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.
