EFFECTIVENESS OF USING IGBO LANGUAGE IN ADVERTISING OF MTN AND GLO NETWORK: A SURVEY OF OWERRI MUNICIPAL COUNCIL, IMO STATE, NIGERIA

The research work evaluated the effects of using Igbo language in advertising MTN and Glo networks among residents of Owerri Municipal Council, Imo State. The study had the following objectives: To find out if residents of Owerri Municipal Council were exposed to MTN and GLO advertisements created in Igbo Language; If the adoption of Igbo language in the advertisement created adequate awareness for the networks and if the use of Igbo language in the advertisement increased the patronage of the advertised networks. The dependency theory formed the framework on which the study was anchored. It adopted the survey research design and a total of 384 copies of the questionnaire were administered to the respondents. It was found among others that a significant number of Owerri Municipal residents were exposed to advertisements of MTN and GLO networks created in Igbo language. Also, the adoption of Igbo language in advertising the said networks created adequate awareness for them. Furthermore, it was found that the use of Igbo language in advertising the two networks led to increased patronage of the networks. The researchers therefore recommended that more companies should adopt indigenous languages in advertising their products and services