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THE IMPACT OF TELEVISION ADVERTISING OF HOUSEHOLD PRODUCTS ON CONSUM…
THE IMPACT OF TELEVISION
ADVERTISING OF HOUSEHOLD PRODUCTS ON CONSUMERS BRAND PREFERENCE
ABSTRACT
The research provides an appraisal of the impact
of television advertising of household products on consumers brand preference. It
elucidate the nature of television advertising and consumer brand preference
and the factors which determine consumer preference for a product. It analyses
advertising and profers its significance in enhancing consumer brand
preference.
INTRODUCTION
Those
views of Etzel et al. (1997) coincide with the simple but all-embracing
definitions of Davies (1998) and Arens (1996). For instance, while Davies
states that “advertising is any paid form of non-personal media presentation
promoting ideas/concepts, good s or services by an identified sponsor. Arens
expressing almost the same view describes advertising as “the personal
communication of information usually paid for and usually persuasive in nature
about products (goods and services) or ideas by identified sponsors through
various media”. From the foregoing, it could be concluded that the purpose of
advertising is to create awareness of the advertised product and provide
information that will assist the consumer to make purchase decision, the
relevance of advertising as a promotional strategy, therefore, depends on its
ability to influence consumer not only to purchase
but to continue to repurchase and
eventually develop-brand loyalty. Consequently, many organizations expend a
huge amount of money on advertising and brand management. A brand is a name
given by a manufacturer to one (or a number) of its products or services. Brands are used to differentiate products
from their competitors. They facilitate recognition and where customers have
built up favorable attitude towards the product, may speed the individual buyers
through the purchase decision process. Individual purchasers will filter out
unfavourable or un-known brands and the continued purchase of the branded
product will reinforce the brand loyal behaviour. Without brands, consumer
couldn’t tell one product from another and advertising then would be nearly
impossible.
CHAPTER 1
1.1
BACKGROUND OF THE STUDY
Television advertising plays an
important role on changing the consumer behavior and also provides new patterns
for purchasing or using any type of goods and services. Television is one of
the most recreation sources because of its audio-visual communication.
Television (T.V.) enables the creative man to communicate by combining motion,
sounds, words, color, personality and stage setting to express and demonstrate
ideas to large and widely distributed audience. T.V. advertisements usually
play a role in either introducing a product or reinforcing the familiarity to
the product and also convincing to purchase the product. Advertisements 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. Advertisement cannot
only change emotions but give subliminal message. Advertising today seems to be
everywhere and ever present exerting a far reaching influence on the daily lives
of people (Kotwal et al. 2008a). Advertisements develop self-concepts in order
to induce purchase decisions.
TV
Advertising is a vital marketing tool as well as powerful communication medium.
The basic objective of any advertisement is to stimulate sales, direct or
indirect by trying to make tall claims about product performance.
Nowadays,
there is a competition among marketers to grab consumer attention. Firms
generally try to increase demand of goods or services by influencing customers’
preferences through advertising. Television advertising employs attention
grabbing trick such as catchy and pleasing music, lyrics, Jingles, humor and
repeated messages.
The
impact of the advertisements is more on television than the print media or
radio.
The research intends to appraise the
impact of television advertising of house hold products on consumers brand
preference.
1.2
STATEMENT OF THE PROBLEM
The problem confronting the research is
to appraise the impact of television advertising of household product on
consumer brand preference/
1.3
RESEARCH QUESTION
1
What is the nature of
advertising and television advertising?
2
What is consumer brand preference?
3
What is the impact of television advertising on consumer brand preference?
1.4
OBJECTIVE OF THE STUDY
1
To appraise the nature of advertising
and television advertising
2 To determine
what constitute consumer brand preference
3 To determine the impact of television
advertising on consumer brand
preference
1.5
SIGNIFICANCE OF THE STUDY
The
study shall provide an analysis of the impact of television advertising on consumer brand
preference.
It
shall also serve as an information repository
on issues of television advertising and consumer brand preference.
1.6
STATEMENT OF HYPOTHESIS
1
H0 The
level of consumption of house hold
product is low
H1 The
level of consumption of house hold product is high
2
H0 The
level of television advertising is low
H1 The
level of television advertising is high
3
H0 The
impact of television advertising of house hold product on consumer brand preference is
low
H1 The impact of television advertising of house
hold product on consumer brand preference is
high
1.7
SCOPE OF THE STUDY
The
study focuses on appraising the impact of television advertising of
house hold products on consumer brand preference
1.8
DEFINITION OF TERMS
TELEVISION ADVERTISING
Television
is one of the most recreation sources because of its audio-visual
communication. Television (T.V.) enables the creative man to communicate by
combining motion, sounds, words, color, personality and stage setting to
express and demonstrate ideas to large and widely distributed audience. T.V.
advertisements usually play a role in either introducing a product or
reinforcing the familiarity to the product and also convincing to purchase the
product.
BRAND
A
brand is a name given by a manufacturer to one (or a number) of its products or
services. Brands are used to differentiate products from their competitors.
They facilitate recognition and where customers have built up favorable
attitude towards the product, may speed the individual buyers through the
purchase decision process. Individual purchasers will filter out unfavourable
or un-known brands and the continued purchase of the branded product will
reinforce the brand loyal behaviour. Without brands, consumer couldn’t tell one
product from another and advertising then would be nearly impossible.
This material content is developed to serve as a GUIDE
for students to conduct academic research
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