ABSTRACT

This study on the effect of advertising on telecommunication companies in Calabar Municiplity  is aimed at determining the effect of advertising media such as  radio, television, internet and Outdoor advertising on telecommunication companies in Calabar, Cross River State.. Based on the above theElaboration likelihood model (ELM), Information Integration theory and Information Processing Theory constituted the theoretical underpinning of the study. Furthermore, the survey research design was adopted in the study in order to enable the researcher to use a structured questionnaire to obtain data from 246 customers of Airtel, MTN and Glo in Calabar Municipality who have attained 18 years and above in age. The 246 customers constituted the sample size of the study and were drawn using the purposive/ judgmental nonprobability sampling technique. The data obtained from the respondents was analyzed using regression analysis. The result of the analysis revealed that advertising media such as radio, television, internet and outdoor all have a significant effect on telecommunication companies in terms of profitability and competitive advantage. Based on the above it was concluded that advertising has an effect on telecommunication companies in Calabar Municipality and as such, it was recommended that the various advertising media such as radio, television, the internet and the outdoor should be explored and adequately used because they tend to significantly affect the operations of telecommunications in Calabar Municipality in terms of profitability and competitive advantage.

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