INFLUENCE OF OMO DETERGENT TELEVISION COMMERCIALS ON CONSUMER PATRONAGE
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INFLUENCE OF OMO DETERGENT TELEVISION COMMERCIALS ON CONSUMER PATRONAGE
Abstract
The study evaluated the impact of Omo Detergent television commercials on consumer product use in Warri Metropolis, with three (3) primary questions serving as a guide.
Is Omo detergent television advertising capable of encouraging consumers to purchase the product? What are Warri metropolis customers’ reactions to Omo detergent television commercials?
What makes Omo detergent advertising appealing to consumers? The study was based on agenda setting theory and diffusion of innovation theory. The survey technique of research was used, with a 20-item questionnaire delivered to 150 respondents in the Warri metropolis, who formed the study population.
Random sampling was used to collect data, which was then presented and analysed using basic percentages and a frequency table. The major findings of the study show that respondents use Omo detergent products, that audience use of Omo detergent products was because of it television commercials
that customers are moderately satisfied with the level of Omo detergent television commercials, findings also showed that respondents have a favourable attitude towards Omo television commercials, and finally, findings showed that exposure to television commercials of Omo detergent influences customers.
Based on the findings, the study recommended that; Omo detergent television commercials should be creative and contain music or phrases that will attract the audience;
Adverts should be repeated as often as possible so as to retain potential consumers; Omo detergent television commercials should occasionally be accompanied with incentives in the form of gift items and promotions to encourage audience continuous exposure to television advertising; and finally, constant research should
Chapter one
INTRODUCTION
1. 1 Background of the Study
Advertising is defined as paid, non-personal communication from a recognised sponsor that uses mass media to persuade or influence an audience (Wells W, Burnett J, Moriarty S (2003), Richards and Curran (2002).
Advertising has existed for a very long time, dating back to the beginning of recorded history. Archaeologists excavating throughout the Mediterranean region discovered signs announcing numerous events and offerings.
The Romans painted walls to publicise gladiatorial bouts. During Greece’s Golden Age, town criers proclaimed the sale of cattle, crafts, and even cosmetics (www.slideshare.net, accessed June 2013).
Advertising is used to raise potential customers’ awareness and knowledge of a product or service. The importance of advertising cannot be overstated, and as a result, businesses all over the world use it as one of the primary kinds of promotion when selling their products and services.Its primary goal is to raise awareness and educate consumers about their products and services.
Latif A, Saleem S, and AbideenZUl (2011) emphasise the importance of advertising, stating that the major goal of advertising is to reach out to potential customers and impact their attitudes, awareness, and purchasing behaviour. They also show that advertisers devote significant amounts of time, effort, and money to this activity.
Nigerian consumers are getting less happy, particularly when it comes to exposure to commercial messages. This is largely because they expect to get good value for their money.
According to Pike (2008), as referenced in Kofi P, Mark K A (2014), marketers are now faced with rising media expenses, frequently in tandem with diminishing advertising budgets, prompting them to become more interested in below-the-line promotional opportunities.
According to Kotler (2009), marketing is all about the consumer, hence marketers’ primary purpose is to discover and address the needs and desires of their customers.
Morden (1991), as stated in Olufayo T. O., Ladipo P. A., and Bakare R. D. (2012), believes that advertising is used to raise basic awareness of a product or service in the mind of a potential client and to build knowledge about it.
According to Kotler (2002), advertising is one of four key techniques used by businesses to deliver persuasive messages to target consumers and the general public, and it comprises of non-personal forms of communication carried out through paid media under clear sponsorship. According to Kotler (2002), the goal of advertising is to increase prospects’ responses to the organisation and its offerings.
Television commercials have signalled an extraordinary increase in economic activity. Television advertising, for some, are always one of the best things to watch on television since they are so gripping, dramatic, amusing, and humorous.
For others, this type of advertisement is nothing more than an interruption to a relaxing evening at home, especially if the viewer is deeply involved in a highly informative news show. Aside from these two extremes, the advertiser must acquire access to the consumer’s thoughts in order to earn his or her purchasing loyalty.
This is why the advertiser uses the beauty and power of television to reach out to a diverse range of consumers in order to market his products. Television ads should ideally follow the same approach as an old-time medicine show, in which a medicine dealer uses a banjo musician and a magician to draw customers’ attention and market his products.
In television ads, the advertiser employs talents (for dramatic spectacle) and music to amuse the audience, ensuring that the sponsor (product producer) who represents the medicine man has a receptive audience when he peddles his wares.
The majority of television advertisements in Nigeria now consist of quick advertising pieces ranging in length from a few seconds to several minutes.
Over the years, this type of marketing has been utilised in Nigerian media to sell every thing imaginable, from household items to commodities and services. In recent years, television commercials have had such a powerful and widespread impact on the viewing audience.
According to Khan, consumers’ conduct is influenced by both internal (individual) and external (environmental) elements. Internal influences include consumer motivation and involvement, attitudes, personality and self-concept, learning and memory, and information processing
while external factors include cultural influences, sub-cultural influences, social class influences, social group influences, family influences, and personal influences (Khan, 2006).
The way these influencing elements interact with the consumer decides how that consumer will react to the product(s), which in this case is Omo detergent.
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