ASSESSING MARKETING COMMUNICATIONS TOOLS EFFECTIVENESS TO THE TELECOMMUNICATIONS INDUSTRY IN NIGERIA
ABSTRACT
In assessing the effectiveness of marketing communication tools in the Nigerian telecommunications industry, attempts were made to: determine the extent marketing communications were applied by the telecommunications industry in providing service information; examine the degree the application of marketing communication by the telecommunications industry increases customers’ awareness of its service; determine the effect of marketing communications in the telecommunications industry in convincing and changing customers’ attitude towards its services; estimate the degree of marketing communication tools in the telecommunications industry in building company image; and determine if marketing communications is effective in enforcing brand loyalty in the telecommunications industry in Nigeria with various marketing communications activities, such as advertising, personal selling, publicity, public relations, sales promotion, etc, these firms have been able to ‘hypnotize’ their customers into sticking to their brand and ensuring that there services are ultimate, thus building corporate image. It is very resounding, therefore, to acknowledge the effectiveness and necessity of marketing communications activities in ensuring service provision, positive customer attitude, brand loyalty and building of corporate image. Based on the findings of the study it is recommended that; More emphasis should be placed on service information provision via marketing communication activities, as there is a dearth of information about the various services and packages of telecommunication firms among the service subscribers in Enugu State; Marketing communication activities should always be repacked, reviewed and developed upon to meet up with the changing needs of the customers as well as the level of technological advancement and competition; Newer, more technological-driven and scientific methods of marketing communication activities should be researched into by telecommunications firm that will put them at the top of the cutting edge technological innovation, thus ensuring amassing of clientele and ensuring brand loyalty; and Importantly, there should be regulations guiding the applicability of these marketing communication activities and the message content so as to avoid abuse and offensive or culturally sensitive message content.