ABSTRACT
Advertisements affect our daily lives and as
technology and the practice of marketing has developed over the course of
history, we have become exposed to greater amounts of product and service
campaigns. The purpose of advertisements is to educate the consumer with the
goal of ultimately selling the product, and many companies and organizations
would not be able to survive without the use of advertisements. Ultimately, it
is a necessity for a business to prosper in a competitive market, but there are
possible side-effects for the consumer that are beyond the intentions to
buy.
The purpose of this thesis is to explore the
effects advertisements play on the college student in particular. Different
static/multimedia advertisements have been shown to various college students
ranging in gender and background to discover the comprehensive ramifications of
specific promotions to study the moral and ethical impact that advertisements
play on students moral intent. An analysis and conclusion will be given, along
with ideas for possible future studies. Recommendations will also be stated for
marketers to be morally responsible for the advertisements they portray so the
audience is not effected in a way that can lead to unwanted consequences.
Ultimately,
the results did not support the original hypotheses, leading to
thought provoking questions concerning our current marketing practices and the
effectiveness of static and multimedia advertisements on college students.
Future studies need to take place to reveal advertisements influencing the
audience at hand.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO STUDY
1.2 STATEMENT
OF PROBLEM
1.3 OBJECTIVE
OF THE STUDY
1.4 RESEARCH
QUESTIONS
1.5 SIGNIFICANCE
OF STUDY
1.6 SCOPE
OF STUDY
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.0 INTRODUCTION
2.1 AN
OVERVIEW OF ADVERTISING
2.2 HISTORY
OF ADVERTISING
2.3 MEANING AND DEFINITION OF ADVERTISING
2.4 TYPES
OF ADVERTISING
2.5 OBJECTIVES OF ADVERTISING
2.6 ADVANTAGES AND DISADVANTAGES
2.7 CONSUMER BUYER INFLUENCES THE PSYCHOLOGICAL INFLUENCES
2.8
ADVERTISING BUDGET
2.9 FACTORS THAT SHOULD BE CONSIDERED WHEN SETTING ADVERTISING BUDGET
2.10
MESSAGE SELECTION
2.11 MEDIA SELECTION STRATEGY AND SCHEDULING
CHAPTER
THREE: METHODOLOGY
Research Design
CHAPTER FOUR: RESULTS
ANALYSES OF VARIANCES
CHAPTER
FIVE: DISCUSSION
CONCLUSIONS
RECOMMENDATIONS
APPENDIX A: INSTITUTIONAL REVIEW
BOARD APPROVAL
APPENDIX B: RESEARCH RESULTS
TABLES
Pre-Ad Questions
Post-Ad Questions
BIBLIOGRAPHY
JOURNALS
PAPERS
CHAPTER
ONE:
INTRODUCTION
1.1 BACKGROUND TO STUDY
Advertisements are part of our social environment in the 21st
century, and can be seen throughout any industrialized country. The average
American is exposed to as many as 5,000 advertisements a day, stated by Jay
Walker-Smith, and nearly 10,000,000 in their lifetime (Anderson & Palma,
2010). Ranging from print advertisements to commercials, consumers are
bombarded with companies compelling them to purchase a product or service, and
if the process of marketing and advertisements is not used in an ethical
manner, disastrous results can occur; as such, the advertisements that are part
of this environment can alter and potentially damage the audience to which they
are being exposed (Gulas, 2000). For instance, certain advertisements can be
seen as encouraging selfish, materialistic, and wicked desires (Pollay, 1986).
Some have even argued that advertisements compete with prominent spiritual
teachings of love, kindness, and goodness (Pollay, 1986).
Not all marketing advertisements are as damaging as others, but some can
have long-term effects (Martin, 1993). It is important to note that negatively
charged advertisements not only bring upon a change in the mental thinking of a
subject, but also influence the actions of that subject (Capella, 2010).
1.2 STATEMENT
OF PROBLEM
Advertising, like other promotional
techniques, informs, persuades and reminds. It can change consumer’s beliefs,
attitudes, images, and behavior. But for advertising to be effective on
national level, enormous expenditures are required.Successful advertisements do
not merely entertain, try to persuade the audience to buy, this is where the
problem lies. People tend to have the notion that this persuasive quality of
advertising has social effect on its audience, especially on students because
they are still within the age of being influenced by the media. Hence, the
essence of this study is to take a critical look into the social effects on
Nigeria students having OS-POLY students as the population.
1.3 OBJECTIVE OF THE STUDY
The
objective of this research study is to examine the short-term effects of
advertisements on a person’s intention beyond that of purchasing desire. The
focus of this research is to
1.
Find how advertisements affect the moral,
ethical, and spiritual attitudes of its viewers.
2.
To find out if popular familiar advertisement
impact student negatively
3.
To find out if advertising distort reality in Nigerian
students
1.4 RESEARCH QUESTIONS
Hence, the current study attempts to
answer the following research questions:
1.
Do some advertisements increase the
likelihood of a college student committing an illegal act?
2.
Do popular familiar advertisement impact
student negatively
3.
Does advertising distort reality in Nigerian
students?
1.5 SIGNIFICANCE OF STUDY
It is the anticipation of the researcher that
the result and findings of this work will help a lot of people and
institutions. For instance the advert practitioners would have the opportunity
to understand to what extent civil servants and business community response to
advert messages and of course, the total impact on their social behaviour.
Similarly, the practitioner would be exposed
to the media mix that achieves better results, with respect to wielding
influence on civil servants and business community with the applications of
advertising tool. Marketers would benefit as the study places them in a better
position to design good marketing strategy capable of influencing the consumers
especially in cases where paid workers are involved The study would also
benefit students and researchers towards understanding the intricacies and
technicalities of directing any advert activities to civil servants and
business community; it would also be of benefit to free lance readers for enrichment
of general knowledge.
1.6 SCOPE OF STUDY
The Enugu State under study was grouped as an area of
study with emphasis on students in the state.
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