TABLES OF CONTENTS
CHAPTER TITLE PAGE
Fly Leaf
Title Page
Certification
Dedication
Acknowledgements
Table of Contents
List of Tables
List of Appendices
Abstract
- INTRODUCTION
- Background of the Study
- Statement of the Study
- Objectives of the Study
- Research Questions
- Scope of the Study
- Significance of the Study
- Limitations of the Study
- Definition of Terms
- REVIEW OF RELATED LITERATURE
- Introduction
- Types of Internet Advertising
- The Effect and Nature of Advertising Message through the Internet
- Advertising and the Persuasive Process of Communication Technology Channels
- Theoretical Framework
- Review of Study
- RESEARCH METHODOLOGY
- Research Design
- Population of the Study
- Sample and Sampling Procedure
- Instrument for Data Collection
- Validity and Reliability
- Method of Data Presentation and Analysis
- DATA PRESENTATION, ANALYSIS AND DISCUSSION
- Data Presentation and Analysis
- Discussion of Findings
- SUMMARY, CONCLUSION AND RECOMMENDATION
- Summary
- Conclusions
- Recommendations
References
Appendix/Appendices
ABSTRACT
Web base technology affects advertising; use of internet is full of research potential. In this research work, the opinions of selected people in Ikot Ekpene Local Government Area were surveyed on the use of internet as advertising medium. Anchoring this study on social judgement and information theory, a research survey method was adopted to find out the perception of the public on the use of internet as advertising medium. Selected people in Ikot Ekpene Local Government Area were studied, surveying their opinion. The survey method was used as the primary data-gathering instrument for this project. Three hundred fifty seven (357) copies of questionnaires were distributed in seven streets of Ikot Ekpene Local Government Area. The secondary data-gathering instrument comprised textbooks and websites in the internet. From the data analyzed, it shows that advertising is preferred, and that people know that internet is used as advertising medium and they believe internet quickens and makes advertising messages persuasive. The researcher recommended that companies should embrace the use of internet in their marketing activities and given the great potentialities of the medium, internet should be intensified into equipping most people with computer literacy and internet savvy.
CHAPTER ONE
INTRODUCTION
- Background of the study
Online advertising is not new in today’s world, given the vast knowledge of the use of internet by many people today. This new convergent medium which is often referred to as the “new medium” has and will continue to have significant implications surrounding how advertising is done. The intersection technology and advertising in countries such as Nigeria is of interest.
Today, many people can now have access to internet at the comfort of their room given the jet age in which we live. With the cell phone in our hands it becomes possible to access the internet and equally exposed to whatsoever is being posted there. The public therefore can tell better how effective this medium is and can equally give further assessment based on their perception.
No doubt, many marketers and manufacturers are making use of this opportunity offered by the information super highway to advertise their product. The nature of internet makes it one of the most preferred advertising medium. Little wonder that Arens (2006 P.542) says the internet has become a mass forum for advertising as well as other communications. Internet offer easier access to information and new means of marketing one’s products.
Advertising has been described by Wells et al (2000), as any technologically displayed, printed, written and spoken ideas, openly sponsored by the advertiser and at his or her expense, for the purpose of influencing votes, sales opinions and endorsements. Arens (1999) also states that it is a paid non-personal communication of ideas about goods and services, sponsored by an identified person through the channels of communication technology such as internet, electronic bill board, telephone, television, radio and newspaper.