This study is aimed at given insight into the effects, if any of the Television Advertisement on the buying habits of consumers.
It is a research survey based on a sample size of 300 of the Enugu Urban Dwellers. Careful empirical studies have uncovered or shown that advertising actually influencies people’s choice and consumption of some goods and services as well as their buying habits, especially peak milk in cans and sachets.
Furthermore, it has found out that advertising brings a lot of pleasure amusement, education and entertainment and produces changes that ultimately effect. The like dislikes, achievement development of the consumers.
Moreover, this study will guide the producers ad advertisers of products to understand the best techniques to reach their prospective consumers. It shows the significance for unique selling appeal and repetition of Television messages.
The chapter one of this study unfolds on the buying habits of consumers with relation to a particular medium (Television) This study will reveal illewers attitude or acceptance to it. It will also consider Television effectiveness or failure in realizing its set objectives.
Where the aim is not realized, what are the reasons or factors responsible after which findings will be produced to make the study more explicit enough for anybody who may wish to study or carryout related work in future.
Advertising is defined as a non-personal communication of information usually paid for and it is usually persuasive in nature about products, services or ideas by identified sponsors through various media.
Advertising is a marketing tool that serves several functions. It identifies products and differentiate them from others. It also communicate information about the products, and induces the trial of new products by new users and suggest repurchasing by existing users, to increase product use it also build brand preference and loyalty
According to Ustery, the art of advertising began in the early times when most people could not read and write, the nature of advertising changes from time to time since its origination, perhaps as early as 400B.C, Until the invention of the printing press in about 1436. since then its role has been significantly altered at least twice. Once in response to the industrial Revolution, and once with the arrival of affluent society.
The past World War II era has been marked by growth of television adverts, intense marketing competition and increased attempt to differentiate products through strategies or other techniques. Naturally advertising is governed by the strategy; the basic message remains the same whether it is in television process, posters, a Radio. But each different medium calls for differing technique and offers its advantages and opportunities.
With television, you have at your communication both sound and sight (visual) with bonus of movement. This is what makes television so powerful in one particular area that of demonstration.
With the coming of commercial television in 1955, we have for the first time in Britain the ability to go right into homes of consumers and demonstrate our product with all the persuasion of door-to-door salesmen
Television as a medium of communication was however not very popular in Nigeria before the mid 70s because of its high cost and was thus restricted to the rich.
| 1 - 5 of 96 Reviews |