Keyword : Sales promotion, campaigns, communicative elements, telecommunication, customer, patronage
Author(s) : Benson R. Oke, PhD, Prof. Aniefiok J. Udoudo, PhD, Prof. Nkereuwem J. Udoakah, PhD , Nnaemeka I. Meribe, PhD & Godwin A. Benson, PhD
Abstract :
This study evaluates sales promotion campaigns on subscribers’ patronage of telecommunication products and services - and to what extent. It also seeks to examine whether communicative elements utilized in promotion campaigns help to stimulate subscriber patronage. Four research questions and two hypotheses guided the study. The data for the study were collected through interviews with the Airtel Area Business Manager and a survey of 380 subscribers of the company’s network in Akwa Ibom State, Nigeria. Findings suggest a correlation between awareness of sales promotion campaigns and subscriber patronage. Below-the-line media offer more mileage than traditional mass media when sales promotion campaigns are used to create product awareness. The study concludes that sales promotion campaigns if properly executed, are environmental or conditioned stimuli that reinforce favourable behaviour towards the promoted product or service. It is recommended that Airtel and allied firms be creative in the combination of promotion mix that they present to the subscribers to stimulate patronage and maintain a sustainable competitive advantage over many other network service providers in the competing environment.
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