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Businesses the world over rely on advertisements to promote their brands or products. This is largely seen as a way of creating awareness as pertains the value proposition of the business. Sometimes, competing business engage in ad wars as a way of undermining or whittling down the influence of competitors so as to gain an upper hand or leverage. Whereas the end users or consumers might be ignorant to the whims and manoeuvring of these businesses, they tend to admire the seeming ingenuity of some of these commercials. In recent times, the advertising space witnessed a series of ad wars which culminated in the “I don Port” commercial by MTN Nigeria. This research aims to evaluate the response of end users to this commercial vis-àvis celebrity endorsement which is embodied in the commercial. The survey methodology was adopted whereas GSM subscribers in Ajuwon/Alagbole in Ifo Local Government Area of Ogun State in Nigeria was the target audience. Results showed that such celebrity endorsements do little to improve the fortunes of businesses. The research findings also recommend that further studies should be done to ascertain if consumers who migrated (“ported”) to MTN from other networks, ported back to their original networks.

Impact of MTNs “I Don Port” Television Campaign on the Porting Decisions of GSM Subscribers