THE INFLUENCE OF TELEVISION ADVERTING ON CONSUMER’S DEMAND FOR SOFT DRINK.
ABSTRACT
This research study focused on the influence of televisions adverting on consumers demand for soft drinks in Enugu metropolis, A case study of Seven-up bottling company.
The objectives of which the study was carried out are to
FIND OUT how effective the television advertising strategy of seven- up is all how advertising was affected the company.
To measures the impact of the advertising programes on the performance of seven-up product of the performance advertising programmes on the personal of seven-up products.
The population of the Study include customers, distributors, and management and relevant staff of the case organisations.
Toppan’s formular was used in determing the sample size of customers while census was used for the management and relevant staff of seven-up bottling company.
Questionnaires were administered to the ten areas within Enugu Metropolis. The following findings among other were need that television advertising is very necessary in marketing actives of every organisation or busyness organisation.
Finally, seven up bottling common must improve on service, quality of their product. With the analysis made, and the tested hypothesis it was observed that television advertising encouraged increase in demand for seven –Up products with in Enugu metropolis.
Finally, I appreciate my Uncle, In-law relations, for their prayers.
Above all, I sat to God be the glory that today I am a graduate.
ACKNOWLEDGMENT … … … … … … iv
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
1.2 STATEMENT OF THE PROBLEM
1.3 OBJECTIVE OF THE STUDY
1.4 STATEMENT OF HYPOTHESIS
1.5 SIGNIFICANCE OF THE STUDY
1.6 THE SCOPE OF THE STUDY
1.7 DEFINITION OF TERMS
2.0 LITERATURES REVIEW
2.1 AN OVERVIEW OF ADVERTISING
2.2 TYPES OF ADVERTISING
2.3 IMPORTANCE OF ADVERTISING
2.4 THE ROLE OF T.V ADVERTISING
2.5 EFFECTIVENESS OF T.V ADVERTISING
2.6 INFLUENCE F T.V ADVERTISING ON CONSUMER DEMAND
2.7 INFLUENCE OF T.V ADVERTISING ON DEMAND
3.0 RESEARCH METHODOLOGY
3.1 PRIMARY DATA
3.2 SECONDARY DATA
3.3 POPULATION OF STUDY
3.4 SAMPLE SIZE DETERMINATION
3.5 SAPLING TECHNIQUE
3.6 RESEARCHER INSTRUMENT USED
3.7 VALIDATION OF THE INSTRUMENTS
3.8 METHOD OF DATA TREATMENT AND ANALYSIS
3.9 QUESTIONNAIRE ADMINISTRATION
3.10 LIMITATION OF THE STUDY
4.0 DATA PRESENTATIONS ANALYSIS AND INTERPRETATION OF DATA
4.1 DATA PRESENTATION AND ANALYSIS
4.2 TEST OF HYPOTHESIS
5.1 SUMMARY OF FINDINGS
5.2 RECOMMENDATION
5.3 CONCLUSION
5.4 BIBLIOGRAPHY
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Televisions [T. V] advertising have for many years denominated the practice of media advert in Nigeria especially since the inception of it televisions in Nigeria. Many companies have found the television as worthy media by which they can advertise their products and be sure that such advert would have wide viewership coverage for the product so advertised.
In the early 89’s and before that data the problem with television [T. V] adverts was the only very few Individual owned television.
The growth of the ownership of television was therefore slow as many were unable t reconcile television with cinema which was the prevailing highly technical mass media of the seventies (70s) and eighties [80’s] now that many households own’s television every advert on T.V gets to influence the viewing audience.
Because of the influence in terms of wider reach to a good number of consumers, many Companies advertise their products on television because of the many advantage that television has over other mass media channels. Fir example. We could agree that television has the advantage of sound and sight over other mass-media. The audience is able to both hear what the advertised is saying and also see the product being adversities and therefore be in a position to judge for the themselves whether to patronize the product or not. Again television has more convincing power than other mass –media because the audience is made to see things such as the illustrations, the product features, the attributes and other s and be able to judge for himself whether to buy to not. The influence of television adverts have bee tremendous on the market in Nigeria.
The influence of television adverts could be positive or negative depending on the nature of the product and the types of influence desired sometimes, the audience or consumers may not in effect want to buy the product, but the influence of such adverts ion television would force them to rape what ever they have to make purchases. In other words, the influence of television adverts creates the possibility t make purchases by the consumer, whether they bargained for such purchases r not.
It has also been observed that the influence of television adverts is always more pronounced when companies out such money in their promotional budgets, such fat budgets could induce increased television adverts insertions and this increase the inducement pressures on consumers to decide whether to buy the product or not.
|
Company |
Yrs of Bus deals T.V yrs adverts budget Quantity of product available for sale |
Quality soled yrs |
Yrs 7 Up |
||
Pinnacle crops |
1990 |
|
|
29 000 |
25 |
Private organisation |
1991 |
|
180,000 |
75,000 |
200,00 |
Emacine O Ltd |
1992 |
|
150,000 |
145,00 |
200,00 |
Concelte crop |
1993 |
80,000 |
500,000 |
44,000 |
250,000 |
Seven-up Company |
1994 |
|
30000 |
28000 |
10000 |
Source STB-Mccains YEARLY REPORT: (1995)
From the above illustration it is clear that the higher the television advert budget goes, the more quantities of Electrical bulbs sold. This confirms the points that television advertising influences sales tremendously soft –drink companies such as Coca-Cola Bottling Company. Limca bottling company as Seven-up Bottling Company are all involved in selling more of their products through television advert. Each of these companies employed sales promotion gimmicks for the sale of their products at different times and period through television adverts. They employed different strategies to influenced the viewing audience and some to the then made promises to consumers tailoring their adverts to induce consumers to buy their brads of soft-drink.
Television adverting stated in the early 1920’s after the advert of the motion picture era in ‘USA’ through lots of people in “U.S.A” did not have access to television because it was a luxury item then. The people that owned television in their homes were the rich and the middle class. So, companies that deals is Luxury goods /product took up the opportunity selected audience and it was very expansive to advertise in television then so the television advertisement was left to the firms that deals in Luxury goods like, Fashion, Jewellers and automobile companies, while the other firms that deal in massy produced consumers products were confirmed to using the cinemas as their adverts place. It was after the second world war that the technology for manufacturing television was improved on and the U. s. A was able to make television available to its people at a lesser cost and it television stopped been a Luxury products an most homes in the U.S.A were able to acquire television for themselves.
Then lots of the other firms that couldn’t advertise in television then [in the 1930’s] due to its few audience were was tasking advantage o its popularity after the war to get their message across to their consumers and also they to win over more consumers for themselves. Thing have not being the same again duce then, more and more organisation have seen the influence that television advertising has on the audience in they are now willing to spend money on television advert is more expansive than any of the other mass media adverts.
Since the 1930’s television have been influencing people taste and behaviour and also the way they do things. Such television has developed this influence on the audience so it is or pronounced to get your message across to the audience of television and you can be sure of influencing lots of people with your message.
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