ABSTRACT
The major thrust of this work is to assess the value of television advertising in promoting brand loyalty; using Etisalat Easy Starter campaign in the Benin Metropolis. This work is divided into five chapters, using the survey method a quantitative tool of data analysis. This study helps to show the importance of television advertising in ensuring customer’s loyalty. This research work also helps Etisalat company to know if the people of Benin are exposed to their TV commercials or not. It also helps the Etisalat Company to know how subscribers perceive the Easy starter commercials. Many literary works and concepts were reviews. The questionnaire approach was also employed to ensure that varying and various shades of opinion about the subject of the research were obtained. One hypothetical question was formulated and tested using the chi-square technique at 0.05% probability level for appropriate inferences. This therefore is a research work that breaks down the effect of television advertisement in promoting brand loyalty to the Etisalat network with particular reference on the Benin metropolis, Edo state.
TABLE OF CONTENTS
Title page i
Declaration ii
Certification iii
Dedication iv
Acknowledgement v
Table of contents vi
List of tables viii
Abstract x
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problem 7
1.3 Objectives 8
1.4 Research Questions 9
1.5 Research Hypothesis 9
1.6 Significance of the Study 10
1.7 Scope of the Study 10
1.8 Operational Definitions of Significant Terms 11
CHAPTER TWO: REVIEW OF LITERATURE
2.1 Introduction 12
2.2 Review of Concepts 12
2.2.1 Taking A Look AT Television 13
2.2.2 History of Television Development 15
2.2.3 Functions of Television 16
2.2.4 Emergence of Television in Nigeria 17
2.2.5 The Nature of Advertising 20
2.2.6 History of Advertising 22
2.2.7 History of Advertising in Nigeria 26
2.2.8 The concept of brand loyalty 28
2.2.9 Etisalat Mobile in Nigeria 31
2.2.10 Etisalat Easy Starter Campaign in Nigeria 34
2.2.11 Assessing the Value of Television Advertising in Promoting Brand
Loyalty, using Etisalat Easy Starter campaign in the Benin Metropolis 36
2.3 Review of Related Studies 38
2.4 Theoretical Framework 40
2.5 Summary 41
CHAPTER THREE:
3.1 Research Method 42
3.2 Research Design 42
3.3 Population of Study 43
3.4 Sampling Technique and Sample Size 44
3.5 Description of Research Instrument 46
3.6 Validity and Reliability of Data Gathering Instrument 47
3.7 Method of Data Collection 47
3.8 Method of Data Analysis 48
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction 50
4.2 Testing of Hypothesis 66
4.3 Discussion of Findings 69
CHAPTER FIVE:
5.1 Introduction 73
5.2 Summary of Findings 73
5.3 Conclusion 74
5.4 Recommendation 75
5.4 Suggestions for Further Studies 76
References 77
Appendix A 79
Appendix B 81
