THE IMPACT OF TELEVISION ADVERTISEMENT OF ‘ALWAYS’ ON CONSUMERS CHOICE OF SANITARY TOWEL
ABSTRACT
Television advertisement has over the years helped a great deal in the marketing of goods and services. This research work is an analytical study of the influence of television advertisement on the buying choice of ‘Always’ sanitary pad by students in Ado Ekiti, Ekiti state. It explored the questionnaire and interview approaches to gather relevant data. Chapter one defines the background and frame of reference for the project; providing the objectives, significance, statement of the problem and scope of the study as well as key terms that are fundamental to the study. In chapter two, the researcher offers an excursion into the study of television, noting its evolution and development in Nigeria. It also defines advertising with reference to its evolution and its growth in Nigeria. The study focuses on the influence of television advertisement on ‘Always’ sanitary pad as a commodity, using the theories of media dependency and social responsibility. Chapter three discusses the method of data collection and study population, while chapter four analyzes the quantitative data using simple percentage method and descriptive method for the qualitative data, further describing the ‘Always’ sanitary pad advertisement. In chapter five, the researcher summarized, made recommendations towards improving the quality of ‘Always’ sanitary pad television advertisement. The study concludes that there is need to make the commodity more available and affordable to the consumers.
CHAPTER ONE
1.0 INTRODUCTION
Advertising can be defined as any paid form of non-personal presentation and promotion of ideas, gods and services by an indentified sponsor.
Television Advertisement can be defined as the demonstration of products on usual form. It is a known fact that sanitary towel products are numerous and at a point in time it will be of interest to the public to know the impact of television Advertisement especially “Always” which is daily advertised on NTA television. This study gives account of how consumers of “Always” react after watching the advert of “Always”.
Television Advertisement permits our ladily lives. It has come to be credited by most people as being the savior of certain companies at the state time, the execution of others sometimes, people view it positively and other times, they curse it, some of it are said to inform, persuade or entertain while deceive or insult. These characteristics make it incumbent on any marketer wishing to sell goods to properly create and maintain a market product. A product can be ideally projected and yet fail to achieve desired success by not winning customers acceptance for the following reasons:
i. When the product cannot be obtained conveniently
ii. When the potential customers are not acquainted with the benefit of the product.
iii. When the marketers could not convince the customers that their need for the product.
A marketer in this situation tries to find some means of communicating effectively with potential customers for the dual purpose of acquainting them with the characteristics possessed by the product and informing them as the subject of advertising which is most accessible means employed by marketers to present promotional messages.
According to American impact Association. “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor”.
It is in this view that an attempt is being made to ascertain properly the impact advertising plays on the consumers choice of sanitary towel with special reference to “Always”.