ABSTRACT
The study examined the impact of advertising on the
marketing of global system for mobile (GSM) in Osun State: An Appraisal of
Etisalat. The objective was to ascertain whether the advertisement has enhanced
the sales of GSM or not especially now that people find using expensive and
latest mobile phones for communication. Survey method was adopted and 120
questionnaires were administered within Osun state. Findings shown that television
is one of the most effective ways of getting GSM advert across the targeted
audience with the power to combining motion, sounds, words, color, personality
and stage setting to express and demonstrate significant features and
functionality on GSM and its products hence advertisement enhanced the sales of
GSM. Therefore, it is safe to conclude that advertising plays an important role
on changing the consumer behaviour and also provides new patterns for
purchasing or using any type of goods and services. It is the most convenient
way to reach the consumers. It is recommended that advertisers should avoid
illegal practice including lie or deceive device in convincing GSM users.
