INFLUENCE OF TELEVISION COMMERCIAL ON CHILDREN DEMAND OF SELECT NOODLE BRAND IN EKET

Commercials are usually the briefest of all television programmes as regard duration, rarely would a commercial programme exceed 60 seconds. According to Mahfooz and Mahfooz (2013, 1M73), television commercial is a span of television programming   produced   and   paid   for   by   an   organization,   which conveys   a   messages   typically   to   market   a   product   or   service.

Advertisers and marketers 'may need a strong commercial message to beat competitors and make profitable sale volume in the market place. This is because television commercials are very dramatic. To Obajc (2014), commercials are radio and television messages that advertise products, services or ideas of an identified sponsor who has paid a lee for the time slot commercials use specific appeals to attract the attention of die potential consumers arouse their interest and elicit consumption action from them. Commercials rarely last for more than 60 seconds

A large number of television commercials consist of short spot announcements most of which last for 30 seconds and are placed on air during prime time-However television commercial usually play a role either introducing a product, reinforcing the familiarity to the product and also convincing consumers to -purchase the product, Obaje (2014 P. 47), commercials are among the most visible of the marketing strategy and have been the subject of a great deal of  attention in the last ten to fifteen years

Television commercials cannot only change emotions but give subliminal message. Commercials today seem to be everywhere and

over present exerting a far reading influence on the daily lives of people.   Commercials  develop  sell-concept,   in  order to  induce    purchase   decisions.    Television    commercials   employs   attention' grabbing trick such as Cathy and pleasing music, lyrics, jingles, humour and repeated message. The impact of the commercials is felt more on television than on the print media and radio.

Marketers are currently 'making use of television to advertise noodles. Ran a (2009) undertook study on television commercials and expressed that among the media , the impact of television commercials on children's demand of noodles, including purchasing behavior was high. The reason being that television has chagrin, instantaneous transmission capability and universality at appeal. This may explain why noodle manufactures invest on television commercials to advertise their brands.

Instant noodles are kind of food sold in a pre- cooked and dried noodles black with flavouring powder and/or seasoning oil. The flavouring spices are usually in a separate packet, and are contained in the larger pack containing noodles. Some instant noodles products are sealed pack; this can be reheated or eaten straight from the packet/container. Dried noodle block are cooked or soaked in boiling water before eating (Asian flavoured foods, 2003).

In many countries- of the world, instant noodles are of high demands among men, women, adult and particularly children. People eat noodles for various reasons., but the paramount, reason could be to quench hunger as the taste for food. Majority of consumers of instant noodles are women and children (BBC News 2007). It is against this backdrop that the researcher becomes interested in investigating the influence of television commercials on children's demand of select noodles brands in Eket

1.2     Statement of the Problem

Advertising in whatever form is a powerful marketing force. Some Scholars like Wright, Winter and Zeigler (1982) cited in Oke (2012, P.G) describe it as deceptive. The import of the above statement is (hat advertising is capable of coursing prospects to every standard product or every goods which they never budgeted for or induced consumption spirit in the individuals who are exposed to the advertisements.  

Children are the impressionable segment of the population, are often easily deceived into liking something. For this reason, manufacturers of instant noodles invest enormous resources (both human and materials) into designing creative television, advertisements, to induce the consumers and especially children, into demanding for this product.

But what is not certain is whether television commercials influence children's demand for select noodles brand s? If it does to what extent does a television commercial influence children demand of select noodles brand. It is on the basis of this uncertainty that this study is built.

1 .3      Objectives of the Study

File objectives of the study are;

i.       To find out the extent to which children in Eket are exposed to television commercials or select, noodles brands;

ii     To investigate whether explosive to television commercials on select noodles influence demands among children in Eket;

iii. To examine the extent to which exposure to television commercials on select noodles brands influence demand among children in Eket;

IV. to find out. other factors that can influence demand for select noodles brands among children in Eket aside from their exposure to television commercials

1.4     Research Questions

The following research questions are advanced to guide study as follows:

i. What is the extent to which children in Eket are exposed to television commercials on select, noodles brand?

ii. Does exposure to television commercial on select noodles influence demand among children in Eket.

iii. To what extent does exposure on television commercial on select noodle brands influence demands among children in "Like

iv. Are there other factors that can influence demand of select noodle brands among children in Eket apart from their explosive to television commercials

1.5   Justification of the Study

At the completion of this study, its findings are expected to give information to  the  influence  wield by television  commercials on children's demand for select .noodles brands to be abreast, of how television commercials can influence children's demand for their product, and make significant improvement where necessary. This work: will to a greater extent propel further studies in the area of patronage of instant noodles brands. This study will also serve a good and dependable source of reference materials for further researchers.

Every profit-oriented organizations gives utmost priority  promotional activities' that will keep the target consumers constantly informed about its product in market. Advertising makes it possible for marketing processes to take place. That is to say without making known the product to the consumers, and promoting the value of the said product through advertising, business might not take place. Advertising occurs at any time, place and at whatever marketing situation.

This may explain why Williamson (1988) cited in Oke (OP, 1) describes advertising as the most ubiquitous form of marketing m which we encounter commercial photography. Advertising can get to the prospects in whatever form, channels or format. The focus of this study is on the channel. An Advertising channel is the vehicle use to carry   the   advertising   message   from  the   sender  to   the   intended receivers. They could be referred to as advertising media (Daraniola, 2003). Advertising messages could be sent to the receiver through either the print media of newspapers or magazines, direct or specially media of radio and television. According to Daruinola (24)03) advertisements on radio and television are called commercials.

Television  commercials  include  live action and films.  Live actions commercials are direct broadcast filmed commercials are pro recorded

1.6 Delimitation of the Study

The scope of this study was delimited to only television commercials as it affects children's demand of noodle brand in Eket. There was no attempt made by the researcher to study other form of promotional activities that could equally influence demand of noodle brands among children in Eket.

Only the children in Eket were put. under investigation. The study did not intend to Study children in Akwa Ibom State generally. Again the children are between age brackets often (10) to eighteen (18).

1.7 Limitation of the Study

One major limitation faced by the research while conducting this study was on the side of the respondents towards filling, the questionnaire administer to them. The respondents were feeling so reluctant towards the questionnaire. However; the researcher was able to plead with the respondents to provide their accurate information to the questions asked as the study was strictly an academic exercise.

1.8 Definition of Terms

The   following   key terms   and   concept   are   operationally discussed as follows;

 (i)       Children: Those who are within (lie age of ten to eighteen in Eket   whose   demand   of   noodles   brands   are   affected   by commercials.

(ii)      Demand: The desire by children-in Eket to request for instant noodles brands as influenced or caused by their exposure to television commercial.

(hi)    Eket: One of the local Government Areas in Akwa Ibom state, it is use here to mean the universe of study.

(iv)     influence: Effect of television commercials on instant noodles brands demand on Eket children.

(v) Noodle Brand: A kind of food usually consumed by children in Eket, which its consumption is caused partly by exposure to television commercials.

(vi)     Select: Not all noodles brands but a few ones chosen by die researchers   such   as   Supreme,   indomie,   Chicken   hid Chicken favor etc. as consumed by children in Eket as a result, of their exposure to television commercial on these brands,

(vii)   Television Commercial: A kind of television advertisement on select noodles brands that influence Eket children to desire to eat.

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