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THE EFFECTS OF TELEVISION ADVERTISING ON THE SALES OF ARIEL DETERGENT IN ENUGU AND ABIA

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the western world the relevance of television advertising in promoting the sales of commodities have been accorded great recognition for some decades age. As a result of the change in sales and the growth in technological innovations that effect the various sectors of the economy, manufactures and marketers in order to tap these opportunities compete among themselves to develop and introduce new product into the market.

Aerial detergent which is the product in contention made its first introduction into the Nigeria market in 1996. The PANDAR investment was then the sole distributor until they were joined by other two firms, WISAM company and CAPPA holdings. During its first year I n the Nigeria market, the only firm that was in charge of the advertisement was the group African advertising firm that is based in Lagos state.

The problem with aerial detergent, however is not just to distribute the product but to successfully launch it into the market. This according to the environmental factors will determine its adoption resulting to the profitability and growth of the business.

The adoption process begins where the firms innovation process leaves off and according to Barker (1979:26) describe how product, try, adopt or reject it. Innovation of goods and services can only be of great value and profit producers and firms respectively if its acceptance or adoption is properly motivated. To this end, it is important to establish appropriate place and time.

In order to develop an efficient and effective buyer’s communication, manufacturers should, according to Dirksen Kroeger and Nicosia (1993:421), decide on which to say and hoe to say it to their target market. One way of doing this is through advertising.

It is important to note that the advertising of a product does not guarantee its acceptance by the public. What really matters is how appropriate and convincing the advertising campaign is, including its effective execution at the right place and time.

There are various types of advertising vehicles available to the many factures and television as one of such means cannot be over emphasized studies by Dirkson Kroeger and Nicosia (1993:420) show that television has exhibited the most rapid growth of any advertising medium and may be said to be a leading medium for national advertising. It is on this ground that the researcher in tends to investigate the effects of television advertising on sales of ariel detergent in Enugu and Abia.

STATEMENT OF THE PROBLEM

Television is a vital dissemination means of a new product due to its impact and popularity. While impact is the extent to which television advertising instill desirable actions in producers, television popularity entails its degree of likeability by sellers. It is unnerving that poor, or not – too-good results are the reward of in any manufacturers who employ television as an advertising medium in spite of its uniqueness of “sight and sound” attractiveness. Why do most television campaigns disappoint? It is the proposition of this research the television impact t and popularity interaction is to create quicker new product patronage but whose conception and exploitation are marred by advertisers’ telemyopia. This is a situation where television advertiser of new product fails to realize the relevance and implication of television advertising on new product introduction and in arrangement today. This research intends to bridge this gap by reducing the problem of telemyopia to a minimia.

RESEARCH OBJECTIVES

This research is aimed at achieving the following objectives.

1      To know the extent to which sellers rely on the effect of television advertisement in making new product purchase decision.

2      To ascertain the attitude of buyers to the effect of television advertisements

3      To evaluate the experience of producer who relied on the effect of television advertisement in making new product purchase decision.

4      To know if there is a relationship, and nature of it, between sellers or producers demographic make up and television viewer- ship.

SCOPE OF THE STUDY

The research is to investigate the effects of television advertising on the sales of Arial detergent in Enugu and Abia.  

SIGNIFICANCE OF THE STUDY  

This research is significant for the following reasons: 

This study will evaluate the impact of television advertising message on sales, including its degree and nature. This research will assist firms to understand the nature and importance of an appropriate television advertising of an appropriate television advertising programme, and to choose the right media mix, a particular place and time. This research will emphasis the need for advertising agencies to be objective in the selection of television channels for advertisement of a new product to reduce telemyopia.

RESEARCH HYPOTHESIS

1. Do television advertisements persuade buyers more than radio advertisements to switch brands?

2. Do television advertisement induce sellers more than radio advertisement to sell more of a new product?

3. Is there any direct relationship between television viewer-ship and social class?

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