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ABSTRACT
This study examines the influence of telecommunication advertisements on students’ perception and preference for GSM services in Kogi state tertiary institutions. The study emerged from the backdrop of increasing complaints about poor GSM services in Nigeria, and the assumption that advertising could help in shaping perceptions and choice of GSM networks among active users and subscribers. The study was aimed at making an empirical contribution to existing understanding of the level of influence advertising has on consumer behaviour in the telecommunication industry. The study was based on the presupposition of the source credibility and hierarchy of effect theories. The survey method as adopted for the study using a multi-stage sampling method in which institutions were randomly selected and research instruments purposively administered to the respondents. The survey received a 95 per cent response rate from a sample of 381 of 400 drawn from 4 out of the 13 tertiary institutions in Kogi state using a multi stage sampling method in which these institutions are divided into strata and each stratum was purposively selected. Data gathered were analyzed using Statistical Package for Social Sciences (SPSS). Results were analysed using percentage frequency, mean and standard deviation while the association between the level of advertising influence and preferences was tested using Pearson correlation analysis. Chi-square test was also carried out to test association between GSM service preference and demographic variables. Overall results show a strong positive association between the level of advertising influence and respondents’ preference for GSM service. Finding also shows that the message of the advertisement was considered the most appealing element in the advertisement that influences students GSM patronage. Furthermore, there is analysis showed a low user approval rate (perception) of GSM prepaid advertisements and also highlights other extra advertorial intervening factors apart from advertising that equally influence students’ GSM patronage. The study concludes that since there is a strong positive relationship between the level of advertising influences and sstudents’ preference for GSM services, such influences may affect their perceptions of the advertisements which in turn may determine GSM service they will eventually subscribe to. It therefore recommends that GSM advertisement messages should be factual, accurate and realistic since such messages affect perception and preference for GSM patronage.
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CHAPTER ONE
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SIMILAR MASS COMMUNICATION FINAL YEAR PROJECT RESEARCH TOPICS
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1. CRITICAL APPRAISAL OF THE ROLE OF NATIONAL BROADCASTING COMMISSION (NBC) IN CONTROLLING THE PERFORMANCE OF BROADCAST INDUSTRY IN NIGERIA
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY The human society we live in is that of law and ethics, control and regulations. In essence there...Continue Reading »Item Type & Format: Project Material - Ms Word | 56 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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2. THE IMPACT OF PHONE-IN PROGRAMMES IN SENSITIZING THE ELECTORATE, A CASE STUDY OF OSUN STATE BROADCASTING CORPORATION
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY The need to introduce the effect programmes in sensitizing the electorate as necessitude the writ...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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3. POVERTY ALLEVIATION PROGRAMME AS A STRATEGY OF IMPROVING NIGERIA’S ECONOMY
» CHAPTER ONE INTRODUCTION 1.1 Background of the study A major global human problem of our time which along with the environmental threats that weighs h...Continue Reading »Item Type & Format: Project Material - Ms Word | 61 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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4. IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR
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5. ASSESSMENT OF AFRICAN TRADITIONAL FORMS OF COMMUNICATION IN MARRIAGE AMONG THE JUKUNS IN SOUTHERN TARABA STATE, NIGERIA
» ABSTRACT In Assessing the African Traditional Forms of Communication in Marriage among the Jukuns in Southern Taraba State, as a result of scanty lite...Continue Reading »Item Type & Format: Project Material - Ms Word | 136 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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6. PROSPECTS AND CHALLENGES OF CAMPUS BROADCAST STATION IN NIGERIA; A CASE STUDY OF UNILAG FM
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY The personal and unilag character of radio makes it one of the most appealing and universal mass ...Continue Reading »Item Type & Format: Project Material - Ms Word | 93 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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7. AN ASSESSMENT OF NTA NATIONAL INTEGRATION PROGRAMME
» CHAPTER ONE 1.0 INTRODUCTION The role of the media, particularly, television in advancing national integration is pivotal. Television has become a ver...Continue Reading »Item Type & Format: Project Material - Ms Word | 70 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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8. THE ROLE OF PUNCH NEWSPAPER IN CREATING AWARENESS AGAINST DRUG ABUSE (A case study of selected residents in Lagos Nigeria)
» CHAPTER ONE INTRODUCTION 1.1 Background to the Study Mass media have been a major agent of socialization and tool for social change especially now tha...Continue Reading »Item Type & Format: Project Material - Ms Word | 54 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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9. NEWSPAPER AND TELEVISION AS AN AGENT OF SOCIAL DEVELOPMENT (A CASE STUDY OF ADABA COMMUNITY)
» ABSTRACT This work is designed to study how dwellers use Newspaper and Television messages to effect social change. It is pertinent to note that Newsp...Continue Reading »Item Type & Format: Project Material - Ms Word | 76 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
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10. A SURVEY OF THE LANGUAGE OF NEWSPAPER ADVERTISEMENT (A CASE STUDY OF THE VANGUARD NEWSPAPER)
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