For a company to excel above others in the competitive market, such a company must surely value the importance of advertising.
Onyebuagu (1995:365) is of the opinion that the immediate purpose of advertising is not physically to bring buyers and sellers together but to communicate sales-motivation information, ideas and suggestions to particular target prospects or customers so as to increase the probability to make sales. This explains why some companies invest huge amounts of money in advertising, to ensure that their products are brought to the knowledge of the consumers who will reciprocate by patronizing such products. Irrespective of a product, without adequate advertisement to compliments the efforts of other promotional tools such products may not sell, where it does, its continuity is in doubt.
Advertising to some extent is the most visible element of promotional mix which at the same time attracts must of controversial system to it’s impact on consumer buying decision. Among the firms promotional decisions is media selection and scheduling decision these involves determining the best medium or means to deliver and advertising message to the prospective consumers or customers.
According to Ebue’s media selection (2000:1000) it is the means by which advertiser reach their target audience with advertisement messages one of the major factors the firm must consider media selection is housing an in-depth knowledge and understanding of the media characteristic which is the standpoint for selecting a given medium from a whole lot of available media. These media are newspapers, magazines, radio, direct mail, outdoor and television. Advertising is an important medium for creating consumer awareness for goods and services.
In the view of Adirika E.O (2001:161) The role of the media on new product launch it is the media which will help in transmitting the pre-present and post launch information found near. It is the media which will help in transmitting the pre-present and post-launch information found near.
A firms choice of advertising as a vehicle a means of achieving it’s advertising objectives is a function of selectivity, the vehicle, ability to reach it’s specific target audience/market, it’s penetration and courage ability. The total number of the target audience that can be exposed to a message, it scheduling flexibility in terms of had time, cost which could be relative or absolute, editorial climate production quality and life span and the degree of acceptability and co-operation a medium can achieve among advertising intermediates.
Given all these characteristic, advertising has an edge over the media through it’s unique ability of combining vision, audio, and motion reach a large audience at a time with a simple message.
Ebue (2000:103) observed that, these are achieved through its ability to create drams, suspenses, colour and emotion.
Edoga and Ani (2000:274) stated that advertising has the following advantages.
Edoga and Ani (2000: 274), stated that advertising has the following disadvantages
In recent times, advertising has becomes a veritable promotional medium for firms to achieve their marketing communication objectives, particularly in the marketing of GSM products/services.
At this point, it is obvious that the competition faced by Etisalat is severe as other competitors are trying to take up part of their market share.
Also many customers complain of not being exposed to the television advertising moreso, there is problems in communication since most of the villagers cannot understand the universal English currently used, consumers also complained that thy are not really exposed to advertising. Most often there would be power failure this affecting the advert message more over some of these customers cannot afford advertising more especially those in remote areas of the state.
Advertising here in Enugu State, Bill boards are removed whenever the local government feels that the companies that owns them are not measuring up in terms of payment, as it is a source of revenue to the local government. Also, posters if used does not last and may reach a limited target audience. Television stations here in Enugu State starts operation late in the evening on like other places like Lagos and Abuja which starts early enough or even operate till day break, thus most of the consumers who would have loved to watch television programmes were not exposed. There is also completion in the market, each of these firms in the market tries to out smart other thus in this project work, researcher identified the problems associated to advertising in a new product development of Etisalat Nigeria Plc.
Impact of Advertising in the New Product Development of Estisalat Nigeria Plc
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This study will only investigate the advertising on the marketing of Etisalat GSM services in Enugu State. However, in the view of limited resources, time and other constraints emphasis was placed on Etisalat GSM 0818 service/product within the state.
Marketing – Marketing is the management process responsible for identifying anticipating and satisfying customers requirements profitably.
Advertising: Has been described as any paid form of impersonal communication about ideas goods and service or an organization by an identified sponsor. It is paid because the space for the advertising message must be bought.
New product- This is a new product which perceived as such by the consumer or which the firm has no previous experience. This permit the inclusion of variances in existing products and their packing as well as initialing new products so as new product must sufficiently different from existing alternations to constitute the basis for genuine consumer preference. (According to Adirika E.O 1998:60).