Suleiman, Garba2023-12-142023-12-142017-12-12Suleiman, G. (2017) An Evaluation of the Role of Advertising Strategies on Contemporary Marketing of MTN Office, Lafia, Nasarawa Statehttps://keffi.nsuk.edu.ng/handle/20.500.14448/6686This paper explores the role of advertising strategies on contemporary marketing, using MTN office in Lafia, Nasarawa State as a case study. A survey design with the aid of close-ended questionnaires was utilized in eliciting information from the study for the purpose of data analysis; hence, a random sampling technique was used to select respondents. Using the secondary source of data, the study evaluated the relevance of advertising strategies in enhancing the sale of products and sendees amidst contemporaiy marketing environment, paying particular attention to MTN. The development communications as well as the social marketing theories were both adopted to provide a theoretical base to the study. Four hundred copies of the questionnaires were administered to respondents and 392 were retrieved while a total of eight suffered mortality as a result of wrong completion and negligence to return them respectively. Findings were reduced into percentages for analysis, interpretation and discussions. Findings however revealed that advertising strategies have a great deal of impact on contemporary marketing of MTN products and sendees in Lafia due to the fact that it ensures constant provision of information to customers of the available services, increase in the number of its promotional offers, enhancement of significant- increase in sale of products and sendees, profit maximization for the company, wider range coverage and quality of services among others. This is because of the inherent potentials of advertising strategies in sustaining business establishments to educate and inform members of the general public on products and services available in the market and generate a lot of income for such establishments. The study concluded that, advertising strategies on contemporary} marketing of MTN products and services in Lafia have a great deal of impact on prospective and existing customers as they help persuade them to patronize the products and seivices rendered by the company; hence MTN adopts the use of advertising strategies regularly to constantly provide information and awareness to prospective and existing subscribers so as to be able ■ to maximize sales and this goes a long way in positively impacting the decision of the target audience. The research recommended that, advertising strategies contemporary marketing; hence, they should be constantly and rightfully adopted by MTN and other business organizations and encouraged in marketing of products and sendees since they better appreciated and the messages can sink better with all the educated and the uneducated.en-USAdvertising, Advertising Strategies, Marketing, MTN NigeriaArticle