ABSTRACT
An abstract on The Effect of Mass Media Advertisement on Children (A Case Study of Indomie and Pampers in Enugu State) The study were group under five chapters heading beginning with introduction down to conclusion. The objective of the study was to determine the impact of mass media advertisement on children, the effectiveness of the mass media in promoting indomie and pampers product. The study were of significant to the researcher, the management to indomie and pampers product, the management to mass media and also other forth coming researchers that may wish to carry out similar research topic. Data were collected using research instrument and which analysis using chi-square method. The population of the study was 150 while the sample size were 110. Some of the findings were: Mass media advertisement increase sales volume of the product. It was discovered that children are satisfied with mass media advertising campaign of indomie and pampers as well as the quality of the product. It is also discovered that power failure affect mass media effectiveness. The researcher recommendations are: The management should always make provision for mass media advert. Effective publicity should be enforced on the need for the product (pampers and indomie).
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION 1
CHAPTER TWO
REVIEW OF RELATED LITERATURE 11
2.1 An Overview of Mass Media Advertising 11
2.2 Objectives of Advertising 14
2.3 Contributions and Criticisms of Advertising
to the Society 18
2.4 Forms of Advertising 23
2.5 Advertising Budget Decision 25
2.6 Problems in Advertising Budgeting 27
2.7 Determination of Advertising Budget 30
2.8 Measuring Advertising Effectiveness 36
2.9 The Advertising Agency 39
CHAPTER THREE
RESEARCH METHODOLOGY 41
3.1 Sources of Data 41
3.2 Area of Study 41
3.3 Population of the Study 42
3.4 Determination of Sample Size 42
3.5 Sampling Techniques 43
3.6 Research Instrument Used 44
3.7 Method of Data Collection 44
3.8 Method of Data Analysis 45
3.9 Expected Result 45
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS 41
4.1 Data Presentation and Analysis 41
4.2 Test of Hypothesis 59
4.3 Discussion of Findings 62
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATIONS
AND CONCLUSION 64
5.1 Summary of Findings 64
5.2 Conclusion 65
5.3 Recommendations 66
Bibliography 67
Appendix 69
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The history of mass media can be traced back to the days when dramas were performed in various ancient cultures. This was “broadcast” to a wider audience. The first dated printed book known is the “Diamond Sutra”, printed in China and 868AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literary to the masses in China, and the relatively high cost of paper there, the earliest printed mass-medium was probably European popular prints from about 1400.
The mass media are all those media technologies that are intended to reach a large audience by mass communication broadcast media (also known as electronic media) transmit their information electronically and comprise television, radio, film, movies, etc. Although these were produced in huge numbers, very few early examples survive, and even most known to the printed before about 1600 have not survived. The term “mass media” was coined with the creation of print media, which is notable for being the first example of mass media as we use the term today. This form of media started in Europe in the middle Ages. Johannes Gutonberg’s invention of the printing press allowed the mass production of books to sweep the nation. He pointed the first book on a printing press with movable type in 1453.
According to Kotler (2012:416) Advertising is any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. Thus, most advertisements are designed to make both personal selling and sales promotion easier by informating, persuading, reminding, reassuring, reinforcing and establishing positive attitude and images towards products and a company.
Advertising is a powerful marketing communication tool used by companies to fulfill the promotional task. It is an impersonal form of communication or presentation of goods, ideas, or services conducted through paid media under open or identified sponsorship. All about advertising is a sponsor sending a message, called advertisement through one or more mass media (Radio, television, newspaper, magazine) to reach large numbers of potential users or buyers of a product.
According to Josephat I.O. (2008:6) Mass media consist of the various means by which information reaches large number of people such as television, radio, movie, newspaper, and the internet. Sociologists study mass media especially to see how it shapes people values, beliefs, perceptions, and behaviour.
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