The Impact of Television Advertisement of ‘always’ on Consumers Choice of Sanitary Towel.
ABSTRACT
This research is on the impact of Television advertisement of Always on consumers choice of sanitary towel (A study of federal polytechnic Oko).
This study is designed to find out how the consumers of this product react to the television advertisement of ‘Always’ whether it affects their choice of sanitary towel.
The presumption of the research was that television advertisement affects this consumers choice of sanitary towel greatly because of its uniqueness of combing sight and sound as well as demonstration.
But the researcher base was on the staff and students of federal polytechnic Oko Orumba North L.G.A. the intention was to find out what extent does television advertisement influences them to change their buying decision, it has been observed that students have time to watch television adverts and filter media message to the best of their knowledge.
Therefore, this study found out whether they are unfounded or bases on facts.
TABLE OF CONTENTS
TITLE PAGE i
APPROVAL PAGE ii
DEDICATION iii
ACKNOWLEDGEMENT iv
TABLE OF CONTENTS v
ABSTRACT viii
LIST OF TABLES
Chapter One:
1.0 INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 4
1.2 STATEMENT OF THE PROBLEM 6
1.3 OBJECTIVE OF THE STUDY 7
1.4 SIGNIFICANCE OF THE STUDY 8
1.5 RESEARCH QUESTION 9
1.6 SCOPE OF THE STUDY 9
1.7 LIMITATION OF THE STUDY 10
1.8 DEFINITION OF TERMS 11
Chapter Two:
LITERATURE REVIEW 13
2.0 INTRODUCTION 13
2.1 ADVERTISING AND THE MARKETING MIX. 23
2.2 ADVERTISING AND CONSUMERS CHOICE 25
2.3 DEVELOPMENT OF MODERN ADVERTISING 26
2.4 PURPOSE OF ADVERTISING 27
2.5 SUMMARY OF LITERATURE REVIEW. 30
Chapter Three
RESEARCH METHODOLOGY 32
INTRODUCTION 32
3.1POPULATION OF THE STUDY 32
3.2 SAMPLE 33
3.3 SAMPLING TECHNIQUE 33
3.4 INSTRUMENT FOR DATA COLLECTION 35
3.5 METHOD OF DATA ANALYSIS 36
3.6 VALIDITY AND RELIABILIT 37
Chapter Four
DATA PRESENTATION AND ANALYSIS 38
4.1DATA PRESENTATION 38
4.2 DATA ANALYSIS (RESEARCH QUESTION) 45
Chapter Five
SUMMARY, CONCLUSION AND RECOMMENDATIONS 48
5.1 SUMMARY OF THE FINDINGS 48
5.2 CONCLUSION 48
5.3 RECOMMENDATIONS 49
5.4 SUGGESTION FOR FURTHER STUDIES 50
REFERENCES 51
APPENDIX A 53
QUESTIONNAIRE 54
INTRODUCTION
Advertising can be defined as any paid form of non-personal presentation and promotion of ideas, gods and services by an indentified sponsor. Advertisement can be defined as the demonstration of products on usual form.
It is a known fact that sanitary towel products are numerous and at a point in time it will be of interest to the public to know the impact of television Advertisement especially “Always” which is daily advertised on NTA television. This study gives account of how consumers of “Always” react after watching the advert of “Always”.
Television Advertisement permits our ladily lives. It has come to be credited by most people as being the savior of certain companies at the state time, the execution of others sometimes, people view it positively and other times, they curse it, some of it are said to inform, persuade or entertain while deceive or insult.
These characteristics make it incumbent on any marketer wishing to sell goods to properly create and maintain a market product. A product can be ideally projected and yet fail to achieve desired success by not winning customers acceptance for the following reasons:
When the product cannot be obtained conveniently. When the potential customers are not acquainted with the benefit of the product. When the marketers could not convince the customers that their need for the product.
A marketer in this situation tries to find some means of communicating effectively with potential customers for the dual purpose of acquainting them with the characteristics possessed by the product and informing them as the subject of advertising which is most accessible means employed by marketers to present promotional messages.
REFERENCES
American impact Association A. I. A Mgt et al, (1981). Advertising procedure, mc Graw Hill publishing Company Ltd. Inc. New York, 4th edition pg 43.
Winker et al. Marketing and the function of Advertising pg 10. Winker et al the same with no 3.
Station J.W (1976). Fundamentals of marketing 6th edition, pg 414.
Wihs L.winter published study on ”the impact of Advertising on press freedom”
Daniel starch (1984). Revised work on “The impact of advertising Agency Journal.
Daniel starch (12969). The relationship between advert readership and purchase behavior.
Effiong J. Etuk (1985) Unpublished paper pg 20
Mile Eso. The impact of advertisement on consumers.
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