies in the telecommunications sector have relied on conventional advertising methods such as television commercials, print ads, and billboards to reach their target audience. However, with the emergence of new digital platforms and changing consumer behaviors, there has been a shift towards innovative advertising approaches that leverage influencers, experiential marketing, and digital channels to connect with consumers on a more personal level.
Despite the proliferation of new advertising methods, the effectiveness of these approaches compared to traditional methods remains a subject of debate and inquiry. While traditional advertising methods offer wide reach and visibility, they may lack the ability to engage with consumers in meaningful ways and create lasting brand impressions. On the other hand, new advertising methods, such as influencer marketing, social media campaigns, and experiential activations, have the potential to foster deeper connections with consumers and drive engagement through personalized and interactive experiences. However, the relative effectiveness of these approaches in the context of Nigeria's telecommunications industry, particularly for companies like MTN Nigeria, remains underexplored. Hence, the study seek to established comparative examine of traditional and new methods of advertising use by MTN Nigeria.
1.3 Objectives of the Study
The primary objective of the study is is to assess and compare the effectiveness of traditional versus new methods of advertising employed by MTN Nigeria in promoting its products and services. Specifically, the study aims to
- Investigate the reach and visibility of traditional and digital advertising methods use by MTN Nigeria.
- Explore the level of consumer engagement and interaction facilitated by traditional versus new advertising methods use by MTN Nigeria.
- Ascertain the cost-effectiveness of traditional versus new advertising methods for campaign performance used by MTN Nigeria.
- Examine the impact of traditional versus new advertising methods on brand perception, customer loyalty, and market share for MTN Nigeria.
1.4 Research Questions
- What is the reach and visibility of traditional and digital advertising methods use by MTN Nigeria?
- What is the level of consumer engagement and interaction facilitated by traditional versus new advertising methods use by MTN Nigeria?
- What is the cost-effectiveness of traditional versus new advertising methods for campaign performance used by MTN Nigeria?
- What is the impact of traditional versus new advertising methods on brand perception, customer loyalty, and market share for MTN Nigeria?
1.5 Significance of the Study
By addressing these research questions, this study aims to provide empirical evidence and insights into the comparative effectiveness of traditional and new methods of advertising adopted by MTN Nigeria. The findings of this study will not only contribute to academic literature on advertising effectiveness but also offer practical implications for advertising practitioners, advertising agencies, and policymakers in the telecommunications industry in Nigeria and beyond.
The significance of the study lies in its potential to provide valuable insights and practical implications for various stakeholders involved in the telecommunications industry, advertising sector, academia, and policymaking. The significance of the study can be delineated as follows: The study's findings will provide telecommunications companies, including MTN Nigeria, with empirical evidence on the effectiveness of traditional versus new methods of advertising. This information will help companies make informed decisions about allocating their advertising budgets and developing effective marketing strategies to promote their products and services.
Improving ROI and Cost-Effectiveness: Understanding the cost-effectiveness and ROI of traditional versus new advertising methods can help companies optimize their advertising spend and maximize the return on their investment. By identifying the most efficient channels and tactics, companies can allocate their resources more effectively and achieve their marketing objectives within budget constraints. The study's findings can serve as a guide for marketing practitioners, advertising agencies, and brand managers in developing and implementing advertising campaigns. Insights into the relative effectiveness of different advertising methods can inform decision-making processes, creative development, media planning, and campaign evaluation.
The study contributes to academic literature on advertising effectiveness, particularly in the context of the telecommunications industry and emerging markets like Nigeria. By providing empirical evidence and insights into the comparative effectiveness of traditional and new advertising methods, the study adds to the body of knowledge on marketing communication strategies and consumer behavior.
1.6 Scope of the Study
The study is limited to three scopes. The contextual scope covers assess and compare the effectiveness of traditional versus new methods of advertising employed by MTN Nigeria. The geographical scope covers Asaba and periodic scope is limited to 10 years where covers 2013 to 2023.
1.7 Definition of Terms
Advertising: Advertising is a marketing communication strategy aimed at promoting or selling a product, service, or idea. It involves creating messages or content that are designed to capture the attention of a target audience and persuade them to take a particular action, such as making a purchase, signing up for a service, or adopting a certain belief or behavior.
Traditional Advertising: Traditional advertising methods refer to the conventional forms of marketing communication that have been used for decades to promote products or services. These methods typically involve mass media channels and offline platforms to reach a broad audience.
Digital Advertising: New advertising methods refer to innovative approaches and channels that have emerged in the digital age, often leveraging technology and online platforms to reach and engage with audiences in novel ways
Advertising Strategies: Advertising strategies are comprehensive plans or approaches designed to promote a product, service, or brand to a target audience effectively. These strategies involve a series of coordinated actions aimed at achieving specific marketing objectives. Advertising strategies encompass various elements, including messaging, channels, timing, budget allocation, and measurement.
Comparative Study: A comparative study is a research method used to analyze and compare similarities and differences between two or more subjects. It's a valuable tool in various fields, allowing researchers to gain a deeper understanding of the subjects being compared.
Tracking: Tracking in its most general sense is the act of following or keeping tabs on something. Here are some specific ways tracking is used
Tracking Changes: Tracking changes is a feature found in many word processing programs, like Microsoft Word. It allows you to see edits made to a document and who made them. It's like having an edit history for your document.
