INFLUENCE OF TELEVISION ADVERTISEMENT ON THE BUYING CHOICE OF SANITARY PAD BY STUDENTS IN ADO EKITI EKITI STATE

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.

TABLE OF CONTENT

CHAPTER ONE: GENERAL INTRODUCTION

1:1 Background to study…………………………………………….. 1

1:2 Statement of problem……………………………………………..3

1:3 Research questions……………………………………………….4

1:4 Objectives of study……………………………………………….4

1:5 Scope of study…………………………………………………….5

1:6 Significance of study……………………………………………..5

1:7 Methodology……………………………………………………..8

1:8 Definition of terms………………………………………………9

CHAPTER TWO: LITERATURE REVIEW

2:1 Introduction……………………………………………………….12

2:2 Evolution of television ……………………………………………12

2:3 Television in Nigeria………………………………………………13

2:4 Evolution of Advertising ………………………………………….14

2:5 Advertising in Nigeria…………………………………………….16

2:6 Definitions of Advertising…………………………………………17

2:7 Functions of Advertising…………………………………………..20

2:8 Influence of Advertising on consumers …………………………..21

2:9 Television Advertising……………………………………………23

2:10 Impact of television commercials on viewers………………….25

2:11 Always Sanitary pad as a commodity…………………………..26

2:12 Theoretical framework………………………………………….27

CHAPTER THREE: RESEARCH METHODOLOGY

3:1 Introduction…………………………………………………………31

3:2 Quantitative data; Questionnaires ………………………………….31

3:3 Qualitative data; Interviews…………………………………………32

3:4 Population of study…………………………………………………..32

CHAPTER FOUR: RESEARCH FINDINGS

4:1 Introduction…………………………………………………………….34

4:2 Always sanitary pad advertisement……………………………………..34

4:2 Analysis, Presentation and interpretation of questionnaires……………..41

4:3 Analysis of interviews conducted with teachers, parents and guardians…42

4:4 General findings about the use of Always sanitary pad in the selected schools …….43

CHAPTER FIVE: CONCLUSION

5:1 Summary……………………………………………………………………45

5:2 Recommendations…………………………………………………………..46

5:3 Conclusion…………………………………………………………………..47

5:4 References……………………………………………………………………49

5:5 Appendix………………………………………………………………………53

1.1 BACKGROUND TO STUDY

The coming of television broadcasting to Nigeria expectedly prompted diverse programmes which range from politics, socials to entertainment, business and education. So, from the various programmes there was the need for television advertisement in broadcasting.

Advertising is basically the dissemination of sales messages through purchased space, time or other media (Arens and Bovee: 6). It is one of the marketing tools used by businessmen and women to promote their goods and services.

Just as the media of social communication have enormous influence everywhere, so does advertising which uses the media as a vehicle for persuasion as well as a powerful force for shaping attitudes and behaviour in today’s world. Individuals are exposed each day to a tremendous number of advertising stimuli. To cope with this bombardment, our sensory organs select those stimuli to which attention is given (Wells: 242).

Advertising is not done by the management of a product just for the fun of it. It is principally undertaken for persuasion or advocacy even apparently just giving us information, using media that are paid to get through to the mass audience with the identity of advertisers being clear(Arens and Bovee:7).

‘Advertising has mandate to sell the advertisers’ goods and help the consumers to shop wisely” (Okoro: 42). Advertising is important because it influences audiences by informing or reminding them of the existences of a brand or alternatively by persuading or helping them differentiate a product from others in the market (Fill: 486).

Advertising can reach a wide range of audiences with simple messages that announce the availability and location of products express their quality and value, imbue brands with personality and simultaneously define the personality of people who can buy them (Arens and Bovee: 22).Some of the keys roles of advertising are; building awareness, inducing dialogue and positioning or repositioning brands by changing either perception or attitudes (Fill: 487).

Advertising through all media influences audiences, but television is one of the strongest mediums of advertising and due to its mass reach and visual components; it can not only influence individuals’ attitude, behaviour, lifestyle, exposure but can, in the long run, even influence the culture of the country (Latif and Abideen:156).

Television advertisement came up in the society because it helps to showcase goods and service. It also helps producers to sell their goods more, informs the public not only about the product but also the qualities of the products than any other medium. Advertising also serves as a means of raising huge revenue for the television house.

However, there exists different advertisement of sanitary pad which is a commodity that is widely used by women in the society. But among other sanitary pads that are being advertised, Always is the most widely used because of it popularities among users of sanitary pads and based on the assumption that its advertisement is so dramatic and captivating that’s why every user of sanitary pad prefers it to other products of its type.

This study is set to find out why most users of sanitary pad prefers Always to other brands and also to find out how the advertisement of Always sanitary pad influences the consumer in purchasing the products so that the assumption will become a fact with reasonable evidence and theories backing it.

1.2 STATEMENT OF PROBLEM

The research is to find out why ‘Always’ sanitary pad is the most popular amongst female students and widely used in spite of the existence of other commodities like Lady Care, Everyday, Joy etc that are used for the same purpose.

It has been observed that most female students in Ado Ekiti prefer ‘Always’ to others mainly because of its quality, and particularly because of the role which TV advertisement has played in popularising the product. So, this research is being carried out to find out the reasons behind the preference of ‘Always’ sanitary pad.

1.3 RESEARCH QUESTIONS

1. How has ‘Always’ sanitary pad advertisement influenced the choice of female students that patronise it?

2. In what creative way has the ‘Always’ sanitary pad advertisement attracted its consumers?

3. What other categories of people use ‘Always’ sanitary pad aside students?

4. Why is ‘Always’ sanitary pad preferred to other sanitary pads in Ado Ekiti?

1.4 OBJECTIVES OF STUDY

1. To determine the level of acceptance of ‘Always’ sanitary pad among consumers.

2. To examine critically the level of awareness that has been generated through the advertisement of ‘Always’ sanitary pad.

3. To find out how television medium has helped to create better awareness of ‘Always’ sanitary pad amongst consumers.

4. To examine the role of drama or theatre in the television advertisement of ‘Always’ sanitary pad.

1:5 SCOPE OF STUDY

The study shall focus on four secondary schools in Ado Ekiti, Ekiti state. The choice of these schools was made to reflect or represent different categories of students particularly from the rich and poor backgrounds.

So, two schools were selected from the private sector and two from the public sector.

The selected schools are; Tinuola Maximum Secondary School (private)

CAC Olaoluwa Secondary School (private)

Mary Immaculate Secondary School (public)

Christ Girls School Ado Ekiti (public)

1:6 SIGNIFICANCE OF STUDY

This research work is expected to help different categories of sectors in the society. These include;

*The television stations.

*Producers of Always sanitary pad.

*Students.

*The society.

REFERENCES

Abideen, Zain U.I and Latif,A. Advertising message perception. Lagos: Media world, Diamond Publication. 2011.

Anaeto, S.G, Onabanjo, O.S and Osifesto, JB. Models and theories of Communications. Bowie Maryland: African Renaissance books incorporated 2008.

Arens, W.F. Contemporary advertising 8th edition. New York, United States of America: McGrawHill Compound. 2011.

Arens and Bovee,C.L. Contemporary advertising 6th edition. New York United States of America: Richard D.Irwin. Inc. 2000

Arens W.F, William F.Contemporary advertising. U.S.A: Times mirror higher education group Inc. Company 1996.

Armstrong, G. and Kotler. Marketing, an introduction. New Jersey: Pearson Education limited. 2011.

Akinfeleye, R.A and Okoye, I .E. Issues in Nigeria media history 1900-2000AD. Malt house press limited. 2003.

Belch, G.E and Belch, A.M. Advertising and promotion, an integrated marketing Perspective. New York: Irwin/ McGraw-Hill. 2011

Defleur, M.C. and Ball Roach-each, S.J. Theories of mass communication 5th edition. New York: white Plains Longman. 1989.