EMPLOYEES ASSESSMENT OF AMAECOM ADVERTISING STRATEGIES IN UYO
TABLE OF CONTENTS
Cover page
Title page
Declaration – – – – – – – i
Certification – – – – – – – – ii
Dedication – – – – – – – – iii
Acknowledgements – – – – – – iv
Abstract – – – – – – – – – v
Table of Contents – – – – – – – vi
CHAPTER ONE: THE BACKGROUND OF THE STUDY
1.1 Introduction – – – – – – – 1
1.2 Statement of the Problem – – – – – 6
1.3 Objective of the Study – – – – – 7
1.4 Research Questions – – – – – 7
1.5 Delimitation of the Study – – – – – 8
1.6 Limitation of the Study – – – – – 8
1.7 Definition of Terms – – – – – 9
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction – – – – – – – 11
2.2 The Meaning of Advertising – – – – 12
2.3 Advertising: Its Organization and Functions – 16
2.4 Communication and Marketing Importance of Advertising Emphasized – – – – – – 22
2.5 Consumer Behaviour: Its Relationship with Advertising 28
2.6 Review of Studies on the Effectiveness of Advertising 37
2.7 Theoretical Framework on Cognitive – – – 39
2.7.1 Cognitive Dissonance Theory – – – – 39
CHAPTER THREE: RESEARCH METHODS
3.1 Introduction – – – – – – – 41
3.2 Research Technique – – – – – – 41
3.3 Population of the Study – – – – – 42
3.4 Sample and Sampling Technique – – – 42
3.5 Description of the Research Instrument – – 42
3.6 Method of Data Collection – – – – – 43
3.7 Validation and Reliability of Instruments – – 43
3.8 Method of Data Analysis – – – – – 44
CHAPTER FOUR: PRESENTATION OF DATA ANALYSIS
AND DISCUSSION OF FINDINGS
4.1 Introduction – – – – – – 45
4.2 Presentation of Data – – – – – 45
4.3 Discussion of Findings – – – – – 52
CHAPTER FIVE: SUMMARY, CONCLUSION AND
RECOMMENDATIONS
5.1 Summary – – – – – – – 53
5.2 Conclusion – – – – – – – 54
5.3 Recommendations – – – – – – 55
REFERENCES
APPENDIX
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Advertising is a form of Mass Communication intended in its usual meaning to promote the sale of a product or services. The term is also used for Mass Communication. It is intended to influence public opinion to gain political support, to advance a particular cause, or to elicit some other response desire by the advertiser, although these practices may involve different techniques, measures and legal requirements. The advertising message or advertisements, is delivered to its intended audience through the various media , including television radio, newspaper magazines, billboards, internet, email, films and direct mail.
The style of presentation usually identifies the message as an advertisement hence the notation, this is an advertisement” and the name of the advertiser or sponsoring organization are included
Advertising is also used to awaken, enlighten and activate the public at large concerning matters that affect society generally. More importantly, to advertisements to describe product or service publicly in order to persuade people to buy it for use. To advertise on television, radio, newspaper, magazine, billboards, etc, indicates that you do so by showing the products in question to consumers.
The essential things are to make them know to the general public and other users to such product or items in their own interest. Accordingly, many scholars had appreciated these definitions in various ways, some say that advertising is a story well told, while according to Chris Doghudge (2002) defined it as a love letter written to a friend with the intention of winning her love.
Besides, we cannot completely ignore the most acceptable definition, which is often use in our day to day business of advertising in Nigeria, certainly, advertising is a non-personal communication of information usually paid for, and ideas by an persuasive in nature about product services, and ideas by an identified sponsor through various mass media institutions (Boree and Wright 2002).
In summary, advertising or rather an advertisement is such that tells a great story; such that has a romantic voice, emotional persuader and must at all times have a style to deliver. Advertising is therefore essentially good for our business circle, good for our economy and our every day experience in life.
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