(A SURVEY OF RIVERS STATE)
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ABSTRACT
The study has examined the effectiveness of television advertising on consumer goods purchase in Nigeria. The main objective of the study is to evaluate the effectiveness of television advertising on consumer goods purchase in Nigeria. The specific objectives are as follows, to determine whether consumers are aware of products and services available in the market through its advertising medium, to find out the positive and negative effect of television advertising on the purchase and consumption of consumer product in Rivers state, to ascertain if an increase in advertising efforts necessarily leads to an increase in sales volume of consumer product Rivers State, to make recommendations that will help corporate organizations improve television advertising in Rivers State. Related literature was reviewed on the subject matter. The sample size of this study is judgmental sample of 75 respondents which comprise of users of television advertising in Port Harcourt metropolis. In order to test the validity of already stated hypothesis, the Pearson product-moment correlation coefficient will be used to test the hypotheses. Based on the findings of the study, summary conclusion and recommendations were made that In order for manufacturing companies to increase their market share and increase their sales volumes respectively, they must first of all increase successful execution of quality advertisements, organizations should increase spending on television advertising so as to help their product and services reach the targeted customers, much need to be done in the area of creating awareness about the availability of products, the price and their quality. Firms should organize public exhibitions and talk show and make product accessible to all customers. In addition, they should improve their product quality to justify the benefit of product. This way, customer interest would be aroused and it should be done through television advert, management of firms in Nigeria should understand the effectiveness of television advertising improved performance of consumer goods purchase in Nigeria.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In the world of marketing in recent time, it is not enough to produce a product, package it attractively, and price it right, effectively distribute and display it to adequately meet the need of the consumers. The company should also let the audience know about the existence of the product; the company must communicate the to it’s target market. This involves giving information about the product existence, features, and benefits and how it can be obtained by it’s target audience.
Effective communication is a part of a company’s promotional activities, and may also be referred to as co-ordinated seller’s initiated effort to establish channels of information and persuasion to fasten sales of goods and services, or the acceptance of ideas or point of view (Akirika 1996:66).
The marketing communication mix consist of a promotional tool which included various forms of advertising, sales promotion, personal selling, publicity program and public relations.
Here, we will be talking on advertising and it’s effectiveness in firms, company etc.
Advertising is a non-personal paid form of presentation of ideas, goods and services or message to educate the target audience by an identified sponsor.
Television advertising is one of the newest and fastest growing mediums of communication.
Every business organisation that is determined to succeed in has to adopt an effective system for the promotion, distribution and sales of its services and product.
Advertising is of three general means in terms of communication. We read it or watch it, and there are almost countless means of delivery with sales message.
This study however, centers on the effect of television advertising on the success of a business organisation. This work shed light on how television advertising can really affect a consumer’s buying decision in a growing economy like that of Nigeria and has successful television advertising can keep business going soon even in the midst a tough competition.
Although television advertising is very important for a business to succeed, it can also be very expensive. In its first year, a company can spend as much as half of it sales on advertising programs. Business success doesn’t happen by accident, it requires careful thought and planning.
The heart of your business success lies in its advertisement. Most aspect of your business depends on successful advertisement. Without advertisement your business may offer the best product services in your industry but none of your potential customers would know about it. Kristie Lorette (1996).
Winston (1975) in his own view report that industries which advertise heavily, tend to have higher profit rate than low advertiser so that study will also show how sales is affect by advertising because of the long term effect it has on sales.
Television advertising has long term effect on sales. Television advertising in short hold out the promises of greater and speed up return that would occur without it. Television advertising stimulate economic growth by aquatinting the consumers with value of products widen the market for these products, pushes foreword their acceptance by the consumer and encourage the investment and entrepreneurship necessary for innovation.
Klepper (1998) contended that television is an intimate and a great medium for demonstrating how to do something or how a product performs. By reaching the viewers at home in a reasonable receptive frame of mind and in a relaxed mood.
1.2 STATEMENT OF PROBLEM
Advertising is structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media. Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Ads can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people.
Television advertising does not have certain limitations. The advertisement message last only as it is being presented on the screen. If a prospect is not viewing or listening at the exact moment the advertisement is presented. The message is gone and wasted as far as the prospect is concerned.
This study seeks to examine the effectiveness of television advertising on consumer goods purchase in Nigeria with reference to Rivers State. The problem of this study is that most firms use the method of advertising that is not accessible by the general public and again some firms advertise in excess. Therefore this project is intended to evaluate the effectiveness of television advertising on consumer goods purchase in Nigeria.
1.3 PURPOSE AND OBJECTIVE OF THE STUDY
The main objective of the study is to evaluate the effectiveness of television advertising on consumer goods purchase in Nigeria. The specific objectives are as follows:
- To determine whether consumers are aware of products and services available in the market through its advertising medium.
- To find out the positive and negative effect of television advertising on the purchase and consumption of consumer product in Rivers state.
- Ascertain if an increase in advertising efforts necessarily leads to an increase in sales volume of consumer product Rivers State.
- To make recommendations that will help corporate organizations improve television advertising in Rivers State.
1.4 SIGNIFICANCE OF THE STUDY
This research is designed to be of great benefit to both business organizations, governments and the general consuming publics.
This research will remind them that television advertising helps to promote their product and service in order to win their consumer patronage and help gain competitive edge. It will equally be of use to organization, as it will enable them to know where, when and how consumers appreciate. To the government, it will help them to understand the role of advertising through the television medium is very essential in customer products.
Again, it will make them check advert that are not to the good of the society and inform the public on how dangerous a particular product can be to their health (Cigarette).
It will also help in regulating and checking business organization on when a low quality product is being produced and distributed into the market. To the general public, it will help them to know that they have the right to accept or reject an advertisement.
1.5 RESEARCH QUESTIONS
In course of the study the following research questions were used to guide the study.
- Does consumers believe that television is a better medium for advertising certain types of product than other forms of advertising?
- To what extent is television advertisement message meaningful to the potential consumers?
- To what extent does consumer’s feel convinced about the advertised products after the television advertisement?
- Does television advertising create impact on consumer purchase and consumption of the products?
1.6 RESEARCH HYPOTHESIS
Ho: There is no significant relationship between television advertising and increase in sales volume.
Hi: There is a significant relationship between television advertising and increase in sales volume.
Ho: There is no significant relationship between television advertising and brand preference by customers of consumer goods
Hi: There is a significant relationship between television advertising and brand preference by customers of consumer goods
1.7 SCOPE OF THE STUDY
The study was intended to examine the effectiveness of television advertising on consumer goods purchase in Nigeria. However it will be too large for the research to study Nigeria in general as a result the study limit scope to Rivers state.
1.8 LIMITATIONS OF THE STUDY
The nature of this research requires adequate information in the write up, but it is done this way, because of time constraint and fund, which made it difficult to get needed subject matter.
Logistics construct also manifested transportation costs as a result of the training season. Also, the high cost of collecting the questionnaires from people is also another problem encountered during this research work.
1.9 DEFINITION OF TERMS
Definition of some of the key words in this work should be briefly discussed below to enable the research to fully digest the media message in the research.
MARKETING: Is the activity, set of institutions, and processes for creating communicating, delivery, and exchanging offering that have value for customers events, partners and society at large American marketing Association (2007).
ADVERTISING: Alonge (2001), says that advertising can be defined as any paid form of non personal communication which is directed to the consumers or target audiences through various media in order to prevent and promote product, services and idea.
TELEVISION ADVERTISING: Is any paid form of Non-personal communication about an organization or its product to a target audience by an identified sponsor.
CONSUMER: An individual capable of buying goods and servies for person and household satisfaction and not for manufacturing or resale.
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