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
CONTENTS PAGES
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
CHAPTER ONE
1.0 INTRODUCTION
Advertising
can be defined as any paid form of non-personal presentation and promotion of
ideas, gods and services by an indentified sponsor.
Television 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:
i.
When the product cannot be obtained conveniently
ii.
When the potential customers are not acquainted with the benefit of the
product.
iii.
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.
According
to American impact Association. “Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services by an identified
sponsor”.
It is in this view that an attempt is
being made to ascertain properly the impact advertising plays on the consumers
choice of sanitary towel with special reference to “Always”.
Television is the fastest growing mass
medium. However, the most important of all is the distinct advantage that
television can convey as both eyes and ears. The impact is enormous as a matter
of fact, in winker et al in their book advertising uphold their views in their
own words.
As significant advert medium Television
is about Forty five years old, but it has proven itself capable of reaching and
holding large audience comprising simultaneously many different demographic
groups winker et al in a book captioned “marketing and the function of
Advertising with” it ported that commercial television became a powerful and
intense medium immediately and developed into pre-eminent advertising medium
for many classes of fast moving packaged goods.
He further states that:
Television provides the most significant
way in which at one or time. A product stormy can be presented in the most
drastic way or television with the aid of live performance and appropriate
settings. It has a fat acting medium specifically for a new product or an
already well known products.
The impact of television adverts is
further made clear and manifest in the role it has assumed in some other areas
politics and election.
Precisely, with television, you have at
your command both sight and sound, with bonus of movement. These qualities make
television very powerful. The development of commercial television in 1955
served as an ample opportunity in Britain for the first time: the ability to go
right into various homes of their prospect consumers and demonstrate their
products with all the persuasive of door
to door sale man.
Therefore, the reaction of the audience
towards television advertisement is the frame work of the project.
1.1 BACKGROUND OF THE STUDY.
“Sanitary
napkins is a relatively new business for P & a, but it already is an
important business, and future is bright” .Larry Dare of the operation committee,
June 1990. “Always” began in the test market in Minneapolis, Minnesota in
January,1983 at that time 3pads types were introduced maxi pads, mini pads, and
pant liners. The ongoing market share objective was 25% share; year 1 was
18.9%.
The target audience was women 12-49.
Test market results indicated Always could achieve a 22.5% going share
nationally.
Competition at the time was intense
Johnson and John was the market leader. Competitive response included new
products line extensions, product improvements and heavy competitive
promotional spending. “Always “also spentvery heavily at the time consumer
awareness of the product was low; consumer who tied “Always” liked it,
except for the size of the pad.
By 1984, “Always” was in national
distribution at the time there were 4pads types; maxi pads, mini pads, then
mini pads and pant liners. National expansion results were mixed: market share
was 14.8% is the 16% objective. Key issues included in market distribution and
out of shock problems to meet the original 22.5% objectives. Additionally,
awareness among pad using women was 82% compared to test market at 80%.
Television advertising started 7/2/84 and sample were mailed including a coupon.
“Always’’ pricing objective was to
maintain an average retail price equal to key competitors this was the same as
the test market strategy to introduce “Always” at partly carload pricing (per cartons & per pads) vs j &&
stay free care free brands. At the time Always was the only brand with both a
regular and attain maxi pad.
In 1986, Always plus was introduced into
the U.S presenting the first line of feminine hygiene pads with panty
protectors on the side, referred to as ‘wings’ the wings wrap around the panty
to offer additional protection on the side were leakage is most often likely to
occur.
In 1991, ‘Always’ ultra was introduced
onto the U.S market the ultra pad in corporate a novel super sober technology
for feminine hygiene protection. In Europe, the general expansion of the full ‘Always’
product line, including ‘Always’ ultra and pant liners also began.
‘Always’ was available throughout Europe
and a number in the middle East.
1.2 STATEMENT OF THE STUDY
The right marketing mix is applied in any
product by ensuring that wastage (cost) is reduced and optional sales volume
achieved. Besides, the role of advertising which is a key to promotional
strategy as far as consumers goods are concerned must be a accomplished in the
case of ‘Always’ in federal polytechnic Oko.
It
is quite understandable that consumers have absolute control over what products
or services to show interest in but most times consumers tend to be influenced
by advertisements. It is therefore pertinent to find out the variables that
determine why a particular product or service gain more patronage than others
in the same category and sometimes serving the same purpose.
As a result, many newly manufacturing
companies cannot afford the cost of advertisement or electronic media and this
result to only local means of letting people know about their goods.
1.3 OBJECTIVES OF THE STUDY
This
project is geared towards identifying it television advertisements have any
impact on consumers choice of sanitary towel with special reference/ emphasis
on “Always” at federal polytechnic Oko.
The objectives of this study therefore
include:
1.To
determine the impact of television advertisement on the consumers choice of
sanitary towel in federal polytechnic Oko.
2.
The impact of television in dissemination of information on the sale of
‘Always’
3.
To ascertain other sources of information available to the consumer.
4.
To find out other factors that may influence consumers choice.
1.4 SIGNIFICANCE OF THE STUDY
Basically, this research would be useful
considering the benefits derivable from this study such benefit are, knowledge
acquired by the researcher, relevant information to advertisers of different
products which would guide them in their management decision making and on the
field of mass communication in which advertising is an integral part.
However, the significance of television
adverts in developing economy life, ours cannot be emphasized. Hence
advertising stimulates through and actions on enterprise society and so help to
monitor productive efforts by management labour.
1.5 RESEARCH QUESTIONS
The study which aimed at finding out the
impact of television advert on consumers choice of sanitary towel with special
emphasis on ‘Always’ in federal polytechnic Oko would be wise if the following
pertinent questions are asked;
i.
What determines the impact of television advertisement on the consumers choice
of sanitary towel in federal polytechnic Oko?
ii.
What is the impact of television in dissemination of information on the sale of
‘Always’?
iii.
What ascertains other sources of information available to the consumer?
iv.
What helps in finding out factors that may influence consumers choice?
1.6 SCOPE OF STUDY
Due to the fact that sanitary towel have
numerous products, this study is limited only on ‘Always’.
This study looked into the impact
created of consumers which has increased hither to rich patronage of ‘Always’
Therefore, whatever information gathered
is to be based on the response of the consumers on what the researcher observed
from them.
1.7 LIMITATION OF STUDY
Despite
the fact that the researcher employed all human and material efforts to see
that the study is successful, yet there were constraints. The variables are so
difficult to determine and qualify- one cannot easily quantify the impact of
television advert just like tangible things which can be easily determined and
quantify. It is surprising to observe that some people both literate and
illiterate are yet to fully understand the real purpose of a research, while
some bluntly refused to accept the questionnaire distributed to them some
claimed that they do not have time to provide the necessary information
required from them, some even requested for money before they can accept
questionnaire.
Some respondents made among entries
thereby making it difficult for the researcher to gather reliable information
on the topic under study.
No doubt, all these made the research
come a little bit short of what was intended earlier on as the case maybe, the
study has provided as basis of which educated judgment can operate.
Finally, the researchers coming after
are hereby adviced to start from where this work ended.
1.8 DEFINITION OF TERMS
ADVERTISER:
This
refers to one who spend money for advertisement. He advertises his products,
goods and services.
CONSUMER: This refers to one who
buys a product for use.
APPEAL:
The
motive to create interest for a particular product or service.
CHIOCE: The ability of a consumer to think
and conclude to patronize a product.
BRAND
LOYALTY: The ability
of a consumer to stick to a
particular brand of product in the face of alternatives.
BRAND: It is the identifying mark of any
product.
TELEVISION: The process of transmitting a view of
events, adverts, plays etc while these are taking place or films or tapes on
which records have been made.
ADVERTISING:
It is any paid form of non-personal an identified sponsor.
IMPACT: The degree to which media message
affect the behavior of the audience.
PERSUASION: Getting somebody to do what one wants by
pleading or urging.
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