EFFECTS OF TELEVISION ADVERTING IN CONSUMER BEHAVIOR

EFFECTS OF TELEVISION ADVERTING IN CONSUMER BEHAVIOR ( A CASE STUDY OF IMO DETERMINE TELEVISION COMMERCIAL IN OWERRI IMO STATE

ABSTRACT

This research is on the relevance of packaging in the marketing of consumer goods in Nigeria. We try to find out the packaging strategies, understand the meaning, possibilities advantages and effect of modern packaging structure in modern Nigeria market. This work coverers five chapter one deals with the introduction, background of study, statement of problems objective of the study, research questions statement of hypothesis etc chapter two originated with a literature review which talks about various approaches to the definition of packaging importance strategy social influence etc. chapter three deals with the research methodology, research design population of the study etc chapter four explained the presentation analysis of data and discussion of the findings. While chapter five is all about the summary of findings, research of the problem, recommendation, implication of the study and bibliography.

TABLE OF CONTENTS

Title page – – – – – – – – – i

Approval page – – – – – – – – ii

Dedication – – – – – – – – – iii

Acknowledgement – – – – – – – – iv

Abstract – – – – – – – – – – v

Table of contents – – – – – – – – vi-viii

List of figures (if any) – – – – – –

CHAPTER ONE

1.0 Introduction – – – – – – – –

1.1 Background of the study – – – – – –

1.2 Statement of the problems – – – – –

1.3 Objectives of the study — – – – – –

1.4 Research Questions – – – – – – –

1.5 Significant of the study – – – – – –

1.6 Scope of the study – – – – – – –

1.7 Limitation of the study – – – – – –

1.8 Definition of terms – – – – – – –

CHAPTER TWO

2.0 Literature review – – – – – – –

2.1 Introduction – – – – – – – References

CHAPTER THREE

3.0 Research Methodology – – – – – –

3.1 Introduction – – – – – – – –

3.2 Research Design – – – – – – –

3.3 Sources/Methods of Data Collection – – – –

3.4 Population and Sample Size – – – – –

3.5 Sampling Techniques – – – – – –

3.6 Validity and Reliability of Measuring Instrument-

CHAPTER FOUR

4.0 Presentation and Analysis of Data – – – –

4.1 Introduction – – – – – – – –

4.2 Presentation of Data – – – – – –

4.3 Analysis of Data – – – – – – –

4.4 Introduction of Result (s) – – – – –

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendations –

5.1 Introduction – – – – – – – –

5.2 Summary of Findings – – – – – –

5.3 Conclusion – – – – – – – –

5.4 Recommendations – – – – – – –

Appendix

CHAPTER ONE

INTRODUCTION

Advertising is as diverse as less marking parent it occupies a very high position in the marketing configuration advertising is one of the sub-elements of the promotion element of the marketing mix of product, price, promotion and please it is subsumed in marketing communication. The chambers English dictionary define adverting as the act of giving notice of something or net of giving public information about merit claimed. Also the America marketing association defines advertising as any paid from of non-personal presentation and promotion of ideas or service by an identified sponsor. Advertising basically as a marketing tool and means of communicating the viability of products and communicating the availability of products and service to the general public. Dunn and Barban (1978:4) State that almost everyone admits that advertising is a vigorous often obstructive form of communication that influences us both directy and indirectly in defining advertising. Durn and Barban (1978:4) argues that advertising is paid non-personal communication through various media by business firms. Non-profit organizations and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of particular audience in the main, the ultimate purpose of advertising is to announce the arrival availability. Benefits and price of products or services with a view to selling it. There are primary and selective advertising by primary advertising, we mean that type of advertising that aims at promoting demand for genetic products or services of the entire industry or organization. On the other hand selective advertising promotes demand for a particular product of a company or firm. Another differentiating factor is that primary advertising if often used by organsations so as to attract patronage for their range of products as in the case of Unilever Nigeria Plc on sponsoring say football tournaments or other sporting events. This is done on order to stimulate demand for their products by consumers. Selective advertising can be used to maintain an established brand selective advertising is also called direct action advertising can be used to maintain an established brand. Selective advertising is also called direct action advertising for instant. The Imo detergent action advertisement during the Nigeria Television Authority (NTA) Network special programmes e.g supervisory. In such reference is always made about the price of the product or service 80 advertised.

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