Television Advertising and the Patronage of Select Noodles by Mothers in Uyo Metropolis
CHAPTER ONE
OBJECTIVE OF THE STUDY
The objectives of the study are;
- To investigate the extent to which television advertising influences the patronage of indomie noodles
- To determine whether television advertising increases consumers’ preference of indomie brand of noodles.
- To ascertain whether television advertising creates a repeat purchase of indomie noodles
- To ascertain whether television advertising make mother to patronize indomie noodles
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Television Advertising
A television advertising or commercial is a form of advertising in which goods, such as indomie instant noodles, services etc are promoted through the medium of television. This type of advertising possesses certain characteristics of which, the use of songs, jingles and humour, catchy jingles and phrases (indomie like no other)etc to generate sustained appeal which may remain long after the advertising campaign. Advertising that made use of television as a medium of communication is referred to as Television Advertising. Anyawu(2003; 183), grouped television advertising into four distinct groups. He noted that television commercial shares the same denominator with both radio and cinema advertisement because the adverts in both, exist in time and not in space. Media buyers buy airtime in the case of broadcast media and space in case of print media. Anyawu(2003) stressed on the following groups:
- Qualities of good TV commercials;
- Words and illustration that will arrest viewers’ attention in the first five seconds.
- Early registration of the brand name.
- There must be an evidence of the fulfillment of the promised benefits.
- TV programmes where advertising can be carried out: Programme sponsorship, network shows, TV shows/programmes, sports announcement, outside show promoters, syndication
- Approach to Broadcast Commercial: Monologue (one single voice), Humorous, Dialogue, Dramatization and Musical.
- Types of TV commercials: Product as a hero, product demonstration, problem-solution, slice of life, celebrity/testimonial, spokesperson presenter, endorsement, opportunistic style, people like me, storyline style, fantasy and teaser
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to television advertising and the patronage of select noodles by mothers in Uyo metropolis.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was on television advertising and the patronage of select noodles by mothers in Uyo metropolis. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of television advertising and the patronage of select noodles by mothers in Uyo metropolis
Summary
This study was on television advertising and the patronage of select noodles by mothers in Uyo metropolis. Four objectives were raised which included:To investigate the extent to which television advertising influences the patronage of indomie noodles, to determine whether television advertising increases consumers’ preference of indomie brand of noodles, to ascertain whether television advertising creates a repeat purchase of indomie noodles and to ascertain whether television advertising make mother to patronize idomie noodle. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of indomie noodle, Lagos state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made human resource managers, marketers, production managers and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
It is obvious that this study has revealed television advertising as a primary tool in the marketing decision variables of a firm and its effective in the marketing of Indomie noodles. Based on the findings of the study, it could be concluded that consumers’ patronage, preference and repeat purchase are positive determinants of television advertising. Leveraging these key attributes would enhance competitiveness of Indomie noodles
Recommendation
The following are some of the recommendations from this study;
- Television advertising should be seen as an investment into the future of products and not to be evaluated by its immediate returns.
- It is also advisable to identify a target market before televising, so to minimize cost for an increase in returns.
- In order to reduce the rate of advertising clutter, the government should give network incentives to reward marketers whose advertisement people love and penalize those who produce advertisement that viewers hate.
- Advertising messages should be clear, credible and precise so that the target market will not give different meanings to it.
- Deceptive television advertising meant that mislead consumers of noodles should be discouraged
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