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.
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.
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