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.
Stereotypes and Its Influence on the Course of Study Choice and Communication Skills of First-Year Students of Christopher University
Philip Teniola David; Ayoola Olalekan Ajasa, Ph.D; Adejoke Adekanmbi, Ph.D & Aderinola Babatunde
Information Literacy Skills: Prerequisite for Library Resources Use by Public Secondary School Students in Oyo State, Nigeria
Touitou, Tina C., PhD; Ambassador-Brikins, Helen O.C., Ph.D; Owolabi Ruth Onajite, PhD & Adekunle, Janet Oluyemi, PhD
Bollywood Movie, Dubbing, Subtitling, Nigerian Yoruba Language and Audience Perception
Adeyemo Saheed O.A. & Adeyemi A. Ridwan, PhD.
Audience Perception of the Influence of Abrahamic Mission Programme of Radio Nigerian Network on Religious Intolerance
Greatandy Victor Iguoba & Onyedikachi Stanley Onovo, PhD
Utilisation of Social Media for the Promotion of Exclusive Breastfeeding among Nursing Mothers in Rural Communities in Akwa Ibom State
Benson Reuben Oke & Helen Ijeoma Nwachukwu
Women Awareness of Endometriosis Misdiagnosis through Mass Communication Strategies in Wukari LGA, Taraba State
Agabison Dorcas;? Okpoko C.C.? & Lazarus Siman
Newspaper Framing of Fubara-Wike Political Crisis in Nigeria’s Fourth Republic: A Comparative Analysis of Daily Sun, The Punch and Vanguard Newspapers
Ezemba Assumpta Onyinyechi
Content analysis of select Nigerian newspapers' Reportage of #EndbadGovernance Protest
Lega Agbadu Hassan;? Prof. T.M Akase? & Dr. Anthony Ogande
Application of Public Relations Strategies in the Management of Patients at Federal Medical Centre and Benue State University Teaching Hospital, Makurdi
Inja, Ndernen? & Nyitse, Gabriel T., PhD
Influence of Billboard Advertisements on Audience Awareness of Insecurity Issues in Nigeria: A Study of Edo State Residents
Blessed Frederick Ngonso, PhD?; Peter Eshioke Egielewa, PhD?; Betcher Osaguona Ekhosuhun, Esq.? & Ekwe Okwudiri, PhD
Promotion and Patronage of Products of Access and Zenith Banks by Customers in Akwa Ibom State
Nsikak Solomon Idiong? & Blessing Ufot Urua•
Language and Ideologies in Selected Advertising Posters of MTN and Orange from Dschang and Bafussam (Cameroon), 2024-2025
Dohseh Abigail Gabwa & Afutendem Lucas Nkwetta
Preliminary Pages for IJALMS
IJALMS Editorial Crew
FRSC SPEED LIMIT IN THE COURT OF PUBLIC OPINION: A SURVEY OF ENUGU STATE RESIDENTS
Dr. Maxwell M. Ngene
Appraisal of the Influence of Globalization on Local Cultural Identity in Nigeria
Omavuaire Lucky Edewor, Ph.D; & Collins Kediehor, PhD