CHAPTER ONE

INTRODUCTION

1.1 Background of Study

In today’s highly competitive market, the ability to be ahead of another or at least at par with others is an essential ingredient for relevance. The face, nature and needs of present day business have drastically changed and so has the concept and practice of advertising.

In this era of intense competitive pressures, many firms are focusing their efforts on maintaining a loyal customer base. This is particularly true in the telecommunication industry where deregulation has created an environment that allows consumers considerable choice in satisfying their communication needs. Today, many network service providers are directing their marketing strategies towards increasing customer satisfaction, loyalty and improving their image through various advertising strategies.

Telecommunication operators are pursuing advertising and marketing strategy, because of the difficulty in differentiating based on the product and service offering. Typically, customers perceive very little difference in the product and services offered by network service providers.

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