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

1.2 Statement of problem

1.3 Objective of the problem

1.4 Research questions 

1.5 Significance of the study

1.6 Scope of the study

1.7 Limitation 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

2.4 Response Process Model Exposure

2.5 Communication Process Decision

2.6 How to Implement Effective Communication

2.7 Analysis of Areas in Communication

2.8 The Role of Marketing Communication Mix

2.9 The 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

5.1 Summary

5.2     Conclusions

5.3    Recommendations

REFERENCE

APPENDIX

APPENDIX II